Playtex
Earning Consumer Trust
Guiding new and expectant mothers through finding the right nursing bra.
Client
Playtex
Industry
Intimates
Services
- Content Stragegy
- Copywriting
- UX Design
- Visual Design
- Front-End Development
Technology Platform
IBM Websphere
Project Approach
Research-Driven Decisions
We began the project by analyzing product information, subject matter research, and consumer research. Our consumer research revealed a key insight: As consumers, expecting parents place emphasized value on trustworthiness and knowledge. In a potentially overwhelming new purchase environment, consumers were looking for the brand that best supported them. This insight guided our content strategy, content development, and design decisions.
Learn More about Our Process Download Case Story as a PDFResults
8:10 Average Time Spent on Page
Ecommerce Strategy
Omnichannel Connection
This page is an online extension of the in-store experience. Store signage and product tags direct users to the page, which has two roles. First, it helps users quickly make informed purchase decisions while in-store. Secondly, the page’s educational content gives them a reason to come back to the site and re-engage with the brand.
UX Design
Personalizing the Experience
Our design asks visitors to choose if they are expecting or nursing. We then offer tailored content about the body changes they may be experiencing and which product features may be most helpful, as well as providing sizing guidance.
Content Strategy
Building Trust Through Knowledge
In addition to product information, we developed informative content about the experience of nursing to help prepare expecting mothers. We organized the content into clear sections and digestible pieces to avoid overwhelming visitors. Our goal was for them to feel informed and supported by the brand.
Copywriting
A Delicate Balance
The copy has an empathetic voice, fitting for a sensitive subject. It reinforces Playtex’s role in providing comfort and support for a mother’s journey.
Results
656% Higher time spent on page compared to the rest of the OneHanesPlace site
