It’s by U
The ask: Streamlined information architecture, updated website copy
The target: Sara, 50, lives near Boston. Empty-nester. Makes her own floral arrangements as form of self-care.
The full story:
It’s by U sends you DIY floral arrangement kits, mainly through subscriptions. It seems simple enough, but it’s surprisingly hard to convey in a website.
For one thing, certain styles were available for one-off purchases and some were only available as subscriptions. With subscriptions, customers also had trouble understanding that the bouquets they’d receive would be different each month, based on similar blooms that were in-season. Across the board, many customers weren’t fully aware that they’d be getting a DIY kit instead of a pre-made bouquet.
I teamed up with my agency’s web developer to develop an information hierarchy structure that separated different products into three clear categories. I also wrote copy for the home page and “about” page that clearly explained the brand offering.
HOME PAGE
“SHOP” DROPDOWN MENU
SUBSCRIPTION KITS PAGE
ONE-TIME KITS PAGE
PRODUCT PAGE
ABOUT PAGE
