Colgate Professional wanted a global website to meet Dental Professionals (DPs) needs. And reflect their brand values and market leader position. Launching in the US, it would then be localised across Colgate’s global markets. Our challenge was simple and difficult: create a website everyone involved with Colgate Professional would be proud of.
We content-audited the existing site and interviewed dentists and patients, to ‘pen’ personas. Then, collaborating with the Colgate team, we developed an innovative dual-view for the new site. This was a task-orientated, interaction design that effectively turned it into a tool DPs could use repeatedly. We reduced pages to under 100; reskinned wireframes; deployed a cleaner look; used material design to lend tactility; and brought to life flat, data-heavy scientific studies with neat, interactive graph modules.
Colgate US were delighted. They rolled out localised versions in 34 markets. The website, partnerships and production management process was hailed as a model for future projects. The site has already won awards and, most importantly, Dental Professionals’ feedback has been unanimously positive.