Dove and Dove Men+Care Service Designs

Role: Senior UX Writer

Brief: Create a new central responsive user experience design to be rolled out globally

Responsibilities: Digital strategy, concepting, UX, content design, copywriting, UI

Dove

Possibly the most human, ethical and ‘real’ brand in the world, Dove doesn’t need any introduction. That’s why we created a digital service with no surplus.

The central design concept was absolute simplicity. We wanted to strip it right back to basics so the brand’s emotional and empowering personality did all the talking. It needed simplicity too as the site structure was being rolled out to 60 global markets with hugely varied levels of digital maturity.

An instinctive navigation put users in control of their own journey. From campaigns to products and advice to case studies, the content navigation has no bias towards any commercial goal. You’ll see this best from the home page - it’s all about the brand mission, with barely a product in sight.

The fluid UI accentuates this close relationship between company and consumer. Interaction points involve a 2-way conversational decision tree, enabling the customer to choose what they want to see and do next.

As well as helping to develop the experience design, I helped execute the content strategy with core product content, campaign storytelling and microcopy. Take a look for yourself, I hope you’re as pleased with it as I am.

Dove Men+Care

The Men+Care site utilised the same UX concept, with subtle changes based on user testing and brand insight.

The result of this analysis is a more product-first navigation and block-content framing.