Alchemy / Procter & Gamble Oral-B App Redesign

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UX Design

USER RESEARCH

USABILITY TESTING

Outcome: Our Oral-B app redesign and use of the design sprint to test and learn through the process helped increase app engagement and ensure revenue growth
Oral-B wanted to redesign for greater customer adoption and usage
Hypothesis: Redesign the existing Oral-B app experience which will lead to greater engagement
Our team redesigned a free trial experience through a design sprint, bringing the team together to design, test and learn on the new design
From the design sprint, we took our tested designs and designed and launched the new version of the Oral-B brushing experience

Problem

Not getting as much adoption and usage of the app experience, risking the success of the Oral-B brush and app product

Users

Prospective and existing Oral-B customers who

Care about their dental health and hygiene
Looking for expanded support and assistance in understanding their current brushing habits
Do not want to waste time with non-valuable information

Business Goals

Increase customer adoption and usage
Identify any friction or low value points to change/remove in the experience

Opportunity & Solution

Explore updating the design of the app to bring greater value to existing features and add new features through user understanding

Led planning and running of design sprint to focus on redesigning Oral-B app
Aligned the team on research learnings and outcomes to inform continued product updates to design and capabilities
Created UX wireframes to determine app feature placement and user flows of features
Worked closely with UI Designer to bring wireframes to life in actual app experience through high-fidelity design

Our Process

MARCH 2018

Met with stakeholders and began planning design sprint along with regular product team cadence of work
Brought cross-functional team members together and ran the design sprint in 1 week, resulting in a testable early design prototype
Ran usability testing in design sprint and included team members to quickly generate team findings for continued product enhancements

APRIL 2018

Led the wireframe design to determine overall hierarchy, placement, and flow of the app experience
Worked closely with UI designer to ensure high-fidelity designed matched UX direction

2018-2019

Launched app redesign in the live Oral-B app for all customers

Design Concepts

Impact: The work I led on the UX architecture, end-to-end flow and visual designs helped drive customer adoption, growth and brand revenue.
I partnered closely with UI design to bring the design direction to life and improve the customer experience in improving their dental health understanding and habits.

Design Sprint

My work in planning and leading a design sprint helped align the team around user needs and create a testable prototype to test with users. I leveraged design thinking methods to help us create a baseline understanding with brand partners and collaborate through design and user testing to quickly make progress on the app redesign.