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Focusing broadly on a target market of women between the ages of 18 and 40, this site had to have very simple, quick top-level navigation for a dip-in, dip-out experience.??Using the sharp, witty style that is expected of the Bridget Jones brand, the site was built around a number of writing-led features such as psychometric tests.

The market lends itself well to peer-to-peer marketing and so the whole site was set up for viral communications whereby users could send e-cards and e-mail friends from any part of the site and direct them straight into the content.