HoMe: Website Rewrite and Redesign

Role

UX Writer/Content Designer, UX Designer, Brand Specialist, Copy Editor

Duration

5 weeks
Nov. 2022 to Dec. 2022

Tools

Google Suite, Product Website,
iPad for Wireframing

Deliverables

Background Research, Branding Consistency, Copy Rewrites, Wireframes, UX Revisions and Suggestions

Overview

I was lucky to connect with the artist and founder of HoMe via a mutual friend, and as we spoke, it became clear that they were seeking a Content Designer to help them revise the content on their product website in order to improve usability. As an English Language Learner, this person was also seeking someone to look at their raw text, collaborate with them, and work together to create a product website that would be appealing to a U.S. audience.

Problem

  • Inconsistent branding throughout website

  • Disorganized and unclear text descriptions (at times, overwhelming in length)

  • Frustrating user experience

Solution

As the Content Designer, I set out to:

  • Inject more personality and heart into the brand’s messaging

  • Establish clear branding across the website

  • Revise and rewrite text descriptions

  • Create a more streamlined, enjoyable user flow and User Experience

Getting Started

When I first met with the artist and founder of HoMe (at that time, known as “Memories Home,”) my first goal was to gain a clearer sense of the brand. I asked both exploratory questions and clarifying questions to learn more about the artist’s creative motivations and their backstory. The original website felt depersonalized, and therefore (I feared), may result in users leaving behind an “abandoned cart.” In learning more about the artist’s story and life, I hoped to give the brand a beating heart and make the products come to life on screen.

  • What art materials do you use to create these pieces? Is it a specific kind of pen/ink and paper?

  • Is everything hand-drawn? Tell me about your artistic process.

  • Do you use technology at all during the artistic process? If so, how do you use it?

  • What inspired you to begin creating this kind of art? Do you have a personal connection to any homes/houses you have lived in?

At this time, I also recommended creating a separate company name. When we began collaborating, the company was named Memories Home, which I felt would confuse users, as that is also the name of their iconic, featured product. The artist quickly changed the company name to HoMe.

The guiding questions I initially asked:

Beginning Page Redesigns

With more knowledge about the artist and their story, I was able to begin the process of redesigning various pages of the product website. I focused on 5 main areas for each page’s redesign: 

  • Branding clarity and consistency 

  • UX Design

  • Microcopy

  • Copywriting and Copy editing

  • Wireframing

Home Page

With the artist’s answers to my initial guiding questions in mind, I focused on:

  1. Creating a brand tagline

  2. Restructuring the text with new headings and shorter descriptions

  3. Adding in buttons to direct the user to additional information elsewhere

  4. Revising copy and microcopy

Original Home Page – Sample Text

Wireframe for Home Page

Revised Home Page – Hero Image

Elements from Revised Home Page

  • Features new company name, ‘HoMe,’ and new tag line: “Creating art and capturing memories to last a lifetime.”

  • Greatly condensed the original “About Us” section on the Home Page for a better, clearer user experience. The user is directed via a Call to Action button to learn more about the artist and their inspiration on a different page.

  • Clearly explains the artist’s medium and tools, while briefly introducing their product offerings.

  • Shortened the text description and emphasized that the decorations are for the interactive Memories Home.

About The Artist

To revise the About page, I asked the artist additional guiding questions to learn more about their initial copywriting choices. These questions included:

  • Would you consider including a current photo of yourself at the top of the About page and sharing your full name (first and last)?

  • Where did you grow up? Tell me about your childhood house/home. 

  • What was special and unique about your childhood house?

  • What inspired you to create your first Memories Home project?

  • Why is this style of art important to you?

  • When did you begin drawing houses? What made you create this company (HoMe)?


Based on the artist’s answers, I revised the copy for the About page, aiming for clarity, consistency, and relatability. I wanted the user to feel connected to the artist in order to increase their likelihood of purchasing a work of art.

Original About Page

Revised About Page

Shop Page and Products Pages

When I began to tackle the Shop page, along with the individual product pages, I noticed several inconsistencies related to pricing, shipping rate, the option to include a mat or frame, and the ability to add in interactive elements. This created a confusing user experience and at times, made it unclear as to what resources were needed from the customer, and what they would receive in return.

After consulting with the artist and gaining insight into their original copywriting and design choices for the Shop page, I was able to craft detailed product descriptions, as well as a streamlined return/refund policy and a clear statement regarding the shipping process. I also encouraged the artist to rethink the layout of the Shop page and transfer the “How It Works” section to each individual product page where it could be tailored to meet the artist’s needs for each specific product. This way, the user would understand exactly what images they needed to provide to the artist.

Any final editing was completed by the artist themselves, and at the present time, I know they plan to circle back and implement additional changes at a later date.

Before

After

Elements from Revised Shop & Products Pages

  • Proposed Wireframe for Shop page

  • Proposed Wireframe for Product page

  • Revised product description for the Memories Home item

  • Revised return and refund policy

  • Revised shipping statement

Reflection

It was a pleasure to work collaboratively with this artist as they get ready to share their work with the world for the first time. As someone who is deeply passionate about memories, storytelling, and family, the artist’s mission really spoke to me and I knew I could contribute my copywriting, branding, and UX skills to improve the usability of their website. I look forward to seeing how these changes affect product sales.

Images courtesy of https://www.memorieshome.com/

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