I have always said that first the thing has to work well, THEN you can knock their socks off with a great experience. I have had the pleasure to do some work with P&G but not on the Gain product profiled in this article at AdWeek.
I love being involved in the design of new products, but I always like to do field research to make sure I understand how people are using similiar products today. P&G also does user research. "We use a lot of ethnography, watching how people use a product and why they don't use it," observes Kotchka.
What a great job!