Colgate
Everyday
Clients
Colgate & Ogilvy
Industry
Heath & Advertsing
Role
UX Writer
Year
2024
Project overview
Context
Colgate-Palmolive is deeply connected to millions of Turkish households and understands their daily challenges. The company aims to be recognized not only as a trusted oral care brand but also as a caring, innovative leader committed to a healthier future for people, pets, and the planet.
Problem
The Affordability program faces a key challenge: balancing the financial incentives with consumers’ purchase frequency and product usage limits. Since oral care products have a natural consumption limit per household, sustaining ongoing engagement and perceived value for users is difficult. This affects both the program’s financial sustainability and user satisfaction.
Strategy
I was hired by Ogilvy as a UX Writer to help create a seamless, engaging digital interface for the Colgate Everyday platform. My work focused on crafting clear, persuasive content that guides users through the gamified experience, enhances understanding of benefits, and strengthens the emotional connection to the brand.
Goal
The goal was to design a gamified digital experience that delivers compelling offers and rewards, encouraging loyalty while keeping Colgate top of mind in the Turkish market. Additionally, the platform needed to collect user data to personalize offers and optimize coupon usage.
UX Proccess
In collaboration with Product Designers and Art Directors, we applied and adapted the Double Diamond framework to align business goals with real user needs.
Methods
Discovery
Researched best practices and competitor platforms
Analyzed navigation and information architecture
Mapped user journeys to identify key touchpoints and pain points
Define
Developed data-driven content strategy
Established consistent brand voice and tone focused on clarity and empathy
Ideation
Designed user flows and decision trees for gamified experience
Created content and microcopy to motivate and guide user actions
Delivery
Delivered a personalized, gamified interface
Focused on seamless, intuitive user experience driven by content
Discovery
To identify leading approaches and fresh ideas in Affordability programs, we examined 4 key competitors. Beyond just their features and flows, I focused on the writing — analyzing how their content enhances clarity, guides users, and drives engagement throughout the experience.
Meu Carrefour
Analyzed instructional microcopy and component texts to ensure clarity and ease of use
Reviewed tone and phrasing to reduce user friction in interactions
Méliuz
Evaluated notification messages for coupon activation to ensure clear, timely communication
Assessed tone consistency to build trust and avoid user confusion
Cuponomia
Studied label naming, button texts, and feedback messages to optimize comprehension and encourage actions
Checked error and success messages for clear, supportive communication
Vitat
Reviewed microcopy throughout the mobile activation journey to ensure concise and motivating calls to action
Analyzed text hierarchy and formatting to improve readability and ease of scanning
Benchmark
Define
“How might we craft empathetic and clear content that supports Turkish consumers’ daily challenges, strengthens their loyalty to Colgate, and encourages continued engagement with the Affordability program?”
Ideation
User Journey & Wireframes
In the ideation stage, we mapped out the user journey to identify key moments where clear, motivating content could guide users effectively.
We developed wireframes that integrated strategic microcopy and messaging to enhance understanding, reduce friction, and encourage desired actions throughout the interface.
This approach ensured the writing was an integral part of the design, helping the team spot content opportunities that improve the overall user experience.
Content Writing
Defining the Voice and Tone Without a Style Guide
One of the main challenges in crafting content for the Colgate Everyday Affordability program was the absence of a formal voice and tone guide. While the brand had clear visual identities, there were no specific guidelines on how to communicate consistently within a gamified, transactional platform aimed at Turkish consumers.
To tackle this, I reviewed Colgate’s existing communication—digital, packaging, and promotional materials—to identify core language patterns and brand personality traits. The goal was to capture a tone that is friendly, trustworthy, and motivating, balancing financial benefits with the brand’s caring and innovative spirit.
I adapted this voice to create approachable, clear, and engaging copy that guides users through the gamified interface. This included microcopy for buttons, notifications, and educational messages that encourage ongoing participation without overwhelming the user.
This evolving content strategy shaped every touchpoint, ensuring coherence and empathy throughout the user journey, even without formal tone documentation.
