OVERVIEW

While working at the Gokhale Method, I headed the redesign of the Gokhale Method online shop as the company changed shopping cart services. Part of my work on the shop included providing all new content, except existing product descriptions (many of which were updated and all of which were edited). This included technical copy such as the return policy and the product specs, marketing content on the home page of the shop, the UX language of various order confirmation screens, and all order-related email copy such as shipping confirmation and abandoned cart recovery emails.

The content for the store was drafted using the style guide I created for the Gokhale Method, based on company values such as authenticity, empowerment, and holism. I created all content with a focus on user-centered principles, using empathy, logic, and data to connect with and guide users. The goal of all content was to help users complete their goals and get value from the website, through language that is clear, complete, and comforting.

EXAMPLES

The alternating content on the main page of the shop guides users to additional material that can help them find the most pain relief. Site traffic showed that many visitors to the shop were not coming directly from our website; CS feedback confirmed that a large percentage returns and complaints were from shoppers who were not familiar with the posture method taught by the company, and consequently did not use the products correctly and found little relief. This content introduces the posture method and engages visitors who are unfamiliar with all that the Gokhale Method site has to offer. 

To personalize our experience and connect more directly with our users, we customized the order emails that customers receive. Again, we took the opportunity to present them with the information they most need to find pain relief from their purchase, and let new customers know about other offerings available to them:

Posture help is now headed your way!

Thank you for shopping with the Gokhale Method, and welcome to the Primal Posture® community. An email confirming your order has been sent to ___________.

To get the most out of your purchase and your body, make sure to watch our online tutorials for detailed instructions on how to use our products, and for gentle posture tricks like the shoulder roll that can bring you instant relief.

If you haven’t yet gotten hands-on Gokhale Method instruction, we bet you’d feel even better after attending a free workshop or a Foundations Course in your area.

View the online shop here.