It’s by U
The ask: A redesigned website with copy that clearly explained the brand
The target: Sara, 50, lives near Boston. Empty-nester. Makes her own floral arrangements as a creative hobby.
It’s by U sends customers DIY floral arrangement kits through monthly subscriptions or one-time kits—but their old website wasn’t conveying that effectively. I used notes from a focus group and competitive research and teamed up with a designer to make these improvements:
Created a More Engaging Home Page
Most people in the focus group were confused by the hero copy. It wasn’t clear that most arrangements were offered as monthly subscriptions, and the existing headline and imagery made it seem like it was an e-commerce website to buy pre-made flower arrangements. I changed the hero headline, subhead, and CTA to clearly frame It’s by U as a subscription service for do-it-yourself kits, and used the headline to focus on the emotional benefit of making your own floral arrangements as a monthly form of self-care.
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Below the hero, I added a How It Works section to give users a step-by-step overview of the subscription. This was something I found was common for other subscription services through competitive research.
I also changed the Why It’s by U section to include clear, tangible benefits (“It’s easy”) vs. more abstract language (“Discover, create, harmonize”).
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After:
Updated the “Shop” Section With a Dropdown Menu
When users clicked on “Shop”, they were taken to one page that listed all the products together. It wasn’t clear which products were available as monthly subscriptions or which were available to purchase as one-time kits. I updated this with a drop-down menu that breaks down products into three sections: Subscription kits, one-time kits, and accessories.
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Clarified the details for subscriptions
A common pain point with the old website was that customers assumed they’d get the same kit with every subscription delivery. The new page for Subscription Kits clarified that customers would get slightly different flowers with every delivery (in a similar style to the pictured arrangement).
