CLIENT
Colgate
INDUSTRY
CPC
Ecommerce
B2B
SERVICES
Content Strategy
Wireframing
UX Writing
User Flow
BACKGROUND
Colgate Professional is a division of Colgate-Palmolive offering advanced oral care products and resources to dental professionals. They are on a multi-year journey to deliver a unified system with a customer-first eCommerce experience for their entire professional team.
THE CHALLENGE
The oral care landscape is evolving, and traditional way of supply can't keep up with today's professional needs. Colgate wants to lead this change by embracing digital transformation to create a new experience for dental professionals to manage their office supplies.
THE GOAL
The client aimed to create a streamlined B2B platform for dental professionals to easily order, subscribe, pay, and manage inventories. The goal was to simplify the user process and ensure all product features were clear and intuitive to meet the complex needs of dental offices.
MY ROLE
I partnered with the UX/UI team and the client to craft key product messaging, design wireframes, and map user flows for various user roles and new users, ensuring a cohesive and impactful digital experience.
1. Identify User Painpoints
THE PROCESS
I created a journey map to identify user challenges and pain points. In collaboration with Colgate's customer support team, we analyzed past issues and categorized them across the user journey from awareness to retention.
* a journey map detailing user action, painpoints, and solutions2. Define Key Messaging
THE PROCESS
From there, I worked with the product team to define key product features and solutions that will solve identified problems. I crafted value props and key messaging that appeared across the new website, providing a solid content foundation for UX designers.
*copy example for a new subscription model
HIGHLIGHT
One of the challenges we faced was renaming the subscription feature, as illustrated in an early wireframe copy here.
We experimented with names like "Smile+" and various branded options. Ultimately, "autoship & save" emerged as the clearest choice, resonating with our busy user base who values direct communication.
3. Design Content Hierchary
THE PROCESS
With our UX designer on board, we started to collaborate on building out content hierarchy and modules for key pages across the experience, including the homepage, PDP, PLP, cart, checkout, subscription, dashboard, billing, admin, etc.
4. Craft UX Copy
THE PROCESS
One key challenge was to support users in navigating different order options: bundle, imprint, auto-ship, and one-time purchase. Below is a sample of the microcopy I wrote to guide users in deciding the best saving option for their office’s needs.
During the design of the all-in-one dashboard, we worked closely with the Colgate team to delve into their business model to prioritize product features that offer the most value to users.
The final feature shown below empowers users to easily manage office inventory, invoice payments, transaction histories, shipment tracking, loyalty savings, and more.
THE RESULT