Goodwell Co.
Case Study
YEAR: 2019
The Client: Goodwell is a company with a mission. They create sustainable dental hygiene products in Portland, OR, and their flagship offering is a powered toothbrush that doesn’t use electricity or batteries. It’s a sustainable and revolutionary product in a category of its own.
My role on this project: UX/UI Design, Discovery Research, Visual Design
Project Objective: Goodwell was experiencing a lot of issues with their preexisting website. The technology used on their Shopify site was not performing as needed, and the visual design created confusion in their visitors. Both of these challenges were resulting in diminished sales and engagement.
Our objective was to raise the visual design and branding to a level that reflected the excellent quality of their products and the care that went into their design, and to streamline the user experience to make the experience pleasurable and memorable.
User Personas
In order to identify where the project needed to go, the Creative Director and I conducted discovery interviews with key Goodwell stakeholders and distilled portions of the data gathered into these personas. These personas represent the real-world needs of their core demographic and marketplace, and everything that follows was designed to speak to these individuals.
User Stories
For each persona, we created a set of user stories, which are brief statements that express what that particular user wants or needs from the company. By envisioning what their customers wanted, we could tailor the site experience to give it to them.
Site Map
After identifying our user personas and stories, we were ready to lock in the new website’s site map.
Guiding Keywords
As part of our discovery, we carefully curated keywords that identified our client’s core values. These keywords kept us focused on what was most important, and gave us an at-a-glance measuring stick against which to gauge our design choices.
Core Messaging
Built from your guiding keywords, these core messages were succinct statements that express how each of Goodwell’s core values translates into benefits for their customers. As we moved forward, these messages informed and infused our choices for UX/UI design and copy.
Preliminary Mood Boards
These mood boards were created as a general reference for where the project was headed. We created these so that a highly visual client could have something to look at in addition to a lot of research results that we generated.
Wireframes
With all of that locked into place, it was time to give our discoveries and intentions shape.
Home Page
Products Overview
Product Detail Page (PDP)
Final Visual Design of PDP
Client Testimonial
While on the surface Ryan's superpower is the ability to ‘break’ website and app user flows and interactions, his true superpower is what happens next. His perspective on customer experience goes beyond what looks right into what is the best holistic solution, and his mindfulness of the customer on the other end of the transaction is second to no other UXer I've known.
Rob Alan
Founder of Monumental Design Co.
