Creative Concept: The Excedrin redesign aimed to educate consumers on different types of headaches while guiding them quickly to the right product. The focus was on simplicity, accessibility, and fast decision-making. An interactive product selector provided tailored recommendations based on user symptoms, making it easier for users to find the right solution.

Execution:

• Website Development: A responsive, mobile-first site was created for seamless access across all devices, ensuring an optimized experience no matter where users browse.

• Interactive Product Selector: A tool was built to recommend the best Excedrin sub-brand based on user symptoms. The tool educated consumers along the way, helping them make informed decisions quickly.

• Enhanced Shopping Experience: Product pages were designed with clear calls-to-action, allowing users to explore Excedrin variants and purchase directly from the site. The shopping experience was streamlined, improving conversion rates and simplifying the path to purchase.

• Engagement Features: Integrated features included personalized product recommendations, coupon offers, and social sharing tools to increase interaction and brand advocacy.

• SEO & Analytics Integration: The site followed SEO best practices and incorporated platforms like Adobe Analytics to track user behavior, interactions with the product selector, and purchase intent.

Results: The redesign and interactive tools led to improved user engagement, higher conversion rates, and increased sales, helping consumers find the right headache relief faster and more effectively.