COLGATE
EVERYDAY
Client
Colgate-Palmolive Turkey and Ogilvy
Industry
Health / Advertsing
Role
Product Designer (Project lead)
Year
2024
Key words: User interface, User Experience, Advertising, Oral Health, Agency
Project Overview
Context
Colgate-Palmolive has to create a program that shields the competition and at the same time offers consumers transactional and emotional advantages that justify their loyalty to the brand.
This program reinforces Colgate-Palmolive’s concern of being a caring, innovative growth company that is reimagining a healthier future for all people, their pets, and our planet.
Colgate-Palmolive is in the house of millions of Turks and therefore witnesses the daily struggle of these people to continue evolving. Colgate knows what their pains are and how to help them maintain their optimism and follow their dreams,
Strategy
To address this challenge, the Ogilvy creation team developed a gamified user interface for the Colgate Everyday interface, a digital platform designed to create brand loyalty that merges financial and other benefits with the brand purpose.
Challange
One of the main challenges for the Colgate Affordability program is to balance the monetary value, recency, and consumer buying frequency to keep the users engaged in the program.
The limit of use of Oral Care products in a home can be a limiting factor for the financial continuity of the program, which also interferes with the perception of benefits for the user.
Goal
The goal was to create a gamified user interface to deliver the best deals and experiences, maintaining Colgate’s top-of-mind presence in the Turkish market. The solution also enabled the gathering of user data to enhance personalized offers and optimize user coupons.
UX Process
In collaboration with Product Designers, Copywriters, and Art Directors, we applied and adapted the Double Diamond framework to align business goals with real user needs.
Methods
Discovery
Benchmarking focused on best practices, navigation, and architecture information scope.
User journey analysis.
Define
Data-driven content strategy.
Definition of brand voice and tone for consistency and empathy.
Ideation
User flow mapping and decision trees for a gamified interface.
Content development tailored to outcome-focused journeys.
UX writing and microcopy are crafted to drive clarity, motivation, and user action.
Delivery
The final interface is gamified and driven by content personalization, designed to engage users and guide them through a seamless, intuitive experience.
UX Research
Benchmark
To discover the best practices and innovations for an Affordability program we analyzed 4 players:
Player: Meu Carrefour.
The analysis focused on how the components were designed and their mechanisms.
Player: Méliuz.
The analysis focused on the way the app communicates with the user that its coupons were activated on the app.
Player: Cuponomia.
The analysis focused on the information architecture design and interface layout, but also coupon activation user-journey.
Player: Vitat.
The analysis focused on the activation mobile journey and also the information architecture design.
Define
‘‘How might we design a personalized program and integrated digital experience to keep market share in Turkish markets blending Colgate-Palmolive from it's direct competitors in a volatile economic scenario?”
Ideation
User journey + Wireframes.
During the ideation phase, we focused on understanding the users’ behaviors, needs, and pain points. This involved creating a comprehensive User Journey Map to visualize the end-to-end experience and designing detailed Wireframes to outline how users would interact with the digital interface.
These tools helped align the team on opportunities for improvement and innovation.
Visual Design
Designing without a design system — and turning it into an opportunity.
In the development of the Colgate Everyday interface, Ogilvy's creative team faced a common but critical challenge: the absence of a ready-to-use design system. Although the client provided helpful brand guidelines, there was no existing UI kit or design framework to support the creation of the interface.
While aware of robust systems like Google’s Material 3 and Apple’s iOS kits, I chose to create a fully customized design solution — one tailored to the brand’s identity, communication goals, and the specific needs of the platform.
Working within a tight timeline, I led the development of a scalable and cohesive interface that:
Respected Colgate's visual identity.
Ensured consistency across components.
Delivered a clear, accessible experience for users.
