Audience Segmentation

Developed content for a new entry in a growing segment of eco-friendly products for Kimberly-Clark’s Scott Naturals brand.

In recent years, the eco household product category has skyrocketed, with consumers looking for high-performance and affordable ways to reduce their eco-footprint. Kimberly-Clark was ready to launch Scott Naturals tubeless toilet-paper roll product to grab marketshare and create a pipeline of future innovations.

UX Writing, User Personas, Content Guidelines

• Created content for contact points in the user journey (with the Product Manager & Marketing team)

• Collaborated with product designers and developers to understand product features and user flows.

• Developed content for points of interaction - feature titles, buttons, tooltips, section titles and descriptions

• Crafted content recommendations for unique brand experiences for nationally scaled ad campaigns (TV, interactive, social and print) with end-to-end data-driven content .

Research

The five question survey was designed with a combination of open-ended and closed-ended questions using an authoritative brand-agnostic tone.

Interviews

I started with a “person on the street” study and interviewed 17 individuals as they waited in the check-out line of a supermarket. My thought process was this would be a minimally disruptive moment within the customer journey at the grocery store. I asked open-ended questions about their personal care products; what product-related information they wanted, if any; their preferred sources of information for meeting those needs.

I quickly saw a divide between green product enthusiasts and the practical customer, who buys product that’s cheap and high-performing. The first talked knowledgeably about eco product qualities, different types of available products, and eco subcultures. The second knew what they needed to know to buy their product and exhibited little interest in learning more about eco options. I sought more information about eco enthusiasts as representing the possible target users and subject matter experts (SMEs).

I sought out passionate eco enthusiasts among my acquaintances, at social events, and on Facebook, Instagram and Twitter. Ultimately, I interviewed five SMEs: three eco-oriented business owners, a climate change activist, and an eco product consumer. These SMEs told me that among eco enthusiasts, there are different consumer subcultures corresponding to different product areas and types of eco choices. For example, mainstream eco enthusiasts in general have a different culture and different concerns than alternative lifestyle eco-enthusiasts, even though some eco enthusiasts participate in both subcultures. 

Audience segmentation

SMEs described a cultural rift between this group over how to reduce your eco-footprint. I segmented these two groups into Group A: Eco-enthusiasts and Group B: Eco-advocates. Group A focussed on reducing eco-footprint through purchasing new and better products. Group B primarily focussing on behavioral change and advocacy. CPG’s (consumer product goods) such as Kimberley Clark cater primarily to the Group A, but I noticed that they also had a great deal of content that might be of interest to Group B.  I created personas that corresponded to these two cultures: Vanessa the eco-enthusiast and Zoe the eco-advocate.

*My conceptual model for the information architecture would now called for emphasizing content that appealed to both enthusiasts and advocates in order to attract a new audience without losing the existing audience.

Card-sorting

I created cards based on a content sort of Scott's website and performed card sorts with three of my interviewees, including one SME. I experimented with different categories to organize the content before ultimately settling on an information architecture that emphasized performance based content. This decision reflected a major finding from the interviews, the value that both personas attach to the quality of the products they use.

Deliverables

DOCUMENTATION

Provided a comprehensive content doc which identified what content strategy needed to look like and how much overall content was needed to convey key messages from the perspective of the user — exactly how much information was enough and not too much at each stage in the journey.

DESIGNS

Created a visual guide in Figma focussed on reducing the friction and amount of work the user has to do to achieve desired results and what those micro-results might be, and then understand and define those moments within the context of an over-arching goal (to get the product)

UXR

Provided research insights in the user’s motivation, what their wants are, both from the product itself (toilet [paper) and from the interface/content experience.

My Impact

Created significant value around understanding the customer journey to empower Kimberly-Clark’s experiencesand significantly increase in levels of engagement, usability, scalability, consistency, performance, conversions and visitor retention.

Many thanks to the people who kindly consented to be interviewed and Consumer Dynamics for this opportunity.