Breathe Right: Website Redesign
Description
Redesign the Breathe Right website making it easier for visitors to use and
navigate while providing clear visibility and access to try, buy, and save on
Breathe Right Nasal Strips.
Objective
Develop an engaging and intuitive website experience rooted in user needs,
new content opportunities, research data, and comprehensive persona
insights.
What I did
• User Personas
• User Journeys
• Competitive Analysis
• Site Architecture
• Wireframes
• Interactive Prototype
• Functional Annotations
• User Acceptance Testing
Phase 1
Discovery
We used a variety of third party research tools such as Google Analytics, Simmons OneView, PHD Social Listening and Search Behavior Analysis to obtain performance data, analyze audience behaviors and develop insights to understand the initial user needs, pain points and areas of opportunity.
Phase 2
Personas
We developed three unique personas using insights and data collected from real people to identify the needs, goals and pain points associated with congestion, snoring and allergies.
Journeys
The individual journeys depict the ideal paths and touchpoints our personas would engage with during their online experience. It shows what source brought them to the site and their intentions or goals while on the site.
Key Takeaways
Reviews & Testimonials
Ability to read and write user testimonials that express life changing experiences as a direct result of using Breathe Right.
Ease of Use
Intuitive site navigation that enables users to locate the
specific information they are looking for.
Educational Content
Engaging educational content that speaks to the importance
of sleep and visually demonstrates how Breathe Right helps achieve better sleep.
Path to Purchase, Try & Save
Optimizing clear paths to purchase in addition to accessible coupon offerings to help increase customer acquisition.
Responsive Design
Provide an optimal user experience that is consistent across all devices.
Visual Aids
Compelling visual aids in the form of images, infographics, and videos explaining how the Breathe Right product works, its benefits, and efficacy.
Phase 3
Competitive Landscape
Evaluating the competitive landscape was a integral step in the discovery process that would help us uncover areas of opportunity.
We conducted an analysis of several indirect and direct competitors and documented their usability successes and shortcomings according to our identified user personas’ needs, pain points, and ideal future state experience.
After identifying our audience profiles and capturing the findings from the competitive analysis, we began to outline the SEO strategy and data insights that would be used to help inform new content opportunities and the redesigned site architecture.
Phase 4
Information Architecture
We applied our audience needs and motivations, the earned and paid media engagement data and the high keyword organic search volume—specific to sleep, snoring and nasal congestion to help inform the new site architecture.
Templates
Outlines the number of pages that are similar to one another in layout, content and functionality.
Content Hierarchy
Illustrates the core content buckets and their corresponding sub-sections in relation to the overall site structure.
Phase 5
Wireframes
We new our audience was visiting the current site on both desktop and mobile devices with most traffic coming from mobile — 63% of total session durations, although desktop users where consuming more content with lower bounce rates and slightly longer session durations. This information helped us determine the need for a consistent and responsive framework that would provide a seamless user experience across all devices.
Phase 6
Functional Annotations
We applied the functional annotations to the final visual designs. It was important that the annotations clearly articulate how each call-to-action is expected to function as we wanted to eliminate any assumptions or misinterpretations at the production stage.
Phase 7
Site Transformation
Our team was able to successfully evolve the old and outdated Breathe Right website into a modern and relevant online user experience that is easy for visitors to navigate, engage with content and make purchases.
Before
After
Phase 8
Website Deployment
To ensure the site would function as intended, we worked closely with our technical leads and development partners to document, report and fix any bugs or visual inconsistencies prior to deployment—the new site was launched in January of 2018.
The brand and website underwent another redesign by a different agency and was launched under that new campaign in July of 2021.