The Problem
Durex’s old site was an outdated consumer goods site with little more than a product listing. Durex, which had been losing market share to Trojan, wanted to grow its brand by appealing to couples and romance, as opposed to Trojan’s more singles-based messaging.
The Process
Durex had a large existing library of content and interactive applications around romance and advice for couples. Our challenge was to leverage this content in a way that was comprehensive and informative while being fun and playful. The site also needed an updated and efficient e-commerce experience.
Download
The Product
The new Durex site launched to fanfare within the industry and served as a model for redesigns throughout their parent company, Reckitt Benckiser. The entire site allowed user personalization to make each page specifically targeted to the user’s interests and was fully responsive across devices. Overall traffic and time on site increased, as well as online sales. The site also launched alongside a mobile app that let couples find their perfect romantic song.