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Case Analysis

P&G CarpetFlick

Background

In 2003, IDEO and Procter & Gamble collaborated in seeking out to design a carpet-cleaning counterpart as an extension to the successful Swiffer brand. 75% of U.S. floors were carpeted, which presented a unique opportunity for P&G to segway into the quick-cleaning carpet tool market.

Big Idea

To meet consumer needs, the design had to demonstrate the same principles as the popular Swiffer floor sweeper, such as simplicity, ease, and affordability. Similarly, transform carpet cleaning into a quick and hassle-free experience.

How It Works

IDEO and P&G formed a single team to experience as part of IDEO’s “understand-observe-prototype” process. To learn more about consumer needs, behaviors, and desires, the team visited dozens of people in their own homes.

ELIMINATE · Batteries · Electricity · Bulk	REDUCE · Hassle · Time spent cleaning
RAISE · Convenience · Ease · Simplicity	CREATE · Appeal · Alternative to vacuum

Key Benefits

Through these explorations and 20 months spent on development, an effective solution soon emerged…

Nov 2003:

Day 1: Fifteen IDEO designers goes into “Deep-Dive mode” purchasing items from a hardware store to conduct testing and building prototypes.

Day 2: Several “crude but working prototypes” were judged/evaluated

Sept 2004: Designs were fixed. Beta tested 350 homes.

Next Steps

In 2005, Swiffer CarpetFlick was ready for production as planned and available in the US and Europe, appealing to a broad set of consumers. After the launch, Swiffer dominated 75% of the quick-clean market with revenues around $750 million a year (Bloomberg Business).