Transform Oral-B’s global websites into a seamless search-to-consideration-to-conversion machine, helping consumers move from their most important oral-care jobs to be done/problems to the right product/solution for their specific needs, while establishing Oral-B iO as an obvious, superior, and easy choice. Connect the fractured previous journeys that left users visiting multiple sites and retailers and experiences for education, purchase, and post-purchase support.
Role: Design and UX/UI Lead
Agency: Saatchi&Saatchi
Creative team: Ricardo Latorre (Vice President, Group Experience Design Director, Razorfish); Ana Hernandez (Jr Designer); Chris Haines (Vice President, Group Content Strategy Director); Michelle Chan (Senior Vice president, Strategy Director)
We designed a connected global Oral-B experience around the six Jobs to be Done, helping people move from oral-care need to relevant information, product solutions, and purchases. The work brought together search and paid-media journeys, needs-based content, product discovery and comparison, e-commerce, and post-purchase support.
Consumer testing shaped the content, journey, and visual direction throughout the project. We created a design system that supported the rollout starting with the UK to markets across Europe and the rest of the world with localized languages and adaptions for country-specific rules and regulations regarding pricing information and claims, while accounting for AA accessibility requirements.
Many people only go searching for oral health help once they have an issue or concern arise. Our GEO/SEO teams research identified the 6 most likely issues and concerns consumers would be looking for related to oral health and how it fits into the clients product line. These six stories shaped our early decision making in framing how we saw people entering and in turn using the site.
Early phases included creating user flows and functioning prototypes for consumer testing, their feedback helped shape the content balance we had on the page. We did the same for design concepts, multiple rounds of concepts mixed with prototyping for consumer testing. The consumer testing helped to focus our lens looking at the project and helped guide the visual direction we moved forward with.
From there we designed out the site sprint by sprint and developed the design system as we went and developed styles, icons, modules, and rules for each to be reused along the way and for future teams and agents.
We passed along a design system and files to the client so it could be used to create consistent modules, pages, UI elements and any future needs by designers or agents.
The pilot was launched in the United Kingdom followed by the rest of the EU, North America and finally asian markets.
