Case study: Kimberly Clark - Healing Home

the project

Kimberly Clark had launched their previous micro-site. They were having a challenge several months after launch selling “Make a Healing Home” branded microsite to house proof points on why Environmental Service Directors (EVPs) should choose or switch over to KCP Products. Their updated goal is getting some insights into how EVP’s were viewing the product and how customers were interacting with their product categories. Our goal is to re-design with a newly proposed User Experience and User Interface. 

the challenge

The main objective of the microsite is to book consultations with Environmental Service Directors (EVPs); this will be a sales tool.

user research and discovery

We conducted an online card sort exercise with random environmental service directors (EVPS) asking our participants to place items into groups that made sense to them concerning their hospitals usage of dispensers/products.

We conducted research with Kimberly Clark Professional’s two largest competitors, SCA and Georgia Pacific and sought out KPC’s internal EVP’s for user research analysis.

What did KPC Learn?

Dispensers were dated that weren’t resonate with customers and opportunities to better group types of products together and that the product was being sold generically instead of a warm/friendly home feel.

The first thing patients ask when they are admitted to the hospital is “When can I go home?” Because home is where we feel the most comfortable with.

THE SOLUTION

Ultimately drive consultations and request for samples and ultimately help grow sales, and increase KPI’s

The personality and tone should be professional, convincing and trustworthy. The voice should speak to professionals within the healthcare industry, mainly the EVP Directors, to help them see the proof points on why they should select KCP proprietary products over GP’s products and ultimately drive change.

EVS Directors don’t make time (as they deal with staff turnovers, prevent spread of infectious disease) for the personal touches that could make a hospital stay feel more like home, so we’ll inspire them to “Make a Healing Home” for patients, families and staff with trusted brands and customized solutions from KCP by educating them on how little touches can lead to higher HCAHPS scores and lower readmission rates.

We’ll show how our “touches of home” can lead to tangible benefits and help them calculate the value of each “touch” to gain the support of Value Analysis Teams and Procurement Partners. On our “Healing Home Interactive Tour,” EVS Directors will identify areas where a more homelike environment and decision-making could contribute to a better, faster healing experience with KCP solutions that provide the same touches of comfort, cleanliness and safety of a caring home–from the uplifting touch of Kleenex® and elevated clean of Cottonelle®, to the savvy practicality of Scott ® and the seamless protection of KIMTECH.

• Useful   • Desirable  • Valuable   • Finable   • Accessible   • Credible

Wireframes