Digital Product Incubator

Delivered multiple innovation products used by P&G leadership to evaluate ROI for future capital investments.
CLIENT

Procter & Gamble

ROLE

Design & Delivery Lead

TEAM
  • Account Manager
  • Design Director
  • 4x UX Designers
  • 2x Product Analysts
  • Technical Lead
  • 5x Engineers split between onshore/off-shore
DURATION

16 Weeks

BUDGET

1.4M

PROJECT OVERVIEW

As part of the client’s annual strategic planning, our team was engaged to lead a cross-functional initiative that spanned product, marketing, and commerce units. The client needed a suite of independent yet thematically aligned product concepts that addressed key pain points across the business. Each concept was to serve a distinct user base and business goal, ranging from mobile and web tools to physical product innovations. These solutions were to be showcased to senior leadership for potential investment and advancement into product development.

This was a fast-paced, multi-track effort that required turning early-stage ideas into functional, visually compelling prototypes. Solutions were built to support different points in the product lifecycle and leaned heavily on a shared design system to promote cohesion, while still maintaining flexibility for unique use cases.

CHALLENGE

The client sought to explore several speculative yet strategically relevant product ideas across multiple business units, each with differing goals, technologies, and user contexts. Our challenge was to:

  • Engage and align diverse stakeholders across departments
  • Translate raw ideas into actionable product experiences
  • Produce functional and visually-polished prototypes on an aggressive timeline
  • Ensure each solution could function independently while reflecting a unified brand experience

Each product needed to represent both creative innovation and technical feasibility that embraced the company brand and integrated into the current tech stack. The ultimate goal was to bring innovative solutions to leadership to help inform future funding decisions.

APPROACH

Each product was treated as a unique project due to unique users, stakeholders and technical requirements. However, each product was run through the same design process:

  • Conducted targeted interviews with business unit leaders and key users to gather input, identify core challenges, and uncover innovation opportunities
  • Synthesized research into MVP definitions, identifying where impact and feasibility intersected
  • Created challenge statements to guide ideation and assigned dedicated design pods to individual concepts
  • Ran iterative design sprints, incorporating stakeholder feedback to refine concepts quickly
  • Delivered clickable prototypes and UX documentation ready for user testing and executive review
  • Designed all assets to align with the client’s shared design system, enabling seamless handoff for internal development
OUTCOME

The engagement resulted in six distinct proof-of-concept solutions, each built to address a specific business opportunity:

  • Concept 1: A responsive, headless e-commerce solution deployable across web, mobile, social, and ads
  • Concept 2: A health & lifestyle app for women professionals balancing work, wellness, and relationships
  • Concept 3: A GenAI-powered digital marketing qualification tool for optimizing ad spend across markets
  • Concept 4: A media campaign planning and coordination platform using AI for regional targeting and performance tracking
  • Concept 5: A physical gamified device integrated into the Oral-B Power Brush line to incentivize better brushing habits in children aged 8–13
  • Concept 6: Smart integrations for the Oral-B ecosystem, connecting child usage data to the family health dashboard

Deliverables included:

  • UX strategy briefs
  • Stakeholder synthesis reports
  • High-fidelity interactive prototypes
  • MVP-level user journeys and flows
  • Design system assets for engineering handoff
  • Presentation decks for executive review
IMPACT

Each prototype addressed a defined business gap and demonstrated forward-thinking innovation. The concepts helped leadership evaluate near-term investment opportunities while aligning with long-term product and experience strategy.

  • Provided functional prototypes for live user testing and executive validation
  • Streamlined disjointed global workflows into standardized, scalable experiences
  • Introduced ML/AI tools for smarter campaign decision-making and cost reduction
  • Reduced overspend on underperforming marketing channels by 50%
  • Increased product visibility in key target markets by 35%
  • Empowered teams with real-time analytics to validate strategic decisions

 

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