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Challenge
An established Danish beauty brand, combining exclusive luxury with sustainability, responsibility and transparency
Looking to launch into the international market, Rudolph Care approached us to help them with their communication strategy, and redesign their e-commerce website.
Approach
Striking the Perfect Balance
Redesigning the Rudolph Care website required a clear vision and a mutual understanding of the brand. We facilitated workshops that would help stakeholders crystallise the brand vision.
Finding Common Ground
To facilitate a costructive discussion we prepared 3 communication strategies, balancing all the different brand values the Rudolph Care team had mentioned in varying degrees. For each of the concepts we prepared a walk through of selected references, image mood boards, Product Detail page wireframe variations and comparisons.
Strategy #1 - House of Rudolph
The story is centred around Andrea and her story, and the people working at Rudolph Care. We want the consumer to create a relationship with the brand, anchored in shared values, and trust. This enables the brand to become the expert, with a human face, advising their customers.
Strategy #2 - Customer Centred
Products live in real environments, with real customers. We want to showcase the customers upfront to create inclusivity and a sense of community. Customers recommend products to each other, and are more engaged as users than buyers — shifting the focus from pre-purchase promotion and sales to post-purchase renewal and advocacy.
Strategy #3 - Full Transparency
Be beautiful, do good — Rudolph Care make products, for people who won’t compromise quality to be sustainable. We are open and honest about the informed choices we make, and how they affect our products.
Positioning the Brand
The workshops put everyone on the same page and enabled the team to make decisions. As a result, we came out with a combination of the House of Rudolph and Full Transparency directions, that then informed the redesign of the website.
Solution
Implementing the Communication Strategy
After having nailed the communication strategy with the Rudolph care team, we took all of the insights and built the e-commerce experience to reflect those key brand values.
Expert Advice
The Rudolph Care team wanted to take the opportunity to provide guidance and deep knowledge about their products.
Product Overview
Rudolph Care products are clearly distinguished by Product Universes that center around how they are used. We implemented this logic and created a clear Product Overview.
Product Universes
Separating products into Product Universes enabled tailored content and filtering options to help the user narrow down relevant products.
Categories
Categories represent the different steps in the routine and their order, and provide a fast lane for those looking to get a specific product.
Needs
Needs allow the user to filter products by a specific need and get tailored recommendations and content.
Product Families
Flexible product cards — Product Families — not only group together different product size variants and display their packaging upfront, but also allow the user to add any of the variants to cart without leaving the overview page.
Formula Transparency
Rudolph Care prides themselves on only using the best, non-toxic ingredients from around the world. That is something many of their customers feel very passionate about, so communicating that on the website was essential.
Star Ingredients
Each Product Detail page has an Ingredient Section, where the user can learn about the Star Ingredients and see a full list with links to the Ingredient Glossary.
Ingredient Glossary
Users can also browse the Ingredient Glossary, and explore products through Star Ingredients they want to include in their routine.
Danish Roots
Andrea Rudolph develops new products based on her own needs and those of her family. The Rudolph Care team wanted to communicate that on the website.
Inspirational Content
Rudolph Care can publish inspirational and shoppable articles, tag them and surface them where they are most relevant.