Halfway through the project, they decided they should no longer focus on Sherry. This switch then modified the brand message to a condition/cure strategy. The site became more of a resource for a visitor to search the health condition they were struggling with and find the remedy.
We introduced a focus on the condition with the intention that people who are doing a search would most likely search their symptom rather than the product. Navigating through the site, the user experience should reflect solutions to those conditions.
Next, we built in functionality to highlight sales and discounts easily. So as the client could do without having to contact us to make changes.
The simple question at the footer of the home page; “How do you feel?” was a reflection of how we wanted to treat this entire site: How do you feel? Let us help you feel better.
We had a decision to make on how we wanted to present our message. Either show the visitor their pain or show them their aspiration. By focusing on how they hope to feel, we can take their mind off their current situation and place their thoughts on a solution. The imagery used throughout the site shows the things someone suffering from their condition would want to be able to do. Then we present the product solution associated with that condition. The user ultimately connects that goal with the product and moves closer to a purchase.
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