Dove 100 Color Insider
Dove and Fashion Snoops joined forces to inspire women to dress in full color. The partnership helps women spot color trends and keeps them white mark free with Dove Invisible Dry Spray Antiperspirant, a 48-hour antiperspirant that leaves no white marks on 100 colors. The trend initiative includes insight on the top colors of 2018 and a series of how-to kits with insider knowledge on how to wear them.
– Inform modern women about the top colors of 2018
– Inspire modern women to wear the top colors of 2018
– Raise awareness about Dove Invisible Dry Spray Antiperspirant
– Generate interest that motivates fashion editors to write about the collaboration
– Strengthen the perception of Fashion Snoops’ brand through participation in the collaboration
My challenge was to create an intuitive user experience by seamlessly integrating two brand identities and developing the navigation as well as the overall look and feel of the site.
To ensure that the product would help users accomplish their goals, we tested users throughout the design process. We conducted user interviews and developed personas to encapsulate the common goals, behaviors, and challenges of our users.
After determining our two primary personas, we created scenarios and developed journey maps to inspire a well-developed solution. The chosen solution was a website that would help accomplish all of the project objectives. We pursued this solution by creating and testing wireframes and prototypes.
Based on user testing of wireframes and prototypes, I developed a design that integrates two brand identities and leads to an intuitive user experience for users seeking valuable color and style trend information. The subsequent interface supports a smooth user journey with simple layout and strategic use of color.
At the launch of the product, we began to collect data and monitor social media metrics. We will continue to measure the site’s activity to determine its success and make changes accordingly. Major objectives for future development include creating the Power Workwear and Special Occasions how-to kits and updating shoppable items on each color page.