By Abhishek Ganotra, Product Designer + Brand Strategy at Dr Water
Introduction
Dr. Water offers innovative products like water bottles and kettles that hydrogenate water, delivering health benefits through advanced hydrogenation technology.
In a competitive market, Dr. Water wants to stand out with its focus on scientifically explaining the benefits of hydrogenation, establishing itself as a trusted leader in the industry.
Problem Statement
“How might we address the lack of trust and clarity on Dr. Water’s landing page, which is leading to confusion and drop-offs in conversions?”
PROBLEM THE BRAND INITIALLY CAME WITH
High Drop-offs in Conversion
Customers were abandoning the purchase process, leading to higher bounce rate with an estimated number of 50%
Customer Queries Overload
The brand was manually answering a large volume of questions on Instagram, mainly about product use cases & benefits.
Loss of Trust
The volume of unanswered or delayed queries led to customers losing trust in the product, increasing bounce rates.
PROBLEMS IDENTIFIED THROUGH DEEPER INTERVENTION
Lack of Visibility for Key Information
Scientific explanations & product details were not prominently featured on the landing page, leading to confusion & missed opportunities to build trust.
Information Fragmentation
While the brand provided answers on a separate page, this information was not easily accessible or visible during the decision-making process.
Complex Communication
The technical explanations, though thorough, were not simplified for a broader audience, making it difficult for non-expert users to understand the product’s value.
Missed Trust Signals
The landing page lacked immediate, visually compelling elements that could quickly establish credibility & reassure potential customers
Existing Landing Page
Old Customer Journey
The demonstration of this user journey was a part of the process after analyzing data from Microsoft Clarity & doing the Heuristic Analysis of website based on the understanding from the initial problem + data from other distribution channels such as Instagram + Shopify Comments
User Queries Over Instagram + Shopify Comments
User queries from Instagram and Shopify need to be classified into relevant sections, with some already present & others requiring product-specific responses.
KEY REASONS FOR CONDUCTING THIS EXCERCISE
Improving Product Context
Classifying user queries from Instagram and Shopify helps tailor the design to address specific concerns, such as product features, pricing, & availability. This ensures the design directly responds to real user needs.
Optimizing User Experience
Grouping similar questions highlights pain points in the user journey, allowing for targeted improvements. Answering queries contextually enhances navigation and ensures users find relevant information quickly, reducing friction.
New Customer Journey
The new flow resolves key concerns by building trust and providing clarity. The Hero Section introduces missed benefits, while the Visual Difference Section addresses safety and quality doubts with measurable metrics. The Research & Science Section and Process Section validate claims and simplify technical explanations.
The Product Section segments offerings by personas and adds detailed metrics, improving navigation. By looping back from the Benefits Section to the Product Section, the flow reinforces trust and reduces drop-offs, ensuring users revisit products with confidence.
KEY ADDRESSING POINTERS
Trust and Credibility
Lab tests, certifications, UGC, and expert opinions directly tackle skepticism and inconsistent feelings, ensuring users stay engaged longer.
Exploration and Reassurance
The loop-back structure allows users to revisit the Product Section after exploring benefits and proofs, addressing concerns about trust gaps and drop-offs.
Wireframe for sections in new Landing Page
Visual Theme & Product Components
This moodboard distills Dr. Water’s brand into a calming and trustworthy visual identity. Soft pastel hues, natural textures like marble and bubbles, and clean typography evoke purity, wellness, and credibility. Each element is designed to simplify the product’s value while reinforcing its role in redefining hydration as a lifestyle choice
THREE PILLARS SUPPORTING THE VISION
Purity
Visualizes clean hydration benefits with clarity.
Trust
Establishes credibility through professional yet inviting design.
Calm
Creates a serene aesthetic to reduce user overwhelm
Final Prototype
Improving Product Perception & Adoption for Dr Water to Reduce Bounce Rates by 40% was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.