Through Berkeley Innovation, I have worked with Ivy Nguyen, Cherry Wu, Maria Terrenal as product design consultants for the Clorox Company, alongside our project mentor Inaara Charolia. 

When: Spring 2019

Responsibilities: User research, competitive analysis, ideation, high-fidelity iteration, prototyping, user testing



Our team worked throughout 4 sprints. These sprints go over User Research, Ideation, and prototyping. I have led in the process of prototyping. I was able to lead the low-fidelity and the mid-fidelity prototyping processes, creating them with the basis of our user research, and ideation.


The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products. For this project, our team partnered with Clorox to design an internal-facing website that clearly represents the spirit of innovation and the importance of digital transformation as the DNA of Clorox.


The Technology Advancement Center (TAC) is a dedicated IT center whose purpose is to test new and innovative technology that could benefit Clorox and it customers. TAC oversees all project submissions, and currently has an internal facing platform accessible to Clorox employees.


After understanding our project scope, we started our journey with user research. We have used two user research methods, which were secondary research, and user interview.

Secondary Research

At this stage, we wanted to explore how other websites implemented features that would go on our website as well, such as success stories and idea submission. We also looked into websites that inspire innovation. I have focused on searching product that includes submitting new ideas, and bolsters creativity/innovation.

User Interview

We have interviewed 7 college students who have had internships before and 7 current Clorox employees. We have interviewed college students to better understand how other companies foster innovation in their employees, and on the other hand, we have interviewed Clorox employees to understand how they view innovation and how they feel about coming up with and submitting ideas.

In this process, I have suggested how the response from student intern, and Clorox employees were very different. The company Clorox had different perspective based on who the user was. Students, who were the consumer, looked Clorox as a cleaning company, while on the other hand, Clorox employees, who were working in the company, saw Clorox as innovative not only in products, but also in technology.

Student Intern

“Innovative for the most part in chemical, environmental, safety innovation.”

“Digital communication and collaborative platform.”

“Source can be variable.”

Clorox Employees

"Yes. We are striving and challenging the status quo. We transform to go forward"

"Emerging consumer insights and other external examples"

“Have excitement for innovation and change"


After conducting user interviews, we created two affinity mapping based on our user research to synthesize our insights, and better understand what employees think about digital innovation, and idea submission.

As one person in our team presented, the rest of us took a notes on sticky notes. We then put similar informations into each categories. 

Clorox Employees

Student Interns


Based on our problem scope, our initial research covered a range of issues about incentives to innovate, recognition, and the need for a collaborative and supportive community.

Clorox Employees


Digital innovation is using new technology to do things differently and better.


People are incentivized to innovate and submit ideas by recognition and success stories.


Innovation takes time, and people are already at 110% capacity.


People are unaware of the DIA team and the submission process.

Student Intern


Digital innovation is using new technology to enact improvement.


Resources and guidance embolden employees to share ideas and be innovative.


Collaboration, communication, and constructive criticism foster a culture of innovation 


The student interns did not view Clorox as innovative because they associate the company more with cleaning products.


Based on our research and insights, we ideated the user flow of the respective pages and features that could be incorporated into the website. We created preliminary sketches of various pages on the website, e.g homepage, events, news, submission process, etc. For the homepage, which is the main page, we each created a homepage of our own and brought them together. Other pages were assigned to each member of the team. I have focused on both homepage, and idea submission pages.


Some Homepage designs serve to better inform the user of the existing resources and information for support. It initiates conversation, questions, and provide guidance. Other Homepage design has personalized portal tracking user experiment progress and status. 

I have put elements that aligned with the key insights that we have gotten. I have suggested that user should have their own personal account in the website, so that they can easily submit ideas, see their status, and be motivated.



Success Stories

Idea Submission

A. Timeline/Process

B. Submission Status

C. Submission Status


Based on feedback received from the low-fidelity sketches, we refined and iterated on our concepts and created interactive prototypes with them.





Success Stories

Submission Form


Submission Status


With our high-fidelity prototypes ready, we conducted user testing to understand how users interacted with the website and how easily they were able to accomplish various tasks. The overall feedback was that the website looked fun and pleasing. However, there was some confusion about certain pages of our website. Thus, we fixed some of our high-fidelity prototype according to our users’ feedback.

"Pretty cool"

“ ...might be good to add labels to the dots”

“It’s confusing to navigate between certain pages”


Color Scheme




After working through user testing and receiving feedback from our client, we developed final high-fidelity prototypes. When we have gotten a feedback from our client, and from user testing that the website looked plain, I have made shapes, and added on the website so that users experience fun, and motivation to be innovative as they use this website

Home Page

This is where employees can find current news and experiments and get inspired to be innovative.

About Page

This page introduces TAC, the DIA team, and its members. It gives contact information and summarizes the role of the team.  

Overall Experiment Page

This page shows the experiments that the DIA team is currently working on, and have done.

Individual Experiment Page

This page describes the details of the experiment, which includes project collaborators and learning outcomes.   

Overall Event Page

This page shows various upcoming events, recent events, and past events. It also shows the location and date of each event.

Past Event Page

This page has all the past events with their time and place.

Individual Event page

This page shows details of the event. Details includes date, place, time, featured speakers, and a description of the event.

Overall News Page

This page includes current news that covers innovative trends.

Individual Article page

This page shows details of the article and the contact information of the innovation team.

Experiment Process page

This page describes the steps of the experiment process, which are Idea Submission, Idea Evaluation, Review and Approval, Experimentation, and Post-Experimentation.

Submission Form Page

This page is a submission form where users can submit their innovative ideas.

Past Submission Page

This page shows all the past submitted experiments and their status. It includes both non-TACable and TACable experiments.

Submission Status Page

This page shows the user’s submissions. Non-TACable means that the idea is not experimentable, and Accepted means that the idea has been accepted for an experiment.


This was my first time being a product design consultant. I originally had graphic design skills, so during the process of hi-fis, I was able to add in my design creativity. Being in a research major at UC Berkeley, I was able to use my research skills that I have learned from school in this project. Our teammates were very respectful to one another's ideas. Collaboration was key in this project as we had to come up a whole new website together. This website will be made into real life, and be used for internal employees at Clorox.

Thank you for reading!