COOL MOMS
Delta 8 Ecommerce Site for Millennial Moms
DISCOVERY PHASE
The primary objective for this ecommerce site was clear: to break away from the conventional cannabis website dark web vibes cliche. The mission was to create a platform that not only offered high-quality Delta 8 products, but also exuded trustworthiness, approachability, and an unmistakable connection with the target audience.
MY ROLE
My tasks included conducting comprehensive user research; delving into our target audience's needs, preferences, and pain points through surveys, interviews, and persona development. This research informed the ideation process, allowing me to conceptualize design concepts in alignment with user insights and project objectives. I created wireframes and prototypes to visualize the user interface and conducted usability tests to refine these concepts with potential users. Additionally, I was responsible for crafting the overall design hierarchy of the site, ensuring a visually appealing and engaging user experience. Collaboration with cross-functional team members was essential to guarantee alignment with the client’s vision for the site.
WHO IS OUR TARGET AUDIENCE?
The client's vision was to resonate with the “burnt out millennial mom on TikTok” demographic who want a break from the every day grind and a chance to unwind. I created a storyboard to show the user’s interactions, emotions, and pivotal moments at each step along the way. It serves as a compelling storytelling tool, offering a glimpse into the user experience, from her initial search for anxiety relief to the relief she finds in these products.
THE PROBLEM
Based on survey responses from women in our target demographic, there are several key challenges that need to be addressed:
A significant portion of our target audience is apprehensive about the legal aspects of Delta 8 products. It's crucial to provide clear and accurate information about the legality of our products in their region, addressing these concerns directly.
Many respondents indicated that existing Delta 8 websites come across as sketchy and do not resonate with them. This highlights the need for a website that exudes trust, approachability, and relatability to cater to our audience.
Potential users often feel overwhelmed by the vast amount of information about Delta 8 products. To alleviate this, we should strive to simplify the information, making it more accessible and understandable for our audience.
Key Considerations
72% interest in cannabis products suggests growing acceptance and curiosity among women regarding benefits of cannabis.
There is an opportunity to fill the gap by developing e-commerce platforms specifically tailored to address preferences and concerns of women interested in cannabis products.
88% felt overwhelmed by overabundance of info available about cannabis products, which indicates the need for creating a user-friendly interface and offering concise, easily digestible product information to make purchasing process more accessible and enjoyable.
THE PROCESS
Project Goals
Create a website that exudes trustworthiness, approachability, and relatability to address concerns about the sketchy perception of Delta 8 sites.
Simplify the presentation of information about Delta 8 products, making it more accessible and user-friendly to address the issue of information overload.
Develop features that offer personalized product recommendations to help users overcome the overwhelm of choice and feel confident in their selections.
Position the website uniquely in the cannabis e-commerce market to stand out from competitors and attract Millennial mom users.
Foster a sense of community among Millennial mom users, encouraging social interaction and support.
User Flow
A user flow is pivotal in ensuring a seamless and intuitive user experience. It guides users through an organized path of actions, simplifying the their journey, reducing confusion while allowing them to find products that resonate with their needs. The user flow is like an invisible hand directing users toward their desired destination on the site, making their experience enjoyable, purposeful, and reflective of the brand's user-centric goal.
Paper Wireframes
I created paper wireframes for the homepage as an essential step in the design process to provide a tangible and easily modifiable representation of the website's layout and content structure. These paper prototypes allowed me to swiftly sketch and iterate on various design concepts and layout arrangements, all while maintaining a hands-on, low-fidelity approach. By crafting these initial wireframes on paper, I could swiftly ideate and communicate my design ideas to the client, assess their feasibility, and make rapid adjustments based on feedback. This approach not only facilitated efficient brainstorming and collaboration but also ensured that our final digital design would be rooted in a strong foundation, aligning with our user-centered approach and catering specifically to the needs and preferences of our Millennial mom target audience.
Brand Voice
I designed fun names, taglines, and product copy that align with the brand voice. These creative elements not only enhance the overall brand experience but also resonate specifically with the target audience. By adopting a white label strategy, the client has the flexibility to tailor their offerings to the preferences and aspirations of millennial moms, ensuring that the products and their presentation truly speak to their users’ needs and values.
Key Design Elements
Vibrant colors
Playful imagery
Intuitive navigation
Brand voice that embodies authenticity, empathy, relatability, and empowerment
Easy to decipher mood profile
Go Time
I achieved a significant milestone by successfully launching the MVP (minimum viable product) website prototype to my client. This release showcases my dedication to creating an inclusive and approachable online platform. To cater to users unfamiliar with cannabis products, I meticulously designed a simple and non-overwhelming layout, ensuring that every visitor, especially millennial moms, can easily navigate and explore the website. Moreover, I added an element of enjoyment by introducing mood-based categories, a personalized quiz, and fun little pop culture references, empowering users to receive tailored recommendations while making their shopping experience engaging and memorable.
ITERATE AND RE-EVALUATE
User Testing Results
Next Steps
Lessons Learned
By infusing the website with a relatable atmosphere, we can foster a stronger connection with the target audience and enhance their overall experience.
Categorizing information in a fun and simple manner prevents us from overwhelming or frustrating users.
It's important to actively seek and incorporate user feedback into the website to help establish a sense of community and trust among users who may be unsure about the products.
GOALS ACHIEVED
We crafted a brand that millennial moms find trustworthy and approachable, countering the sketchy and unrelatable image often associated with Delta 8 websites.
Information overload has been mitigated by simplifying the presentation of Delta 8 product details, making it more accessible and user-friendly.
The website offers personalized product recommendations, simplifying the user's decision-making process and building confidence in their choices.
