Company Staples
Brand Coastwide Professional
Year 2018
Project Type Market Analysis, Design Research
Analyze The Bathroom Dispenser MArket for
Coastwide’s First Flagship Product
Before Staples had launched any new brands, our design team was tasked with redefining the current facilities brand, Brighton Professional, into a new signature brand. My role was to analyze the restroom dispenser category and provide insights to develop the new flagship product assortment.
Literature Review
We assessed numerous articles online to understand the bathroom dispenser business for commercial use in terms of customer behaviors and buying interests.
We assessed recent customer insight reports and talked with category merchants to understand the product breakdown for each sub-category of restroom dispensers.
Market Analysis
We analyzed the current online assortment of both competitive brands and aspirational brands. We printed out over 100 products to map design characteristics and product attributes across brands to understand diverse customer targets.
Competitive Benchmarks
Aspirational Brands
Final Assortment
After we shared the research and deep dive into restroom dispensers, we worked with Product Managers and Brand Leaders to define which products we would need in the new brand. We passed the final sku list off to our industrial designers and external engineers to develop an all new form language and internal structures.
There are currently 15 Coastwide dispensers that have launched to date.
