CONTENT DESIGN
IHA Redesign
Without re-iterating the discovery phase shared on the product design case study, let’s take a quick dive into the writing.
microCOPY
Clear, concise copy make for a simple and easy to digest site.
To create familiarity, I chose words that relate to key themes in Igniting Hope Ministries’ messages. Among the highlighted were the pillar points of mind renewal, right beliefs, and radical life transformation.
Copy Criteria
Clear, concise copy make for a simple and easy to digest site.
To create familiarity, I chose words that relate to key themes in Igniting Hope Ministries’ messages. Among the highlighted were the pillar points of mind renewal, right beliefs, and radical life transformation.
Copy Criteria
- clear
-
concise
-
human
- consistent with brand voice
LANDING PAGE
404 page
Before
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Before
After
There’s no blame-casting on the user for getting lost. Take the focus off of the irritation the user is experiencing. Instead, a Wendy (Igniting Hope co-founder & fan favorite) quote points us back to what’s really important.
No matter the context, we can always spark hope.
Options explored
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banners
No matter the context, we can always spark hope.
Options explored
banners
Subtle invites
Results
Success!
The redesign significantly reduced the amount of help emails sent to customer service. A win for clarity.With the re-launch of IHA, interested browsers signed up to be students. Just a few classes in, revenue more than quadrupled for the ministry.
Iterating processes
Scale sustainably
As IHA grew, so did product ideas. Multiple instructors and project managers created courses which unfortunately turned into various voices, scattered tones, and inconsistency all around.
I implemented a system to create consistency in course pages. A simple solution: fill out a form, plug & chug information, and let the content designers work their magic.