Consumer Goods & Social Impact | B2C

Agency: Publicis Sapient

Location: London, UK

Services: Proof Of Concept, Product/ UX Strategy, Data Mapping, Community Strategy

Tools: Figma | Mural |PowerPoint

Dove, a global personal care brand turned social activist, sought to transform its website into an interactive activist community platform as part of its Self-Esteem Project. The goal was to increase user engagement and empower audiences to take meaningful action in Dove’s social initiatives. To achieve this, Dove needed a strategic, user-focused approach that would translate its community vision into a digital experience—one that not only educates and inspires but also drives participation and action.

Ambiguous project scope, requiring alignment on vision, deliverables, and format.

Diverse audience segments, each engaging with Dove’s activism differentl.

Lack of a structured community engagement model, requiring clear user journeys and participation incentives.

Need for service integration, incorporating third-party community tools for seamless interaction.

To overcome these challenges, we needed a strategic framework to align stakeholders, define engagement pathways, and validate technical feasibility before full-scale implementation.

To create a truly impactful community experience, we first needed to understand who the users were and how they would engage with the platform. Parent, actionist and teacher have been identified as the archetypical users and developed as personas for design decisions in the following steps.

To map their journey, we defined the pre- and post-sign-up experience for both new and returning users. Our UX strategy encompassed these journeys, integrating several community vendor technologies to streamline interactions.

To validate this approach, a proof of concept was developed, strategically selecting key user journeys to holistically convey the community strategy. This included screen flows, high-fidelity prototypes, data mapping, and integration checkpoints, ensuring its feasibility before implementation.