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Hana

Sustainable feminine care for women who want to take their wellness to the next level.

CLIENT CHALLENGE

When Hana, a new sustainable feminine care brand, approached me, they had a clear vision: to offer women a high-quality, eco-friendly alternative to traditional feminine care products. But they needed a UX designer who could help them bring their vision to life and create a user experience that would stand out in a crowded market. They wanted a website that was easy to use, visually appealing, and aligned with their brand values.

MY APPROACH

From the start, we shared a passion for sustainability and a commitment to creating a user experience that would be second to none. We collaborated closely utilizing engaging product images, and thoughtfully crafted copy. Every element of the website was designed to offer a user experience that would leave women feeling confident, informed, and inspired.
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UX DESIGN

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BRAND STRATEGY

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BRAND DEVELOPMENT

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WEBSITE DESIGN

Brand Tone

Hana’s brand tone is all about empowerment and wellness. They want to empower women to take control of their health and wellness by offering products that are not only good for the environment but also good for their bodies. Their tone is positive, upbeat, and inspiring, with a focus on helping women feel confident, comfortable, and cared for.
Empowering . Conscious . Honest . Sustainable . Modern . Inclusive . Supportive . Confident . Progressive . Wellness . Natural . Bold . Authentic

PRIMARY LOGO

SECONDARY LOGO

Primary Background
#5DA2E3

Secondary Background
#427EB2

Tertiary Background
#F9E2E5

Specification Background
#EEF8FF

Calls to Action
#262626

Strategic Planning

Started by identifying the pain points and desires of users of feminine care products, using card sorting and affinity mapping to organize my research and insights. Then we created a detailed IA and wireframes that would ensure the user experience was as seamless as possible, with clear navigation and easy-to-use checkout process. We brought these pieces together with a visually stunning design that showcased Hana’s brand values and commitment to sustainability.
From the engaging product images to the thoughtfully crafted copy, every element of the website was designed to offer a user experience that would leave women feeling confident, informed, and inspired

Web Design

Developed Hana’s website to be visually stunning, easy to navigate, and fully optimized for the best possible user experience. Using the latest technologies and techniques, I built a website that not only looked great but also functioned seamlessly, allowing users to browse and purchase products with ease.

Mobile Design

Mobile responsive design was a crucial aspect of creating a seamless user experience for Hana. It ensured that the website adapts and functions effectively on mobile devices, providing an optimal browsing experience. By implementing responsive layouts, intuitive navigation, legible typography, touch-friendly interactions, and a well-defined visual hierarchy, Hana can engage users and make their shopping experience convenient and enjoyable on any mobile device.

Welcome

Signup / Onboarding

Homepage

Search / Filter

Product Details

Cart / Checkout

User Flow

This user flow aimed to create a seamless and intuitive online shopping experience while emphasizing their commitment to holistic wellness and sustainability. Meticulous research and user-centered design were employed to craft a user flow that guides users effortlessly through product discovery, informed decision-making, and a frictionless checkout process. It was to result in an enhanced user experience and increased conversions. The refined user flow solidified Hana’s position as a trusted brand, connecting with users who value conscious choices and a seamless shopping experience.

Cart Abandonment

Enhancing Conversion Rates for Hana

 

Bottom Funnel Optimization:

 

  • Streamlined Checkout Process: By reducing the number of steps in the checkout process and simplifying form fields, users were able to complete their purchases quickly and effortlessly.
  • Transparent Pricing and Shipping Information: The layout provided clear and upfront pricing information, including any applicable taxes or shipping fees, right from the beginning of the checkout process. This approach eliminated any unexpected surprises for users during the final stages of the purchase.
  • Reassurance and Trust Signals: Trust signals, such as secure payment icons and customer testimonials, were strategically incorporated into the checkout journey. These signals instilled confidence in users, assuring them that their personal and financial information was secure.

 

Cart Abandonment Recovery via Email:

 

  • Personalized Abandoned Cart Emails: Automated email campaigns were implemented to target users who abandoned their carts. These emails were personalized with product images, descriptions, and a clear call-to-action, enticing users to return and complete their purchase.

  • Time-Sensitive Offers: Leveraged limited-time discounts within the abandoned cart recovery emails. By creating a sense of urgency, these offers motivated users to take action and finalize their purchase.

Other Strategies:

 

  • Exit Intent Pop-ups: Implemented exit-intent pop-ups in the store to engage users who showed signs of leaving without completing their purchase. These pop-ups encouraged users to reconsider and proceed with their orders.

  • Remarketing Campaigns: Utilized remarketing campaigns to target users who abandoned their carts. By showing tailored ads on social media, users were reminded of the products they left behind, increasing the chances of conversion and prompting them to return to a specific Hana landing page.

User Persona

To understand the problem and solutions for this women’s feminine care product, I focused on a user-centered design approach. I started by identifying the pain points and desires of users of feminine care products, using card sorting and affinity mapping to organize my research and insights. I then created two avatars/user personas to help me better understand the needs and goals of young millennial entrepreneurs and mid-life yoga coaches, who may be interested in natural and sustainable feminine care options.

Name: Sarah Lee
Demographics:

  • Age: 27
  • Gender: Female
  • Occupation: Entrepreneur
  • Education: Bachelor’s Degree in
  • Business Administration
  • Income: $70,000 per year
  • Location: Urban area, United States

Entry Point:

  • Sarah is experiencing discomfort with her current feminine care products and is seeking natural and sustainable alternatives
  • She begins researching online for natural and sustainable feminine care products that align with her values
  • She discovers the product through a Google search or social media ad

Success Criteria:

  • The website provides clear information about the product’s ingredients, benefits, and sustainability features
  • The website has a simple and intuitive interface that’s easy to use
  • The checkout process is seamless and easy to complete
  • The product arrives within a reasonable timeframe and meets
  • Sarah’s expectations for comfort and effectiveness
  • The brand provides excellent customer service and responds promptly to any inquiries or issues

Task Flow:

  1. Sarah visits the website to learn more about product and brand
  2. She easily finds product description, reviews, and ingredients
  3. The website has a clear and simple navigation menu that allows Sarah to easily browse through the product options
  4. She selects the product she wants and adds it to her cart
  5. The checkout process is simple and intuitive, with clear instructions for filling in payment and shipping information
  6. Sarah receives confirmation email with estimated delivery date
  7. The product arrives in a reasonable timeframe and is packaged sustainably
  8. Sarah tries the product and finds it comfortable and effective
  9. She leaves a positive review on the website or social media, and recommends the product to friends and family


Findings:

  • Sarah values sustainability and eco-friendliness in her products
  • She prioritizes comfort and effectiveness in a feminine care product
  • She expects a simple and intuitive online experience
  • She values excellent customer service and responsiveness from the brand.

OUR PACKAGE DESIGN PROCESS

An Innovative Cup Focused on Comfort and Convenience.

Developed a bespoke range of packaging that encompassed convenience and comfort. We created labels for their cup wash, wipes, lubricant, and cup care guide featuring its signature cup sealable pouch bag in collaboration with a graphic designer.

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STATIONERY SYSTEM

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BRANDED COLLATERAL

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PRINT DESIGN

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CUP CARE GUIDE

Start a Project

Like what you see? Let’s team up and craft your project with style and seamless functionality. Team up with me for a blend of intuitive UX design and exceptional web development. Let’s chat!

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