The innovation team at Henkel had designed a completely new kind of laundry detergent, but because of its newness, there was a risk of losing consumers due to the innovative proposition and format. To prepare for this, Henkel wanted to have insight into the user experience of the new product to define the moments of truth before its launch onto the market.

Using our online Emotion Mapping solution, we mapped the complete consumer experience from first encounter and opening the packaging to first time usage and finally disposal. Each consumer self-recorded their emotions and determined what points in the journey were extra important. This resulted in a complete overview of the high and low points in the user journey and what iterations could be made to respectively strengthen and address these.

All these recommendations were summarized into a plan consisting of three stages: improvement (as soon as possible), strengthening (for the 2.0 version of the product), and opportunities (on the longer term) based on other observations we have made during the research. The recommendations for improvement and strengthening were already implemented within a few months after the research was carried out, resulting in the successful launch of a new, sustainable laundry detergent Europe.