She-ology

THE CLIENT:

She-ology is a women’s wellness brand that creates safe, effective, and reputable prescription-alternative herbal supplements that address disruptive hormonal symptoms for every stage of womanhood.

MY ROLE:

I was hired as part of an agency design team building the client’s website. I was tasked with shaping customer experience through content design and strategy, as well as developing core brand messaging pillars, brand narratives and education, brand phrases and taglines, product naming and narrative conventions, and a content style guide.

MY CONTRIBUTION:

The client’s main challenges were to speak to a broad customer base (women from ages 14 to 65+) and have an inviting, personable user experience while communicating absolute trustworthiness and credibility as their brand-defining features.

I first established the brand’s content style guide (voice, tone, core story) and accomanying brand phrases and taglines. Next, I developed core value statements and main content elements necessary to achieve the clients goals. I chose to create a customer quiz to guide the purchasing experience, include statistical elements to highlight their research-backed approach, and clearly state and define the credibility-building facts behind the brand (such as sourcing, formulations, production, and research). Working with my design team, we created a user flow that reiterated the brands value difference and answered user questions along the way. I then developed the content strategy for product collections and wrote the supporting narrative for each of the three product lines. From there, I developed key content elements such as brand story, founder story, and the blog to deepen the brand narrative and credibility. The result is a cohesive customer experience that has brand consistency even while speaking to very different customer personas in each product section.

RESULTS:

My work was well received by the client and fully implemented on the final website. It also established the content structure and conventions for all future content elements, which has carried through as the brand has since expanded its product line to include six additional items.