Woolite

Building Woolite's USA's new website to improve their conversion funnal

As an Art Director for Wunderman Thompson (VML), I led numerous projects for Reckitt’s product portfolio, including web design.

The Woolite website redesign focused on showcasing the key benefits and messaging, “Less is More” and “Keeps clothes looking like new”, delivered through a balanced mix of imagery and content. The user journey was streamlined with an improved drive to purchase and access to the FAQ.

These efforts optimized the website for mobile and AA accessibility compliance to enhance the user experience.

Main KPIs

Project turnaround
Approval rate by brand lead
Stakeholder satisfaction
Brand consistency, highlighting the latest campaigns, and new pack branding
Mobile first optimization
Ability to manage multiple projects concurrently
Ability for the design team to execute based on home and product page mockups
Number of QA tickets

Website Planning

High-level audit of the current website to clarify the project’s ambition.

Sample slides showcasing the website structure and thinking behind the website redesign. Including the customer funnel planning based on how they could access the website (organic, paid search).

Content Creative Direction

As part of the website redesign, Creative Direction was presented for the visual content of the website, including pack shots, and a clear photography direction that mixed macro fabric shots and lifestyle imagery.

Copy development was also explored as part of the project.

Final Website Mockups

Home page and product page mockups.

To develop the new Woolite Homepage and Product Page, I first created the site map, with guidance on the customer flow based on the funnel and organic vs. paid search.