Excedrin
Excedrin
Excedrin, a trusted leader in headache and migraine relief, set out to redefine its digital presence with a complete redesign of Excedrin.com. The goal: create a user-centric, mobile-first experience that combines head health education, practical tips, and product information—while driving engagement and conversions. In a competitive, cluttered market, my team built a robust digital ecosystem centered on three key content pillars—comprehensive head health education, actionable wellness tips, and innovative product insights—guiding users seamlessly from discovery to purchase.
Client
Excedrin
ROLE
UX and Design Lead
Category
Omnichannel Ecosystem
Omnichannel Ecosystem
Goals
Purchase Journey
Product Awareness
Category Awareness
Product Education
Purchase Journey
Product Awareness
Category Awareness
Product Education
Purchase Journey
Product Awareness
Category Awareness
Product Education
Purchase Journey
Product Awareness
Category Awareness
Product Education
Key Deliverables
Key Deliverables
Business Requirement Definition
Client Immersion Session
Data Audit and Performance Analysis
Audience Information Analysis
Audit and Gap Analysis
Competitive Landscape
Audience Profile Definition
User Journey Creation
Content and Experience Strategy
KPI Identification and Definition
Sitemap and IA Creation
Creative Foundation and Design Plan
Wireframes
Designs
Accessibility Standard Creation
Build Kit and Development Support
Business Requirement Definition
Client Immersion Session
Data Audit and Performance Analysis
Audience Information Analysis
Audit and Gap Analysis
Competitive Landscape
Audience Profile Definition
User Journey Creation
Content and Experience Strategy
KPI Identification and Definition
Sitemap and IA Creation
Creative Foundation and Design Plan
Wireframes
Designs
Accessibility Standard Creation
Build Kit and Development Support
Key Deliverables
Business Requirement Definition
Client Immersion Session
Data Audit and Performance Analysis
Audience Information Analysis
Audit and Gap Analysis
Competitive Landscape
Audience Profile Definition
User Journey Creation
Content and Experience Strategy
KPI Identification and Definition
Sitemap and IA Creation
Creative Foundation and Design Plan
Wireframes
Designs
Accessibility Standard Creation
Build Kit and Development Support
Our Approach
Our Approach
My team completely reimagined Excedrin.com with a UX-first, mobile-friendly design—delivering a streamlined, user-centric experience built to educate, engage, and convert. Guided by research and user behavior insights, we created an intuitive navigation system that made it easy for visitors to find head health information and explore products. Interactive tools, like a personalized product selector, empowered users to make informed decisions quickly, while clear calls-to-action were strategically placed throughout the site to guide users from awareness to purchase.
My team completely reimagined Excedrin.com with a UX-first, mobile-friendly design—delivering a streamlined, user-centric experience built to educate, engage, and convert. Guided by research and user behavior insights, we created an intuitive navigation system that made it easy for visitors to find head health information and explore products. Interactive tools, like a personalized product selector, empowered users to make informed decisions quickly, while clear calls-to-action were strategically placed throughout the site to guide users from awareness to purchase.
Our Approach
My team completely reimagined Excedrin.com with a UX-first, mobile-friendly design—delivering a streamlined, user-centric experience built to educate, engage, and convert. Guided by research and user behavior insights, we created an intuitive navigation system that made it easy for visitors to find head health information and explore products. Interactive tools, like a personalized product selector, empowered users to make informed decisions quickly, while clear calls-to-action were strategically placed throughout the site to guide users from awareness to purchase.
Dedicated Hubs
Dedicated Hubs
A modular content hub, optimized for SEO, amplified organic traffic and positioned Excedrin.com as the go-to resource for headache and migraine management. The refreshed design system, aligned with Excedrin’s brand evolution, not only elevated the user experience but also became a benchmark—informing digital strategies for other GSK brands. This culminated in a modern, engaging, and conversion-focused platform that cements Excedrin’s leadership in head care and pain management.
A modular content hub, optimized for SEO, amplified organic traffic and positioned Excedrin.com as the go-to resource for headache and migraine management. The refreshed design system, aligned with Excedrin’s brand evolution, not only elevated the user experience but also became a benchmark—informing digital strategies for other GSK brands. This culminated in a modern, engaging, and conversion-focused platform that cements Excedrin’s leadership in head care and pain management.
Dedicated Hubs
A modular content hub, optimized for SEO, amplified organic traffic and positioned Excedrin.com as the go-to resource for headache and migraine management. The refreshed design system, aligned with Excedrin’s brand evolution, not only elevated the user experience but also became a benchmark—informing digital strategies for other GSK brands. This culminated in a modern, engaging, and conversion-focused platform that cements Excedrin’s leadership in head care and pain management.
Key Features
Key Features
Enhanced Mobile-First Experience
The website is fully optimized for mobile devices, insuring a seamless and responsive experience across all screen sizes— catering to the 81% of users to access the site via mobile.
Comprehensive Head Health Education Library
Offers in-depth educational content on headaches, migraines, and related symptoms, providing users with reliable Web MD like resources directly within the Excedrin site.
Seamless Path to Purchase
Integration with tools like PriceSpider facilitates a smooth transition from information gathering to purchasing directly on the site – ensuring a user's journey to purchase is seamless and smooth with no hiccups or hindrances.
Enhanced Mobile-First Experience
The website is fully optimized for mobile devices, insuring a seamless and responsive experience across all screen sizes— catering to the 81% of users to access the site via mobile.
Comprehensive Head Health Education Library
Offers in-depth educational content on headaches, migraines, and related symptoms, providing users with reliable Web MD like resources directly within the Excedrin site.
Seamless Path to Purchase
Integration with tools like PriceSpider facilitates a smooth transition from information gathering to purchasing directly on the site – ensuring a user's journey to purchase is seamless and smooth with no hiccups or hindrances.
Key Features
Enhanced Mobile-First Experience
The website is fully optimized for mobile devices, insuring a seamless and responsive experience across all screen sizes— catering to the 81% of users to access the site via mobile.
Comprehensive Head Health Education Library
Offers in-depth educational content on headaches, migraines, and related symptoms, providing users with reliable Web MD like resources directly within the Excedrin site.
Seamless Path to Purchase
Integration with tools like PriceSpider facilitates a smooth transition from information gathering to purchasing directly on the site – ensuring a user's journey to purchase is seamless and smooth with no hiccups or hindrances.
More Works More Works
More Works More Works
©2025 Allison Pachilis
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©2025 Allison Pachilis
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©2025 Allison Pachilis
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©2025 Allison Pachilis
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