Changing Tide
Working with a think tank and a science fiction writer, I developed three futuristic concepts for Tide, one of which birthed a viable product, TIDEi. This innovative take on stain removal solves issues laundry doers have been facing for decades and transforms it into a delightful experience.
Situation
When customers think of laundry, they think, I don’t want to do this, or, I don’t know what to do or how to find out what to do, and even if I'm successful at that, where can I go to find everything I need so I’m not wasting time running around to multiple stores.
Task
The task was to solve all three problems in one innovative and simple solution that would change how people think about taking care of their favorite clothes. We set the high goal of creating an experience that would delight the user as much as putting on their favorite outfit, knowing that their investment is protected.
Action
I thought about it from a new perspective and broke it into three experiences. First, identify a stain, provide instructional and product solutions, and deliver product purchase methods.
I leveraged new Lidar technology in mobile devices to identify stains, step-by-step videos with text overlays much like navigation experiences so users can pause to read and see with complete control, and a list of purchase options categorized by a method.