Axe Grooming Solutions Generator - Web
Axe, part of the Unilever family, had just undergone a large rebranding to reposition itself as a more mature male grooming brand that champions men’s individuality and combats the stereotypical labels of masculinity that modern men face. In addition, research had shown that many men were seeking help anonymously online regarding their grooming routine, but search terms revealed that whilst they were researching the problem, they had little knowledge of the solution or product needed to solve it.
I was the UX lead for the wider Axe digital transformation project
I worked with a UI designer, an art director, and a copywriter to create a diagnostic tool that would both engage and inform young men about solutions to their problems, whilst simultaneously emphasizing Axe’s new brand position as a champion of individuality.
After a few rounds of testing and iterating, the tool achieved completion rates of over 87%. Those that took the tool were also x4 more likely to make a purchase and had basket totals 200% above average. We capitalized on this success by later going on to customize the tool we had built to help gift-givers create unique physical gift-sets for their loved ones around Christmas time.
- Project Roles
- Product Designer, UX/IA Designer
- Publicis Sapient
- Content Strategy, Information Architecture, Low / High Fidelity Prototyping, Principle App, Sketch, Usability Testing
- Project Industries
- Beauty, Entertainment