Make it easy for consumers to understand who Orajel is and how Orajel can help them address their full range of oral care needs. Promote Orajel as the trusted authority for oral care needs from teething to adult. Move consumers from information consumption to trial.
We had three sites we were combining into one as well as multiple personas all using the site differently. As both the creative director and the designer of this site, I focused on the navigation while creating a visual language that would help users navigate the site. We also determined that the site needed to be responsive which added to the complexity of the menus.
