Role

Graphic Designer

Skills

Branding, Typography, Photo Editing, Design Production

 

Background

This project was a three-month challenge for Proctor & Gamble’s Tide Studio to enhance the user experience of our DTC site. Using consumer feedback, user workflows, and creative exploration helped us restructure the consumer’s journey from the first ad to checkout.

Goal

Explore solutions for the consumer journey from the moment they click on our advertisement.

 
 
 
 

Exploration

Through user feedback, data analytics, and a thorough audit of Studio’s site we were able to discover insight into our user’s purchasing experience:

  • A large amount of our site engagement comes from social media, but our advertisements were outdated. Returning visitors were less likely to click on them again.

  • Users were experiencing roadblocks and were confused by our information hierarchy.

  • Our site audit and data analytics raised the same discovery of users getting confused and cart abandonment.

Hearing our consumers echo the same problems we found in our data helped us to explore solutions for the consumer journey from the moment they click on our advertisement.

 
 
 
 

Experimentation

In our first sprint, we explored new visual styles to reengage our consumers with fashion-forward imagery. We deconstructed our site’s content and reorganized the information for easier way-finding. With our visuals and information updated, we began testing our solutions with target users.

 
 
 
 
 
 

Execution

As we collected data and feedback from our users, our team focused on the journey through our newest feature: subscription-based bundle purchases. We designed a new batch of advertisements, promoting the benefits of the bottles. This increased traffic to our bundle page and tracked the user’s experience. It was the perfect testing ground for our UX insights and finalizing branding updates. With a large amount of data from our testing and consumer feedback we drastically increased the CTR and conversions. Our team was praised for their understanding of our DTC audience.

 
 
 
 

Takeaways

Discussions with our consumers, both in group sessions and on social media, led us directly to the pain points with our data confirmed. Being about to focus on the journeys they experience through our content helped form our design system to help bring confidence and clarity to every visitor.

Branding is a seamless design. Bringing the same design quality from our advertisements throughout our site helped enhance our engagements and boost our new users.