Client: Angel Empowerment www.angelempowerment.ca
Dates: August - October 2020
Project Type: Graphic Design, Web Design, Front-End Web Dev, Photography, Illustration, Branding, UI/ UX Design, Creative Direction, Art Direction, Product Design
Angel Empowerment is a personal brand for Angel Kibble, author, speaker and Canadian Army veteran who shares her personal empowerment and healing journey from chronic pain, abuse, trauma and injustice to inspire and support others with similar experiences.
Scope
Design a responsive, e-commerce website that caters to mature women, especially veterans who seek help and support for chronic pain, abuse, trauma and injustice as well as organizations that provide similar support who seek empowerment speakers and coaches like Angel Kibble. Website also needs to promote Angel Kibble's co-authored new book launch of 'She's No Longer Silent'.
Relevancy
The website is an important communication tool for the brand and all the services and products, such as books, that Angel Kibble offers.
Roles and Experience
UX Researcher – Conducted comparative analysis of similar brands and through multiple discovery meetings to understand those that Angel Kibble currently supports while maintaining anonymity and confidentiality of her clients, gathered and analyzed qualitative and quantitative data to identify target audience and confirm and validate key findings to support the design of the brand's identity and vision.
Creative Director – Provided visual direction of the brand including art direction for photography sessions and visual design strategy and tools for social media content.
Design Strategist – Designed an information architecture road map and user journeys for website.
Digital Marketing Specialist - Provided a digital marketing and social media marketing strategy
Web Designer – Provided UI/ UX design with rapid, hi-fi prototyping and custom CSS to create a strong brand identity
Deliverables
A comprehensive digital marketing strategy to support and communicate the brand's mission and vision as well as grow brand recognition. A newly designed, responsive e-commerce website that stands out looking very polished and professional compared to its competitors. Website was launched at the same time as the new co-authored book launch of 'She's No Longer Silent', Angel Kibble's inaugural publishing.
Timelines - August - October, 2020
Phase 1 – Discovery, Brand identity exploration
Phase 2 - Comparative analysis, Analyze Qualitative Data
Phase 3 – Summary of UX Research, Ideation
Phase 4 - Present and Validate Design Strategy and Solutions
Phase 5 – Brand and logo design, UI Style Guide, Prototype
Phase 6 – Web Framework Build, Content
Phase 7 – Usability Testing, Debug, Delivery, Iterate
Phase 8 – Support, Training
Result
Within a day of the launch of the website on October 10th, 2020, the new co-authored book 'She's No Longer Silent' became the #1 best-seller on Amazon. The website is now the main communication and PR tool for Angel Empowerment.
