Guiding new users to stress-relief through intuitive web design

How we started

1. The collaboration kicked off with discovery and prioritization workshops, strategically identifying key problem areas. A crucial takeaway based on user feedback indicated a lack of clarity about Oxa’s purpose before purchase, potentially causing disappointment.
2. We continued with stakeholder interviews to learn about the goals of different departments of the company.
3. Based on the learnings from these activities, together with the client, we selected the use case to focus on during our research.
4. We interviewed carefully selected people from Oxa’s target audience and gained valuable insights into their backgrounds, pain points, and motivations. Simultaneously, we tested the website's usability, with a specific focus on the home page, and checked potential users' understanding of the product.

Our step-by-step process

1. Once the user interviews and usability tests were completed, our designer teamed up with the marketing team of Oxa to create landing page variations for one of their campaigns.
2. After crafting several look and feels and swiftly iterating on them based on the client’s feedback and preferences, a final version was ready before the tight deadline.
3. The smooth collaboration and the great success of the campaign paved the way for a full website redesign.

Designing marketing landing pages and conducting research laid a solid foundation for our website redesign, clarifying user needs and key sections to enhance the user experience.

1. Our primary objective was to emphasize the product. Oxa is not just about the app; it's about the garment. To showcase this, we introduced a product carousel in the hero section, prominently featuring the product. We featured distinctive images throughout the site, carefully isolating individuals from their backgrounds to prominently highlight both the users and the product.
2. One of Oxa’s unique selling points is its live feedback on resonance breathing, a concept that can be challenging to convey. To address this, we incorporated animations, images, and in-app experiences throughout the site to help users grasp this critical feature.
3. Research revealed that users struggled to understand the daily life problems Oxa addresses. We tackled this by improving the copy, optimizing image placement, and creating a new "Use Cases" page, effectively clarifying Oxa's benefits.

During the intense two-month collaboration, we navigated marketing requirements, documented progress, and handed over ready-to-develop pages to the development team on a weekly basis. We supported the dev team with comprehensive documentation, daily check-ins, and ongoing feedback to ensure smooth implementation.