Context
Every action we take is rooted in our brand values and mission. And as a company, we found ourselves in a difficult place where the brand and homepage no longer spoke to our primary customers. We needed to discover who these new customers are and why they are motivated to purchase from us. I chose the homepage as a testing ground for the discovery work, and landed on the goals below to guide separate portions of the project.
- Discover our new persona(s) with significance (n=1000)
- Build a logical brand story
- Execute a stronger brand to engage our audience
- Met ADA compliance
- Integrate best practices by building a design system
- Migrate the old site to our new platform
Success metrics
- Increase in conversion on the homepage
- Increase in overall impression in qualitative interviews in comparison to our main competitor
- Positively impact our NPS
- Increase in brand trustworthiness
- Build extensibility for the Design Team
Contributions
- Photography
- Executive level presentation
- Competitive research
- User interviews
- Project management
- Design
