Generating buzz with Charmin Van-Go, an on-demand private restroom.

Working at a marketing agency often means working with many external and internal teams. This particular project involved many teams across the country to pull off a unique marketing experience.

On June 21-22, the "Charmin Van-Go" on-demand bathroom drove around the streets of New York. People can use the fully functioning Van-Go by requesting it to come to their location. In turn, more users would learn about the different Charmin offerings.

As lead UX designer, I created a mobile-first promotional landing site and admin dashboards for the experience. This website sends the Van-Go bathroom requests to the mobile drivers. Drivers can then keep track of  incoming requests and their current customer queue using their dashboards.

Above video available on YouTube.
 
 Anthony Anderson of ABC's Blackish tries out the Charmin Van-Go. ( Twitter )

Anthony Anderson of ABC's Blackish tries out the Charmin Van-Go. (Twitter)

 

CLIENT
Charmin

COMPANY
Genuine 

PROJECT TYPE
Promotional Website

ROLE
Lead UX Designer

TEAM
External Creative Team, UX Designer, Project Manager, Development Team

DELIVERABLES
Wireframes, User Flow

DURATION
Two weeks

 

WEBSITE GOALS


 

Create a mobile-first promotional landing page and admin dashboards to gather and process Van-Go requests.

Guiding our experience, these goals were at the front of our minds:

  1. Drive users through the request process in under 3 minutes. 
    To quickly process requests and ensure that users weren't waiting around for a response, we wanted to limit input fields and wait time.
     

  2. Promote Charmin products through coupons and apps. 
    For users who couldn't participate, the user should still receive helpful information. 
     

  3. Ensure drivers and system admin can keep on top of requests.
    Not knowing how many requests would come through on a given day, admin dashboards would be users to track and respond to requests.
     

  4. Adhere to Proctor & Gamble's security, accessibility and privacy policies.
    Check that all user information and site content met policies. 
     

  5. Encourage sharing of the experience through Twitter and Facebook.
    Promote the campaign by encouraging users to share their experience on their own social networks.

 
 
design_evolution.png
 


RESEARCH & PLANNING

 

INITIAL PROTOTYPE

With the short timeline, it was crucial to get moving on the prototype immediately. After walking through the first pass of the workflow and the expectations for experience, I started work on the prototype.

For the initial prototype and workflow, the dashboards I created were more tactical and the website more playful and creative. Working closely with the development team, I stuck to the limitations of the software and quickly iterated based on the back-end capabilities.

This prototype was then presented to the various teams. New use cases and feedback from the different teams across the country helped push the prototype as it continued to evolve throughout the next week.

View initial prototype >
View initial workflow >

Accepted Flow

Rejected Flow

Driver Admin Dashboard

System Admin Dashboard


FINAL PROTOTYPE

The final website prototype streamlined the experience and integrated more social sharing. The dashboards stripped out functionality to remain more tactical and straightforward.

View final prototype >
View final workflow >
View final wireframe annotations >

Driver Admin Dashboard, Final

System Admin Dashboard, Final

 
 
 Brett Williams of Mashable trying out the Charmin Van-Go experience. ( Mashable )  

Brett Williams of Mashable trying out the Charmin Van-Go experience. (Mashable)
 

 

THE SOLUTION


 

Within days, the wireframes transformed into designs thanks to the Jack Morton team. I assessed the designs from a UX standpoint and helped drive changes to ensure a great mobile experience.

Check out the experience below or view landing page > 

Evaluating the experience against our initial goals: 

  1. Drive users through the request process in under 3 minutes. 
    By keeping the user fields to a minimum of 4 inputs, the user could quickly send in a request. Then, the users waited for up to a minute for a response from the truck drivers.
     

  2. Promote Charmin products through coupons and apps. 
    After the request was processed, the user was presented with options to download coupons for Charmin products or to download the Charmin Sit or Squat public toilet locator app.
     

  3. Ensure drivers and system admin can keep on top of requests.
    Using the simple dashboard, admins could see when requests were coming in and how far the drivers were. From this information, the driver could immediately accept or reject the request.
     

  4. Adhere to Proctor & Gamble's security, accessibility and privacy policies.
    The wireframes, design, and copy were fully vetted based on P&G's policies.
     

  5. Encourage sharing of the experience through Twitter and Facebook.
    The campaign was featured on Mashable the day before the Charmin Van-Go launched in NYC, as well as on Engadget. Users shared their experiences using the #EnjoyTheGo hashtag on Facebook and Twitter.

 

 

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