EWG - Skin Deep
Empowering millions of people to make informed decisions about their personal care products.
Challenge
Inconsistent branding between EWG Verified and the EWG main website, along with confusing navigation and taxonomy was leading to frustration from users in finding critical information they needed to make informed product choices.
“I have a lot of difficulty finding the product I am looking for via the Skin Deep search. I have to search for "skin deep database (product name)" on Google to get to the product I am looking for.”
- Website Survey Response
Contribution
In collaboration with my team we conducted a discovery and redesign effort to create a site that met both EWG’s goals and site visitors needs.
Stakeholder interviews and workshops to establish goals and KPI's of the revised site.
Surveys with over 2000 participants to gather insights from EWG Skin Deep target audiences
Conducted card sort with over 700 participants to understand content categorization
Re imagined and user tested sitemap and taxonomies to support visitors in finding relevant content.
Working with our lead visual designer, insights were transformed into mockups that brought all of the pieces together.
Results
Delivered a redesigned information architecture that aligns to visitors expectations.
Developed content across the site that addressed usability issues uncovered from our research while maintaining scientific integrity
Surfaced related content to encourage browsing
Strategically consolidating content across the site while maintaining scientific integrity.
Identified new features and functionality for future enhancements to meet user needs.
Working with our visual designer, these insights were transformed into a new beautiful and easy to use website.
Visit ewg.org/skindeep
Workshop with client in Mural
Created re-imagined sitemap that was tested with end users
Card sort conducted on product categories to validate taxonomy and navigation labels
Reorganized product listing using results from findings with a refocused approach towards search