Excedrin Headache Product Selector

The Excedrin Product Selector needed to guide users to the right headache product based on their specific situation — without overwhelming them, losing them to abandonment, or running into the legal constraints of pharmaceutical digital marketing. The solution was a short, branching questionnaire that felt simple to use and had a clear payoff at the end.

The Problem Users needed a personalized product recommendation without being asked too many questions or being presented with information that could create pharma compliance issues. The flow had to be intuitive enough that users would complete it without assistance, and the logic had to be airtight enough that every path led to a correct recommendation.

How I Approached It If-then logic was used to map the full user flow before any visual design began. Every question, every branch, and every possible outcome was documented to ensure no path was left without a destination. The storyboard followed the logic map so the prototype could be built without ambiguity.

Pharma legal requirements were considered at every step — what could be said, how it could be said, and where couponing could be introduced without creating a compliance issue. The coupon at the end served both the user (a reward for completing the flow) and the business (an opportunity to learn about digital couponing behavior).

Deliverables Research findings, competitive analysis, user flow, storyboard, clickable prototype, and final wireframes. All available in the linked document.

Outcome A simple, branching questionnaire that leads every user to a personalized product recommendation with minimal friction and no reason to abandon. The experience was designed to feel helpful rather than clinical, and the logic behind it was documented thoroughly enough to hand off to any development team without ambiguity.

See my deliverables in this document—research findings on needs and competitive analysis, user flow, storyboard, clickable-prototype, and final wireframes.

Process Phase Images