Shea Moisture
The Objective
Share the behind the scenes of a purpose-led brand
Contemporised website in a campaign to build greater awareness of SheaMoisture’s commitment to giving back to
the community as a socially responsible business striving to make a difference.
Role
UI UX Lead
Ux Researcher
Duration
1 year
Location
London, UK
New York, USA
First steps
The Process
• 10 stakeholder interviews run across 2 weeks
I identified common user behaviours and experiences with tasks that the product/service is trying to address.
Stakeholder Interviews
• Heuristic evaluation
• Content audit
• Competitor analysis
• Scope & role responsibility
Analysis
I analysed the observations and synthesised them in order to define the core problems that we have identified up to this point.
Design and Prototype
The SheaMoisture story
The Outcome
Designed 15 engaging pages, spotlighting SheaMoisture's $10M+ community contributions and support for Black-led businesses, driving customer engagement through strategic storytelling.
Re-organised the information architecture, elevating key insights from underutilized annual impact reports to amplifying message reach and influence.
30+ years of investments and funding for the black/brown community
$10 mil
individuals impacted by the SheaMoisture ethical sourcing program
345,000
designed to share the SheaMoisture impact on the community
15+ pages
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The campaigns
The Outcome
Enhanced Homepage
The Outcome
Optimized the user journey with intuitive navigation, leading to an immersive exploration of SheaMoisture's brand ethos and purpose-led actions.
show the amazing work the brand does behind the scenes
Purpose
highlight products in-stock and focus on their benefits
Best sellers
Curl Guide- a personalized product discovery experience, rooted in user-centric design and educational engagement.
Boost sales
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