In the fall of 2018, I helped pilot Adobe XD to refresh the Sensodyne Website with my team. We wanted a website that curated content for specific sensitivity sufferers. We did a great job implementing a website that was designed responsively following ADA guidelines within our templates. The over 2/3 of the website traffic is from mobile (we created with mobile in mind). We built a site that emphasizes the high science that makes Sensodyne toothpaste the #1 dentist-recommended toothpaste brand for sensitive teeth and allowed customers to purchase the products right away. Within the first month, the website's increased use by almost 80% because we improved the user experience. 
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