Product Development - Sequel’s Menstrual Pad
Need finding | Market & User Research | Visual Communication | Product Roadmapping
Situation
Sequel was interested in expanding its product line beyond tampons, and wanted to know what type of product its consumer base needed.
Task
Understand the user’s needs
Deduce what type of product would make the biggest impact
Begin sourcing that product
Action
I created a survey, interviewed women in Sequel’s consumer base, and completed extensive market research.
I took the findings of this research and frame-worked until I found the gap in the market
Then I was able to generate a product POV and the ideal claims we would want to make.
sample products were collected from suppliers and documented in Notion. They were rated based on items outlined in the product POV.
Results
Findings:
85.7% of users did not actively sweat when exercising with a pad
most commonly sighted pain points were chafing, pad becoming unstuck, odor and sweaty, leaking
top three qualities users look for are comfort, adhesive, leakproof
Gap in Market:
Menstruators who don't use tampons have a hard time exercising intensely because pads tend to leak, chafe, etc.
Period underwear is cited as a decent solution but requires upkeep (washing & reusing)
Product POV:
Give consumers confidence when they are on the go or exercising with a pad on
Thin as a liner but as absorbent as a pad
similar to period underwear but without the hassle of cleaning underwear
Ideal Claims:
So lightweight and comfortable that the user doesn't even notice the pad is there
Stays in place better than other pads - so adhesive it feels like part of your underwear
Absorbent - even though it is lightweight, it absorbs better than some pads with wings