The Problem
To build brand loyalty, the Resolve detergent brand had been trying to build authority as an expert on stains and stain treatment. Its existing site, however, had a complicated tip finding tool that was limited in its content and built in Flash. We needed to expand it to allow user-created content in a variety of media and to make it mobile-compatible.
The Process
We interviewed existing content experts to learn what kinds of content would populate the Tip Exchange. These included videos, text, and images that would be uploaded, voted on, and sorted by the community. Whiteboarding and paper prototypes helped refine the interface for the system.
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The Product
The final design was a blend of different content templates with a unique identity but still leveraging the Resolve brand. User engagement was high virtually from the day of launch. Top user tips lived alongside summer-themed content on the homepage. The Tip Exchange became an example to Reckitt Benckiser’s other brands of how to better engage two-directionally with their customers.