Tena

Designing for cohesive, frictionless browsing.

WeAreDigital reviewed Tena's previous website and quickly discovered commerce and content were housed on different platforms and domains, affecting design consistency. A further audit of taxonomy and navigational structure revealed focus areas for user design improvements, including an improved path to purchase.

Wireframes assisted in communicating key functionality recommendations and opened up conversations around usability, content, and accessibility.

From there, crafting the interface was an interactive and collaborative process, defining the right amount of 'friendly, functional and accessible', paired with image and content recommendations to ensure the messaging and brand maintained integrity.

Personalising individual experiences and getting products into the hands of customers.

Understanding the nature of staging a physical product in a digital environment, the importance of relevant product recommendations lies at the cornerstone of acquiring new customers. Our dedicated team of strategists, designers, and developers worked together with the Tena team to engineer a product finder with an advanced logic matrix.

Personalisation was key to driving an exceptional customer experience. By dividing Tena's website visitors into segments, WeAreDigital were able to offer unique experiences tailored according to proven and relevant needs. The personalisation experiences at launch matched the existing segments known to Tena, aligning to the site structure. Over time, the program evolved to a more connected and personalised experience across channels.

Usability / UX and Content discoverability.

Advanced filtering and navigation systems were developed across the website to enable improved product and content discoverability. Tena's wide and diverse product range is easily user-filtered by absorbency, length, and size. An interactive product finder assists customers with product recommendations and drives sample requests. Tena's blog collection is powered by advanced tagging capabilities, utilised by both Tena - for curating content on various placements, and their customers - for content filtering.

The end result, showcased in industry-leading design interfaces, enables customers with quick and easy content and product discoverability experiences, improving site engagement and path to purchase.

Sophisticated Subscription Experience.

Tena's products represent an integral daily consumable for a large segment of the customer base, so subscription functionality was a must-have inclusion. The benefit of 'set and forget' for the customer is clear, and for Tena, considerable revenue potential from scheduled recurring sales.

WeAreDigital integrated the key feature onto all product pages via a 'recurring order' option that is displayed alongside 'one-time purchase'. The two call-to-actions, highlighted with iconography, empower users with choice and encourage consideration of subscription as an alternative to single purchase.

The simple module allows the customer to select delivery frequency on-page before continuing to checkout with the same seamless journey as a one-time purchase.

The subscription function supports existing business processes and logistics while growing loyalty with Tena's customer base and providing opportunities for cross-selling.