Zonein: UX copy and content Design

I worked on the launch of ZoneIn, developing every part of the digital user experience. For this project, I worked as the lone UX writer along with a small team including:

  • ZoneIn’s CEO

  • ZoneIn’s CFO

  • Outside designer

Project Goals, Challenges, and approach

Goals: Introduce the brand & product, entice users into the sales funnel.

Challenges: CBD presents a unique tight-rope that we had to walk: it has pain-relieving properties, but isn’t FDA-approved so we couldn’t make any direct medical claims.  It doesn’t help that there are a lot of competitors in the space and the public perception of CBD is still pretty suspicious. We also had to provide plenty of detail and explanation without burying them in it.

Approach: The journey I designed had three primary elements:

  1. Landing page

  2. Storefront

  3. Product page

  4. Cart

In order to see the full page, you’ll need to click on each image.

Landing Page

Briefly introducing the product, and our specific niche as a pain-relief/focus aid for athletes. Our founder was Seahawks legend Lofa Tatupu, so we needed to center his perspective while still getting users quickly into the storefront to get more information about the products.

Lofa’s full story was quite long, so I gave it its own page in the main nav, devoting the main page to introducing the benefits, products, and storefront via a simple, benefit-driven tagline and a quick link to the storefront, followed by more robust information and testimonials from both doctors and users. Provided other paths to the storefront further down the page so users wouldn’t need to backtrack.

We were still able to highlight Lofa’s involvement with the hero image, a good compromise which helped branding without slowing the user journey.

Storefront

Easily parsable images with very short descriptions, and options to either add to cart or learn more. Pretty basic

Product Page

Had to persuade the CEO that short, benefits-focused blurbs were more effective for modern shoppers than the long-form product breakdowns he initially wanted. We led with the benefits, then an add-to-cart CTA and subscription option, followed by the more detailed ingredient breakdowns. This allowed us to serve both quick-conversion and slow-burn users.

Cart

Bare-minimum excess copy. Show the items an editable cart, provide an obvious and intuitive coupon interface, provide both individual cost and subtotals, and then an easy path for the user to checkout to complete the journey.

Things I would have done differently

I think we could have worked a single-sentence excerpt from Lofa’s story into the landing page hero image as a quotation in order to better establish his perspective. This wouldn’t have lengthened the page, but it would be a stronger brand play and would get what’s unique about ZoneIn across more clearly and quickly.

The product pages should have had the subscription option be a selectable variable instead of a separate CTA, which introduced unnecessary back-to-back headers and buttons. We should also have put a second buy CTA at the bottom (or allowed the first one to hover at the bottom of the page) after the more comprehensive ingredient breakdown so users could instantly move from reading to buying without having to backtrack.

For the cart, having the ability to switch between single-purchase or subscription in-cart would have allowed users to up-scale their purchases on impulse, and make adjustments without needing to back track. It would also potentially have made quicker-conversion users who sped through the funnel aware of the subscription option.