Colgate-Palmolive
Building daily oral-care habits through a gamified UX/UI
TIMELINE
March, 2024 - May, 2024
CLIENT
Ogilvy
ADVERTISER CLIENT
Colgate-Palmolive
ROLE
Lead Product Designer / Art Director
ContextIn Turkey, Colgate aimed to strengthen brand loyalty in a market with long purchase cycles and low engagement between each buy.
Household consumption of oral-care products is naturally limited.
This creates a ceiling on how often users interact with the brand, shaping both the financial viability of programs and users’ perception of long-term value.
The Affordability program faces a core challenge: Sustaining engagement in a category where brands must balance monetary value, purchase recency, and low buying frequency.
Problem
Users rarely feel emotionally connected to oral-care brands.
Traditional loyalty programs often fail to sustain engagement when a product is not purchased frequently. Ogilvy's creative team must create a digital experience that is useful even outside the buying moment, integrating in-store experiences with Colgate's digital ecosystem.
The opportunity lies in connecting the in-store purchase with a seamless digital layer that collects user data and unlocks personalized benefits, habits, and offers tailored to different product personas.
This meant creating an ecosystem where value doesn’t end at checkout, but continues through consistent, behaviour-driven engagement.
ResponsabilitiesAs Art Director and Lead Product Designer representing Ogilvy's creative team in São Paulo, I led a fast, insight-driven product process focused on identifying what could make people Sign Up and keep engaged in Colgate's Everyday program.
Activities
Mapped user behaviors and motivations in oral-care routines.
Benchmarked reward models, loyalty flows, cashback dynamics, and mobile engagement patterns.
Translated insights into opportunity areas.
Designed the end-to-end experience: onboarding, reward logic, personalized offers, navigation, and interface system.
Built a custom UI Design System aligned with Colgate’s brand but optimized for mobile-first use.
Deliverables
Desk Research
Content Design Analysis
Benchmark
UX Research
Insights
Timing and personalization are critical.
Personalized deals delivered at the right moment—aligned with repurchase cycles can significantly improve coupon redemption and perceived usefulness.
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
Gamification can close the engagement.
Interactive, game-like elements help increase return visits and give users more reasons to interact.
Data drives smarter decisions.
Tracking user behavior allows the system to fine-tune offers, improving both user satisfaction and efficiency.
Low purchase frequency impacts engagement.
Unlike fast-moving consumer goods, oral care products are bought less often, making it harder to sustain frequent user interactions.
How might we…HMW make the Colgate Everyday loyalty program feel genuinely rewarding and not just transactional?
HMW use gamification to create a personalized user journey that encourages consistent, long-term engagement?
HMW design an information architecture and user interface that makes coupon activation intuitive and seamless for Turkish users?
Ideation
Deliverables
Gamified UX/UI mechanisms applied to interface flows and user journey
Wireframe
Responsive high-fidelity prototypes
UI Component Library Design System
Video Concept Delivery
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Goal: Transform the home page into a strategic entry point that drives user activation by making sign-up frictionless and valuable.
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Goal: Simplify access to benefits
Reduce scrolls to help users reach everyday offers faster.
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Goal: Educate consumers about oral care tips tailored to users who join the program.
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Goal: Centralize and integrate all the user journeys and main features following a similar layout to a single page concept.
