Gillette On Demand

01 Context and challenge

Gillette On Demand was created in response to changing consumer expectations and the growing online subscription market. Competitors such as Dollar Shave Club and Harry’s were gaining ground, while Gillette’s existing experience needed a complete UX and front-end redesign.

Working within a four-month timeline, our challenge was to create a faster, clearer, and more accessible subscription experience that could support Gillette’s business goals without weakening its established brand.

Key objectives

• Make the subscription journey easier to understand and complete.

• Increase revenue, users, and average basket size.

• Maintain or improve site performance and SEO.

• Improve accessibility throughout the experience.

• Create a design that felt distinctly Gillette while competing effectively in the digital subscription market.
  

02 Research and insights

Gillette did not have clearly defined personas for the service. The initial target audience was broadly described as people between 18 and 40 who used a systems razor, which was not specific enough to guide product decisions.

I conducted research to better understand digital subscription customers, their motivations, and the obstacles they encountered when choosing and purchasing shaving products online.

Audience insights

• Customers needed a quick way to understand how the subscription worked.

• Different customers approached the product with different levels of brand loyalty and shaving knowledge.

• Product information and purchase options needed to be easier to compare.

• The existing product-page structure was not being used to its full potential.

• The experience needed to balance convenience, personalization, and trust.

Personas

The research helped establish more focused personas, including the Cool Suburban Dad, the Gillette Loyalist, and the Career-Driven Gen Z customer. These personas gave the team a clearer foundation for prioritizing features, content, and user flows.

03 Design decisions

Information architecture and user flows

I reorganized the experience around the decisions customers needed to make: understanding the subscription, selecting an appropriate product, creating an account, and managing recurring deliveries. The revised flows reduced unnecessary steps and made the relationship between products and subscription options clearer.

Personalization

The redesigned experience helped customers identify a razor suited to their needs through a more guided and personalized journey. Product recommendations and subscription choices were presented as part of one coherent experience.

Protoyping and testing

I developed wireframes and prototypes to explore the primary account, product-selection, and subscription flows. Usability testing helped identify unclear language and interaction patterns before the final experience was implemented.

Accessibility and performance

Accessibility and performance were treated as product requirements rather than final-stage improvements. The interface was refined to improve readability, navigation, and responsiveness while supporting stronger site-speed and Lighthouse performance.

04 Results

Gillette On Demand successfully launched on March 25, 2019. The redesigned experience delivered measurable improvements across customer growth, revenue, performance, assortment, and accessibility.

Impact

• 35% growth in users.

• 150% growth in revenue.

• Expanded product assortment.

• Site speed improved by approximately 50%.

• Improved Lighthouse performance.

• Improved accessibility across the experience.