SERVICES
Web design
User flow
Persona creation
Game interaction design
Ad campaign extension
AXE: MAGIC FINDER
Revamping Axe’s digital presence to be a one-stop style hub.
CHALLENGE
In 2017, SapientRazorfish collaborated with AXE to develop "AXE Digital 2.0," an online grooming destination to help young men discover their personal style. A key feature of this platform was the “Magic Finder," a gamified diagnostic tool that provided personalized product and content recommendations based on a short quiz. This initiative sought to modernize AXE's brand image and engage its target audience by offering tailored grooming advice and inspiration. The project was recognized with the Best Retail Website award at the 2017 Internet Advertising Competition.
APPROACH
The AXE Style Finder project was grounded in deep user research to understand young men's grooming habits, concerns, and aspirations. By exploring their anxieties around personal appearance and the desire to fit into or stand out within niche style groups, we crafted a tailored digital experiences and surfaced content that resonated with their unique needs.
We uncovered critical insights into their grooming journeys—from the influence of cultural trends to the emotional stakes of self-expression to inform the development of an intuitive, gamified style quiz that empowered users to discover their perfect hair styling products. This tool didn’t just recommend products; it built confidence by offering practical, personalized guidance aligned with their individual style goals, creating a memorable, impactful connection with the AXE brand.
build confidence by offering practical, personalized guidance aligned TO individual style goals
Surfacing products and content like how-to videos and full style influencers we aimed to make hair style part of young men’s overall style aspirations and realities.
Above: user interface design of multiple quiz screens and surfaced content.
BELOW: ADS CREATED TO INSPIRE SELF EXPRESS AND ALIGN WITH SOCIAL CLIQUES
The user flow and journeys
