Meridol Colgate-Palmolive
Building daily oral-care habits through a loyalty experience
TIMELINE
March, 2024 - May, 2024
CLIENT
Ogilvy
ADVERTISER CLIENT
Meridol / Colgate-Palmolive
ROLE
Lead Product Designer / Art Director
ContextMeridol aimed to establish itself as an authority on gum health in markets where awareness is low, specifically Saudi Arabia and South Africa.
The goal was to educate consumers regarding gum's health issues by providing a gamified and personalized digital experience that educated consumers, delivered customized content and actionable advice, and ultimately drove users toward the best-fit product solution.
Problem
In Saudi Arabia and South Africa, awareness around gum health is significantly low, and visits to the dentist are infrequent. Most people only seek help when pain becomes unbearable, often when gum disease is already advanced.
At the same time, Meridol needed a way to:
Educate consumers about gum health in a simple, accessible way.
Position the brand as a specialist in gum care (not just another toothpaste).
Collect first-party data ethically in privacy-sensitive markets.
Drive engagement in regions with low digital health usage.
ResponsabilitiesAs Lead Product Designer and Art Director, I was responsible for shaping the experience end-to-end from strategy to execution.
My role covered both product thinking and visual leadership across the project.
Activities
Designing the full user journey, from onboarding to personalized results
Defining and building a custom design system aligned with Meridol’s brand guidelines.
Creating low- and high-fidelity wireframes and interactive prototypes.
Directing the visual language of the platform (UI, layout, iconography, hierarchy).
Ensuring accessibility, clarity, and mobile-first usability.
Leading Ogilvy’s creative, strategy, and tech teams.
Deliverables
Desk Research
Content Design Analysis
Benchmark
UX Research
Insights
The perceived value must go beyond discounts.
To maintain interest, rewards need to feel meaningful. The monetary offers alone may not be enough if users don’t see consistent benefit over time
Data drives smarter decisions.
Tracking user behavior allows the system to fine-tune offers, improving both user satisfaction and efficiency.
Simplified Content.
Complex medical information translated into simple, digestible language and visuals to ensure clarity and improve user comprehension.
How might we design a personalized digital UX/UI that helps users identify early signs of gum issues while driving engagement, educating high-risk groups, and supporting first-party data collection?
How might we…Ideation
Deliverables
Gamified UX/UI mechanisms applied to interface flows and user journey
Wireframe
Responsive high-fidelity prototypes
UI Component Library Design System
Delivery