DYLAN BRADSHAW
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DYLAN BRADSHAW
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Celebrate life without compromise

La Vie™

Now you don’t have to change your lifestyle for your leaks. La Vie™ products are made to the highest standards of quality, performance and comfort, so you can handle leaks at the same standard you choose to live. Uncompromised.

Project Overview

Challenge

My team was tasked with redesigning La Vie's website to create a cohesive merger of La Vie Fem Care and Light Bladder Leak portfolios into one Master brand website that encompasses La Vie's Uncompromised brand idea. La Vie also wanted to develop a Give Back grant page that shares La Vie’s corporate social responsibility efforts in a meaningful way that connects and excites consumers.


Objectives

  • Give La Vie a complete brand makeover through the creation of ownable assets to design a foundation that can be carried out across multiple platforms
  • Highlight La Vie's CSR to create a world where girls and women are empowered, celebrated and encouraged
  • Increase traffic and become a destination for information

Project Scope

Tools

Photoshop, Illustrator, Figma, InDesign, trusty ol' pencil & paper


Team

1 UX designer (yours truly), 1 project manager, 1 copywriter, 1 creative director, 2 developers


My Role

UX Design, Art Direction, Branding


Timeline

Overall: 4+ weeks

Discovery & Research: 1 week

Design & testing: 3 weeks

The Research Plan

The Nitty Gritty

After starting the project, we established our research plan and goals with a focus on comprehending the target audience and their difficulties. We created an online survey and distributed it via social media and Userlytics. 


  1. Identify target audience: The target audience for this research will be women who use period pads and are interested in purchasing organic options.
  2. Conduct online surveys: An online survey will be created and shared through relevant online communities and social media platforms. The survey will include questions about current period pad usage, purchasing habits, and the importance of organic materials.
  3. Conduct secondary research: Find reliable sources and experts in the field
  4. Conduct user testing: Usability testing will be conducted on the current website design to identify areas of improvement and gather feedback from potential customers.
  5. Analyze results: We will analyze the results of the survey and user testing to identify common pain points and preferences, and use these insights to inform the design of the website.
  6. Develop design recommendations: Based on the insights gathered from the research, recommendations will be developed to improve the website design, including user-centered design principles and a focus on the target audience's needs and preferences.
  7. Validate design recommendations: The revised website design will be tested with a small group of users to validate the design recommendations and gather additional feedback.
  8. Implement design changes: Based on the results of the validation testing, design changes will be implemented to create a better user experience for the target audience.
  9. Evaluate impact: After implementing our recommendations, we will evaluate the impact of our research on the user experience and make any necessary adjustments.

The Results

What's the rub?

Based on the survey, with 86 respondents, 5+ interviews, and secondary research, the following findings were identified:


  1. Affordability concerns: 64% of women reported difficulties in affording menstrual products, with 21% indicating they were unable to afford them every month (Primary research).
  2. The most common types of menstrual hygiene products across all age groups were disposable menstrual pads (89.0%), followed by cloth menstrual pads (4.5%), tampons (4.2%), and only 1.6% used a menstrual cup. Disposable menstrual pads were the most common across all age groups (National Library of Medicine)
  3. Need for variety: 85% of women believe that a range of sizes, thicknesses, etc. of sanitary pads are necessary for a better user experience (Primary research).
  4. Preference for different types of pads: 79.6% of women reported that using different types of pads for different times of the menstrual cycle is more useful and comfortable, such as using XL pads during the night (Primary research).
  5. Key concerns when purchasing menstrual products: The most important criteria when choosing a menstrual hygiene product was comfort for disposable menstrual pads (31.3%) and tampons (41.5%), natural ingredients or organic products for cloth menstrual pads (51.4%), and custom fit for the menstrual cup (50.7%) Disposability, quality, size, affordability, and odor were the primary concerns expressed. (Harvard). 
  6. Trust in sanitary pads: Sanitary pads were identified as the most trusted option for menstruation among women (Primary research).
  7. Influence of word-of-mouth: Trust and testimonials are the major factors in trying or purchasing new menstrual products (Primary research).

Fun Fact: Your periods get worse when it is cold (brrrrr! ☃).

During the winter months, a woman’s flow, period duration, and even pain level are longer than the summer. This pattern also extends to women who live in colder climates rather than warmer temperature….aaaaand that’s why I had to get out of Chicago. (kidding but not completely kidding)

Website Breakdown + Considerations

Purpose: Start the conversation with the visitor and direct her to the pages of the website where her questions can be answered.


