Womaness

Client

Womaness is a women’s wellness startup changing the conversation around menopause through innovation, information and inspiration. They’ve created a carefully-formulated product solution line specifically tailored to women not in their twenties.

Challenge

Heading into their second year, Womaness needed a digital designer to take charge of their Shopify e-commerce platform to maximize online sales. The interface hadn’t changed much since their launch, the site lacked detailed cohesion and there were missed opportunities to engage and retain users.

Approach

After reviewing the site as a whole, I created systems to carry out designs in a streamlined, strategic way, which is especially important in a small, fast growing startup. I made improvements to the user interface making decisions grounded in the user experience and site analytics, while still contributing creative for the e-commerce site, blog, email, social channels and marketing events.

Role

Senior Digital Designer

Expertise

Digital Communications Strategy, Campaign Design, Graphic Design, Website Audit & Analysis, Website Design, Digital Marketing, E-commerce, Email Marketing, UX/UI Design, Branding and Identity, Visual Design

Tools

Adobe Illustrator, Photoshop, Figma, Shopify, Trello, Slack, Loom

Collaborators’ Roles

Creative Director, Junior Graphic Designer, Copy + Content Director, Head of Digital

Home Page Redesign

After auditing the home page, I drafted updates to the existing wireframes in Figma and presented them to the team. My goal was to improve the user interface by organizing the page into digestible sections, including trust indicators (ie. logos, links and quotes from Press mentions), introducing a new look to the interactive quiz banner (highlighting the call to action), and adding new graphics in line with current month’s creative direction.

User Experience and Interface Improvements With The W Quiz

I identified the quiz as a space for improvement. The quiz is an opportunity for user to interact, learn and be presented with a customized array of products. It was useful in converting new customers, but only if users made it through to the end. I audited the quiz analyzing opportunities based on current usage and sales, reviewing competitors’ quizzes and talking with those who worked on the quiz initially for feedback. I then created and presented two versions, one easy to implement immediately and one more aspirational, adding a status bar to encourage follow through and matching the results page more closely to the product collection pages for a more seamless experience.

I designed welcome email capture popups for desktop and mobile to convert visitors into subscribers. These were programed using Klayvio.

Rapid Design to Embrace a Viral Moment

We learned that Gone in a Hot Flash was going to be a featured product on the Ellen Degeneres Show, which was an amazing opportunity to get the product in front of millions of women. I designed a new home page banner with a “Featured on Ellen” badge and added the badge to the product description page with a section showcasing the video recording from the show. The turnaround was tight and the timing was crucial, so quick concepting, clear communication and seamless collaboration was important to successfully capture the moment.

Representation Matters

As a mass market brand, championing diversity, equity and inclusion makes business sense. From the new graphic treatment of Womaness Woman to educational articles on menopause, I made sure to include imagery of Black women and women of color. This is just one small step towards combatting mis- and under-representation of marginalized people.

“What a pleasure it was to work with Ana at Womaness. She was collaborative from the get-go -- a designer who wants to solve problems alongside you. I always knew she was listening to what I needed and quickly offered solutions when I asked. Bonus: she's got great taste and is beyond cool, calm, and collected. She just gets it. I'd work with her again in a heartbeat!”

-Amy Feezer, Womaness Copy + Content Director

#HowItStarted Flashback for Women’s History Month

When we saw this old menopause ad, we knew we had to update it. I designed carousel graphic for our Instagram. Swipe to see #howitstarted and #howitsgoing.