PURELL® Amazon Content

One of my favorite opportunities working for GOJO has been revamping the look & feel of our Amazon product pages.

Previously, our pages were lacking in any real design system. They looked dated and generic, especially compared to our competitors. With a rise in trendy consumer sanitizers such as Touchland, our Omnichannel team came to our team and asked for a complete make over.

Within this project, the biggest opportunity for improvement lies in enhancing the design and visual communication of our basic content icons. This is the first piece of content shoppers see both in mobile and desktop formats. Previously, we used the same 5-7 basic content images across most of our product pages without differentiation made between products. We saw this as an opportunity to create unique content and icons that are specific to the products (e.g. travel size, formula specific, etc.), while also updating the visual look to be more modern and on-brand. There was also a desire to recreate the enhanced content pages as well so overall everything would connect visually as a complete set.

Our team set off on this journey by first researching other premium brands inside and outside of our category. We looked at other sanitizers as well as makeup, hair care, vitamins, lotions, soaps, and even electronics. After gathering a wide variety of examples, we dissected what they all had in common. Each basic icon read as a quick ad that could stand alone from the others, but together as a whole they had a consistent master design strategy and told a visually compelling and complete story.

Inspired by what other brands were doing, I started ideating what this meant for the PURELL® brand and our product stories. I must have created at least 30 different styles and versions before settling on the final design system.

The scope of work included 50+ products and multiple photo shoots.

This project not only gave me the learning experience of designing for ecommerce and developing a master design system, it also gave me the opportunity to work with TRG Multimedia on site for the various photo shoots needed. Based on the vision for each product, I detailed a complete shot list, selected talent from our partner agency, coordinated with stylists on wardrobes and props, and art directed next to the photographer. Afterwards, I worked with the external retouchers to ensure all needed edits were made.

Below is an example of the results.