Reinventing a tired category in the face of aggressive competition.
 
Solving the problem by mining nuggets of customer insight. Converting that insight into a design idea inspired by popular culture. Customizing the design and marketing strategies to different market segments.  

Sounds very familiar. 

Check out this BusinessWeek case study about the redesign of the Norelco razor. I found it very relevant to how we create online experiences.

Adam Turinas