Product Catalog Overhaul

New positioning. New copy. New sales records.

METHODS
Competitive analysis, Stakeholder Interviews, Cohort/Concern Prototyping, Copywriting, Feedback Review, QA, Usability Testing

COLLABORATORS
Product Team, UX/UI Designer, Sales & Merchandising

+148%

REVENUE

In 2020, our team improved virtually every user touchpoint in the customer consideration and purchase journey. As outdated product pages were redesigned, I worked with our merchandising and product teams to strategically reposition and rewrite our full catalog.

Life-improving benefits were emphasized ahead of technical features. Core value propositions were re-defined. And unique selling points were clarified. Users responded with their wallets and a drastic drop in CX calls over product confusion.

DELIVERABLES

Brand Positioning

• Differentiate both functionally and emotionally—from removing painful wildfire smoke to capturing dander so you can keep a beloved pet

• Customer segmentation based on core concerns

 96 Unique Listings and Enhanced Content Blurbs

• Turn complex technical jargon and features into easy-to-read copy that’s centered around the user

• Implementation of a PIM (Salsify) to standardize across major retailer marketplaces