What we want her to take away:

Think: 

  • La Vie has Fem Care and LBL offerings
  • La Vie is an organic cotton top sheet product that works better than others. (This is the key piece we need to convince her on because it is our differentiator)

Feel:

  • That she can trust La Vie to keep her protected (protection is base-line need)
  • She doesn’t have to compromise with La Vie
  • La Vie is a way she can help empower women and do better for the world

Do:

  • Click further into the website (need links built in to drive to other pages)
  • Buy (repeat visitor looking for what’s new)

 

Purpose: 

Answer her product questions and reassure her. Convince her of product efficacy and get her to convert/buy. Inform her about LBL products and their benefits.


What we want her to take away:

Think: 

  • La Vie offers the best performing organic cotton top sheet LBL products
  • This product fits my needs and what I want/demand in a product
  • My questions are answered, and I am convinced to switch to La Vie and want to buy


Feel:

  • I am not going to compromise by switching
  • This product lets be do something better for myself and body
  • I don’t need to fear the product failing and causing embarrassment


Do:

  • Click to buy/shop
  • Navigate to another page

What is the Grant Program?

  • La Vie will be donating ($TBD) in grants to empower women in the STEM field
  • We will be partnering with a nonprofit whose mission is to empower women in STEM (i.e. AnitaB.org - TBD) to help execute this program


Why the STEM field?

  • It is an industry that faces gender inequality forcing women to struggle and compromise


Our Impact with the Grants

Recipient Impact: These grants will support the work and progress of the recipients

Overall Impact: Our goal is to share these inspirational stories with our followers and to inspire others considering this field or struggling in it (inspire a higher standard).

We want to give women in STEM a voice on our platform to show their success and talk about how they overcame these gender challenges.


Why our consumer would care?

  • Reflects her need to support other women’s journeys and make the world a better place
  • Enables her to feel like she is connected to something bigger through our Brand
  • Will resonate with women of all ages

How does it link to the Brand

  • Functionally: Funding women focused on initiatives in STEM-related fields reinforces La Vie’s product performance positioning 
  • Emotionally: Recipients must “pay it forward” to help women around them accomplish their goals and needs to link back to what they stand for and are supporting themselves
  • Tactically: Ensure program can reach across generational cohorts, be used for marketing and clearly tell our performance story

Wireframes


Get sketchy with it

To jumpstart decision making and save (my precioussss) time, I started off my design process with some rough sketches and wireframes. I drew inspiration from the initial user interviews, the business objective, and the heuristic evaluation to come up with my sketches. They all pointed to the same issue - there were way too many distractions in the flow.


Sitemap

Every pirate needs a trusty map to get the traysure (or booty, whatever floats your boat). A sitemap is suuuper duper helpful in visualizing the connection between the content and figuring out the hierarchy.

 

Lo-Fi Wireframes/Explorations

Creating low-fidelity wireframes using Figma is a massive game-changer (if you don’t use Figma ya need to get on it like, yesterday). It gives me a ton of flexibility to easily explore and test prototypes on the fly. I came up with multiple variations of the digital platform and the different modules for each page.

Branding

Look N' Feel

I’m a big mood board queen. ♛  

They are a fabulous way to gather inspiration and get those creative juices flowing. Through primary research, I learned that users felt La Vie's current branding felt outdated and catered to an older audience. I opted for a visually intriguing marriage between bold colors and exciting textures. 

Attributes

Bold

Uncompromising

Confident

VIbrant

Hi-Fi Wireframes & Prototypes

The part where I hunch over my computer for way too long (back problems amirite?)

This is my favorite part of the process where I can finally breathe some life into all my ground work and see how the finished product will look (posture be damned).

The Homestretch

Final Thoughts

With the final prototype come to fruition, I believe I checked every metaphorical box that I outlined at the conception of the design process. I gave La Vie a bold new look that neatly marries La Vie Fem Care and LBL portfolios into one Master brand website.

If I had more time, I would have liked to create a full social media plan to keep brand assets consistent across all platforms buuuut c'est la vie (sorry, couldn’t resist using that just one time).

Next Steps: Design Implementation & Handoff

This is the point where I can see the light at the end of the tunnel. My last task is to wrap this project up with a neat little bow and present it to our brilliant dev team to begin the development stage. I obsessively redline my final design deliverables because the dev team may not be aware of specific spacing and sizing of design elements. This also helps cut back on multiple rounds of QC and I endeavor to make the handoff process as efficient as possible to make things easier for final development. 

Maintenance: Grease the Wheels

Revisions are imminent as La Vie continues to grow with the flow. I maintain a direct line of contact with my PM, copywriter and the client to address future updates.

Your daily reminder to live life Uncompromised.

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