Our user research showed that customers new to incontinence products come with a lot of doubts and emotional baggage to their first purchase, making them more subsceptible to behavioural nudging.

However when they find a brand that works they tend to stick to it, only making small tweaks to size and other product attributes over time.

To capitalise on this insight, we worked with Vivactive to implement a “first pack free” user journey, enabling us to move customers quickly from awareness into product trial and subscription set-up.