Project Overview
- Company: Trojan & Nair (Razorfish)
- Industry: Consumer Goods, Personal Care
- Project Type: UX Strategy, Content Architecture, Mobile-First Design
- Timeframe: December 2020 – March 2021
Project Context
Imagine you’re managing two household name brands—one in personal care and the other in sexual wellness. Both have loyal customer bases, a wide range of products, and brand equity built over decades.
But their websites?
They haven’t kept up with modern user expectations.
- Neither site was mobile-friendly, despite a majority of traffic coming from mobile users.
- Product selection felt overwhelming, leaving users unsure of what to buy.
- Content was outdated and poorly structured, making it hard to find information.
At the same time, internal teams were stretched thin—there weren’t enough copywriters to update site content, and marketing teams were focused on campaigns rather than UX improvements.
I was brought in to help modernize these experiences, streamline content, and introduce intuitive product recommendation tools that would make it easier for users to find the right product, faster.
This wasn’t just a UI facelift—it was a strategic content and UX overhaul designed to make browsing, learning, and purchasing seamless.
The Challenge / Opportunity
The Problem
Both websites had fundamental UX and content issues that were negatively impacting user engagement and conversion rates:
- Outdated design & poor mobile experience – Frustrating navigation and difficult interactions on smaller screens.
- Lack of content structure – Users struggled to find product details, FAQs, and educational content.
- No personalized guidance – Users faced decision fatigue when choosing products, with no clear recommendations.
The Opportunity
Instead of just refreshing visuals, we focused on solving key user pain points:
- Implement a mobile-first strategy – Ensuring a seamless experience across all devices.
- Introduce product recommendation tools – Helping users quickly find the right product based on their needs.
- Reorganize content structure – Making it easier to navigate and find relevant information.
This was an opportunity to not only modernize the sites but also enhance brand credibility, usability, and customer satisfaction.
My Role & Team
Role: UX Lead
I was responsible for:
- UX Strategy & Mobile Optimization – Ensuring a smooth experience across devices.
- Product Recommendation Logic – Designing interactive tools to guide product selection.
- Content Architecture & Organization – Helping the brand define clear, structured taxonomies for their content.
- Cross-Team Alignment – Bridging marketing, development, and content teams to deliver a cohesive experience.
Both projects required deep collaboration with stakeholders—ensuring that UX didn’t just improve usability, but also aligned with brand positioning and marketing goals.
Process & Approach
Content Audit & Strategy
Before designing anything, we needed to understand what content existed, what was outdated, and how users navigated the sites.
- Conducted a comprehensive content audit to identify gaps and redundancies.
- Mapped out a new information architecture, making content easier to find and digest.
- Worked with internal teams to prioritize missing content and define brand tone.
UX Strategy & Mobile-First Design
Knowing that most users were on mobile, we took a mobile-first approach:
- Streamlined navigation & layouts for smaller screens.
- Redesigned product pages to emphasize key benefits and quick comparisons.
- Ensured all interactions were touch-friendly and accessible.
Product Recommendation Tools
Both brands had a wide range of products, which often led to decision fatigue. We designed interactive recommendation tools to simplify the selection process:
- Trojan Fit Finder – A guided experience helping users choose condoms based on physical attributes & personal preferences.
- Nair Product Selector – A tool matching users to the right hair removal product based on skin type, hair type, and usage preferences.
These tools not only enhanced usability but also reinforced brand trust—giving users clear, tailored recommendations instead of forcing them to guess.
Solutions & Deliverables
Implemented Mobile-First Wireframes
- Designed a fully responsive layout ensuring optimal experience across devices.
- Created detailed annotations for developers to ensure seamless execution.
Developed Interactive Product Recommendation Tools
- Trojan Fit Finder & Nair Product Selector provided personalized product guidance.
- Built with low-cost, easily updatable logic to accommodate future product expansions.
Refined Content Architecture & Taxonomy
- Simplified menu structures & product categories for faster navigation.
- Created content mapping guidelines to help marketing teams scale content updates.
Results & Impact
- Mobile engagement increased, with bounce rates dropping significantly post-launch.
- Users found products faster, reducing frustration and increasing purchase confidence.
- Product recommendation tools improved conversion rates, guiding users to relevant products quickly.
- The brand now had a structured, scalable content framework, making future updates easier.
By focusing on mobile usability, structured content, and intuitive guidance, we transformed the websites from frustrating experiences into streamlined, user-friendly platforms.
Key Learnings & Takeaways
- Content strategy is as important as design – Organizing information properly makes a huge difference in usability.
- Product recommendation tools reduce decision fatigue – Users appreciate personalized guidance rather than being left to guess.
- Mobile-first isn’t just resizing a design – It requires rethinking layouts, navigation, and interactions from the ground up.
- Cross-team collaboration is key – Aligning UX, marketing, and content teams ensures a more cohesive brand experience.
Final Thoughts
This project wasn’t just about refreshing visuals—it was about building a smarter, more intuitive user experience that improved engagement, satisfaction, and conversions.
By taking a mobile-first approach, reorganizing content, and introducing product recommendation tools, we empowered users to make better, faster decisions, ultimately enhancing brand credibility and usability.