Launching Upgraded Features: The Power of User Feedback in Product Development

Context

Minas Farma, a pharmaceutical wholesaler and distributor, offered a line of baby products under the brand "Hipopo Baby," catering to budget-conscious parents.

However, complaints from mothers regarding leakage and discomfort with the "plasticky" texture prompted a reevaluation of the product.

Action Plan & My Role

  • User Feedback Collection: Responding to complaints, I initiated interviews and ethnographic research with four mothers to gain a deeper understanding of the issues they faced with the existing diaper product.

  • Product Development Collaboration: with insights from the interviews, user personas and customer journey, the Marketing collaborated with the Product Development team to address the identified concerns and create an improved version of the diaper.

  • Campaign Development: Utilizing the feedback from market research and user interviews, I created a campaign focused on highlighting two key product attributes: enhanced protection and a softer fabric touch.

USER PERSONAS

MARKETING STRATEGY

  1. Antileak barriers: additional layers of absorbent material around the leg openings.

  2. Distribution channels: pathways through which the liquid is distributed within the diaper's absorbent core, ensuring more even absorption and reducing the risk of leaks.

  3. Superabsorbent gel increase: material to absorb and lock away moisture.

  4. Magic closure without glue: easier to adjust the fit for a snug and secure seal and minimize the risk of irritation to the baby’s skin.

  5. Soft fabric touch: eliminates the “plasticky” feeling, reduces friction and irritation on the baby’s skin, improving overall comfort during wear.

The campaign utilized online channels, including social media and online sales catalogs, to effectively reach and engage with the target audience.

30-second video introducing the upgraded features of the new diapers.

Results

This project underscores the importance of listening to customer feedback and utilizing it to drive product innovation and marketing strategies.

  • Sales performance increase: The implementation of the campaign resulted in a 15% increase in sales performance within just one month following the relaunch of the diaper product.

  • Customer satisfaction: Through customer feedback analysis, we observed a significant improvement in customer satisfaction ratings after the introduction of the new diaper version. Specifically, customer complaints regarding leakage and discomfort decreased by 70%+ post-relaunch, indicating a tangible enhancement in product quality and user experience.

  • Engagement and reach: The campaign achieved a 45%+ engagement rate on the Facebook page, coupled with targeted ads on the website, we expanded the brand's visibility and resonance among the target audience. Additionally, creating online sales catalogs facilitated efficient communication channels between sales representatives and pharmacies, resulting in a streamlined sales process and improved accessibility for consumers.

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