dignity & delight
in adult incontinence
2018 Finalist
2018 Winner
Design Central for P&G 2018
Individual Contributor
over the age of 18 experience urinary incontinence
1 in 3 women
Current product offerings on the market resemble scaled-up versions of infant diapers, with little consideration of the dignity of the adult user.
These products are bulky and noisy, and often visible under the wearer’s clothing. Wearing adult incontinence products is currently a shameful experience, despite the prevalence of incontinence among women.
Adult incontinence carries so much shame and stigma; we partnered with Always to design disposable incontinence underwear that gives users the confidence and dignity they deserve.
understanding THE MARKET
Two in three women who have tried bladder leak underwear avoid wearing them all together - even when they know they need them.
aspirational APPROACH
a touch
of EVERYDAY elegance
The design team drew inspiration from French lingerie to infuse elements of beauty and delight into the everyday, using an aspirational approach to elevate the category of adult incontinence. This approach aimed to imbue a sense of empowerment and confidence, transforming a traditionally stigmatized category into one that provides grace and dignity.
Re-imagining icontinence
Lacy patterns in black are designed to evoke the everyday luxury of lingerie, infusing a sense of delight and elegance into the category. By incorporating an elegant floral pattern that’s designed to vary during manufacturing, each user gets to enjoy three unique patterns in each pack.
prototyping
The design team leveraged new technologies from P&G that allowed for a smoother and slimmer fit for users, prioritizing their dignity and discretion. By meticulously selecting soft-on-skin nonwovens and minimizing bunching and wrinkles, the team successfully crafted the first adult incontinence pant that provides a truly underwear-like experience, setting a new standard for comfort and confidence in the category.
user research
The design team partnered with P&G to test prototypes of the new pants, utilizing feedback from users to ensure that the product met their needs.
The product was met with overwhelming support and excitement from prospective users, testament to the rigorous user-centered design process.
market success
The Always Discreet Boutique pant has led P&G’s growth in the Adult Incontinence category, inspiring a revolution in dignity-first incontinence-wear
growing the brand
Since the launch of this product, the Always Discreet Boutique brand has continued to grow, including new offerings in incontinence pads and expanding patterns and colors for disposable underwear.
