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Defining Our Market
Opportunity & Mission
Before diving into design, or content strategy we took the time to understand who we were building for. We compared the brand's mission, to the existing competitive landscape and saw white space as an educator and expert in sports recovery field.
User Personas & Journey
We defined four key user personas, to better understand where an athlete was in their career, and when they would look for help taking care of their bodies.
After defining our market, and the athletes the brand serves, we wrapped up our strategy discussions by getting clear on how this project would impact their business. We came away with three clear goals: educate the athlete, provide community, and make compression accessible to underserved markets.
Educate & Empower
One of the goals we pulled away from our discovery meeting was the need for recovery education. The limited content on the previous site was hard to access, and invisible on the home-page. We took the time to build education-focused landing pages, and entirely new blog pages.
Social Proof & Community
One of the strengths of the brand that was missing from the previous site was the community of athletes using the GLADI8R product. This time around, we made sure this social-proof was a focal point on the home-page. We built several different variations of testimonials, and reviews, that we're used in sport-specific landing pages, and throughout the main site.
GLADI8R HELPS MY LEGS
COME BACK QUICKER
AFTER A TOUGH PRACTICE.
WHAT I LOVE ABOUT THE BOOTS
IS YOU CAN CHILL OUT
AND STILL GET GREAT RECOVERY
York University Varsity Hockey
TRUSTED BY THE BEST
I NEED THE BOOTS IN THE
OFF-SEASON WHEN MY TRAINING RAMPS UP.
Carolina Panthers Organization
USSSA Pride Organization
Carolina Hurricanes Organization
Phoenix Mercury Organization
HAVING ONE OF THESE IN YOUR DORM ROOM AFTER PRACTICE WOULD BE A
Optimized For Mobile
MY LEGS FELT LIKE I WENT THROUGH A DEEP TESSUE MASSAGE AFTER JUST ONE SESSION.
Another business goal we prioritized in the update was making the checkout process as frictionless as possible on mobile. From product pages to an updated home-page, we made it as easy as possible to move from browsing to purchase.
We designed several landing pages, to experiment with what value-props worked best. In the end, we discovered focused on social-proof from pro-athlete reviews, and highlighting the science behind the product, led to the highest conversion rates.
We redesigned the product and check-out pages for desktop and mobile to answer buyer questions, educate the athlete, and make the purchase as easy as possible. The last variation of product pages featured extended education sections after the product page to help improve conversion rate.
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