You know something is a great idea when you think "Why isn't anyone doing that?!"
That's how I felt when I heard of Blueland for the first time on Shark Tank. Their innovative approach to personal care made me wonder, how can be even more innovative?
Daisy Ma
Emma Anderson
David Porter
Travis McCracken
UX Research
UI Design
Strategy
Design Strategy
Blueland is a modern cleaning company that creates everyday eco-friendly cleaning products to save you money and space, without any plastic waste.
Blueland's current strategy and easily-copiable product is putting them into a red ocean.
How can we propose a strategic growth forward for Blueland?
Blueland is currently doing great at these two things: affordability and sustainability. We believe that their new defensibility is being health-experts in the personal care industry.
The research objective is to: gain insight into the user's experience regarding their product experience with Blueland Products.
We read online reviews to uncover the current challenges that Blueland customers are facing in order to ask the users the right questions.
I teamed up with David to write the research plan and interview the participants.
We read online reviews to uncover the current challenges that Blueland customers are facing in order to ask the users the right questions.
What made you decide to purchase from them compared to other brands?
Think about the past few times you’ve used the product, what have been your positive, negative and neutral experiences?
Daisy, Researcher
What made you decide to purchase from them compared to other brands?
Have you used other products similar to Blueland? If so, why?
David, Researcher
If I'm already at Target, I'll just purchase another brand of cleaning product there. I just need a cleaning product that works.
The glass cleaner leaves streaks, I probably won't be repurchasing from them.
I chose Blueland products because other products gave me an adverse reaction like tightness in my chest.
David and I recorded the 30-60 minute Zoom call on the cloud and split up the documentation of the interviews using empathy mapping to ensure our team was referencing the same data set throughout our process.
Blurred to protect the participant's privacy.
We recorded the user's thoughts, feelings, actions, and quotes using empathy maps, which we divided and conquered between 4 people.
To understand the depth of the problem, we conducted a SWOT analysis to look at Blueland and their competitors strengths, weaknesses, opportunities, and threats.
Emma Anderson's Competitive Analysis.
Looking at Blueland's SWOT as a group.
Blueland products are currently primarily sold online.
Users are not loyal to any brand of cleaning product. If they're already at a grocery store to refill on cleaning and personal care products, they'll just select it regardless of the brand.
Blueland instructs their customers to fill water up warm water to a certain line and drop the tablet in.We discovered that users didn't read the instructions which lead to tablets not dissolving completely and overall, performance issues.
Depending on the product category, users needed a heavier duty cleaning product. Users expected their products to work like the ones with toxic chemicals.
Customers value accessibility and effectiveness and Blueland's products are easy to replicate, putting them in a red ocean.
In our research, we discovered brands that were in alignment with Blueland's mission: limiting or removing single-use plastics.
Users had a preference for scents, bottle design, and generally a strong product.
Users expected Blueland to be a high-performing cleaning product.
Compared to their competitors, Blueland's packaging is lacking signals that indicate their commitment to the environment.
Conscious cleaning is being aware of the products we use to clean our homes and understanding how they can affect us and our families.
Cleaning in the past and present has included many toxic chemicals that are linked to asthma, hormone disruption, infertility, cancer, to name a few.
Conscious cleaning means understanding that the non-toxic, plant-based and planet friendly ingredients protect us from diseases.
Conscious cleaning is being aware of the products we use to clean our homes and understanding how they can affect us and our families.
Repositioning the target audience to cross the chasm.
By shifting into this new additional target market, Blueland is strategically entering into a significantly more blue ocean.
Blueland would be positioned well on this competitive landscape, as being a healthy product, as well as sustainable, and wallet friendly.
A study done on expecting and new mothers in New York City found that 26% of women reported using more organic household cleaning products during the pandemic than prior to it.
Our initial solutions were feasible, desirable, viable, but not defensible. We were challenged with ideating a long-term defensible growth solution that competitors couldn't copy.
Throughout this semester, we were introduced to tons of new framework to reframe problems which helped us zoom out when we were stuck in the weeds.
I'm currently open to join a company where I can blend design and marketing. Looking for my resume? Have a project? Let's do it!
let's do it
