Pantene
For the Pantene website redesign, the goal was to move beyond a product-centric catalog toward a topic-driven, editorial experience focused on hair care themes. The challenge was to ensure this structure did not compromise usability, testing whether women with different hair goals could still find products quickly and easily without friction.
To validate the new navigation and content strategy, we ran a qualitative UX protocol:
UX Testing with 12 users in London with diverse group navigating a functional prototype
Navigation & Utility Analysis: Tested if editorial sections supported or hindered product discovery
Iterative Prototyping: Adapted the prototype with creative teams between sessions based on early feedback
Navigation & Ergonomic Audit: Assessment of the topic-based prototype under real-world use.
We defined priorities for different consumer segments.
Concrete fixes to balance editorial storytelling with intuitive navigation.
Through user testing and iterative prototyping, we were able to assess whether the editorial, topic-driven structure supported product discovery and identify areas for improvement, ensuring that the concept was both engaging and usable.
