Challenges
Establishing an Emotional Connection with the User
The primary goal of the Dropps brand is to establish itself as a new, trendy, and environmentally responsible product for modern consumers. My task was to enhance the emotional connection with the user through the website redesign, turning everyday tasks into a pleasant and light-hearted experience that aligns with caring for both oneself and the planet.
Refreshing the Visual Style
Using the provided brand book and guidelines, my goal was to redesign the visual style of the website. The aim was to make it fresh, bright, and light, creating a joyful atmosphere around using the products, rather than making cleaning feel like a burden. The design needed to evoke a sense of lightness and youthful energy, even for a millennial audience.
Adapting the Structure and Content
While the site structure and content were provided, my task was to visually bring them to life. I needed to make the content look trendy and stylish, while keeping it approachable and friendly. It was important to maintain the brand’s eco-friendly and progressive image to highlight its values and modern approaches.
User research
Persona Formation
The primary persona for Dropps is a millennial woman, aged 30+, living in the U.S. She is environmentally conscious, values sustainability, and seeks products that align with her minimalistic lifestyle. She prefers eco-friendly solutions that reduce waste and has a strong preference for brands that are transparent about their environmental impact.
Evoking Enjoyable Experiences
The website should embody a sense of cleanliness and aesthetic pleasure, transforming routine tasks like laundry and dishwashing into enjoyable experiences. The design should evoke a feeling of lightness and playfulness, making cleaning feel like a delightful activity rather than a chore. Dropps' site should present its products as beautiful, desirable accessories that enhance daily routines, creating an engaging and pleasant user experience.
Waste Reduction Priorities and Transparency
Users in this demographic prioritize products that minimize waste and use sustainable packaging. They prefer items with biodegradable or recyclable materials and are attracted to brands that support zero-waste initiatives. Additionally, they value transparency about product ingredients and efficacy, seeking clear information on formulation and environmental benefits to ensure the products meet their high standards.
Solutions
Seamless Nature Integration
To enhance the brand’s focus on eco-friendliness and sustainability, I designed an interactive footer resembling water, with a wavy upper edge. Above the footer, I added sun, mountains, clouds, and birds — all illustrations previously used on product packaging. These illustrations were seamlessly integrated into the text, creating a sense of continuity and unity throughout the site.
The visuals evoke a feeling of lightness, playfulness, and innocence, which align perfectly with Droops' environmental commitment. The goal was to make the scrolling experience more engaging and reflective of the brand’s values.
Interactive Product Showcase
To make the website more dynamic and captivating, I incorporated interactive elements that users could engage with. One feature displayed product reviews from well-known publications, allowing users to explore what experts had to say about Dropps.
Additionally, I added a "before and after" photo gallery showcasing stained T-shirts, dirty pans, and cups—demonstrating the effectiveness of Dropps products in tackling tough stains both for laundry and dishwashing. Everyone loves a good transformation, and interactive content like this keeps users engaged and highlights the brand's efficiency.
Proud of Our Impact: UGC in Action
For one of the key sections, "Change begins with a single drop," I incorporated real user-generated content (UGC) from Instagram, showcasing statistics about how much plastic was avoided and similar eco-friendly milestones.
This approach helped connect with everyday consumers, showing that each person can contribute to protecting the environment and make informed choices. The use of UGC plays on people's pride, reinforcing the idea that by choosing this product, they are making the right, responsible choice.
Conclusion
The Dropps website is now complete and effectively captures the brand’s ethos of sustainability and eco-friendliness. The interactive elements, user-generated content, and cohesive design all contribute to a compelling user experience.
The leadership appreciated my bold idea of incorporating natural elements, which helped make the site playful and engaging. Overall, the website serves as an engaging platform that not only promotes Dropps products but also encourages conscious consumerism.