I left for college with a portable typewriter (electric with built-in correction tape…I’m older, but not ancient). I envisioned myself writing term papers on that baby for the next four years. But not long after I arrived, a new computer lab opened on campus and it was filled with Apple computers. There was no going back. I’ve been an Mac-only gal ever since (aside from a brief affair with a Blackberry). 

I have Steve Jobs to thank, but more so Don Norman. He’s the cognitive scientist who joined Apple in the 1990s to lead the company’s “user experience” group. In fact, he’s the guy who coined the term “user experience.” According to NNGroup, which Norman co-founded, user experience entails “all the possible aspects of a person’s interactions with a company and its products or services.” 

There is plenty of talk about “UX” these days, nearly everywhere.

We see it beauty and personal care. From the feel of a jar in the hand to the sensory elements of the formula inside, UX is part and parcel to how consumers feel about the products they put on their bodies and the brands they support with their pocketbooks.

UX shapes household care, too. Consumers want cleaning products with fragrances that feel bespoke or create the right vibe. They’ll also gravitate to bottles or canisters that match their kitchen or bathroom aesthetic. 

How about UX and sustainability? For years, brands and conservationists alike have been trying to instill sustainability at the consumer level. Messaging has been around changing one’s behavior at home—i.e., not rinsing dishes before loading them into the dishwasher, washing white and dark clothing together.  But old habits… you know the rest.

To get buy-in, the UX shouldn’t have to change dramatically. That’s my takeaway from the 50L Home Coalition. On p. 58 you can read details about their pilot study, and how partners in the project, including P&G, came away with data that shows water conservation can happen in water-intensive tasks like dishcare and laundry.

As more brands collectively lean into sustainable products and UX, that’s where the gains will come. 

This month is NYSCC Suppliers’ Day. We’re looking forward to the innovations and connecting in person. See you in New York, May 19-20.

Christine Esposito
Editor-in-Chief

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