Helping women get comfortable with their vaginal health

 

Bayer - Canesten

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I spent a number of years building Bayer's vaginal health brand Canesten towards a braver point of view. One spotlight project was a YouTube series called The Naked Truth series featuring a female ob-gyn myth-busting beyond everyday taboos and questions. Another project involved defining user behaviors to create a robust and intuitive website, where women could learn the facts and get comfortable with knowing about their intimate health. 

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In addition, my time on Canesten included pitching for organic growth wins and new projects, developing and pushing the boundaries of the brand idea, user experience research and channel thinking, concepting, and KPI tracking including analytics design for iterative thinking and case study development. 

 

For the Canesten website project, I worked with UX Designers to create a new taxonomy where women could learn about products, symptoms, and treatments all in one place. We learned what women of all ages wanted to learn by observing their real questions through search trends and qualitative groups. 

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Agency: JWT London