Les Essentiels d'Ana
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Use Case

Les Essentiels d'Ana

Web design

French YouTuber specialized in Organic Cosmetics and Well-being with 4,500+ subscribers, Ana decided to expand her reach through another important acquisition channel, a personal website.

Through her story I learned a lot about the 'Why'. Ana wants to live in harmony with the planet, tired of companies exploiting resources for the sake of money. She is compelled by brands with eco-friendly values and sustainable approaches to the environment. One day, she decided to act by sharing her thoughts and exploring alternatives to traditional polluting products. She deeply believes that we can root for the beauty and the planet at the same time.

Additionally, Ana isn't only a video producer, she has a goal, providing tools to help consumers like her to make better choices. That's why I took the task of creating a new online home for Ana. A fresh slate exposing a simple and effective look and feel combined with a unique and useful web experience, perfectly suited with her state of mind, and her values.

Content Architecture

Aside of providing fresh and regular content accessible through the main page, my Client desired to push her YouTube videos first in each blog post, followed by the detailed content, expanding the topic she is covering in the video.

Showcasing her favourite products in a Ecommerce way is one of her main request. It's part of a will to provide clear information about the best products on the market, and let consumers view her video review aside some bullet points showing the strengths and weaknesses of each product. This page is also part of the overall business model based on affiliate links.

Sketches & Prototypes

In this case and to reduce prototyping allocated budget, my Client and I decided to fuse sketches and wireframes, instead of producing low-fidelity prototypes using Balsamiq Mockups.

In my opinion, there isn't a better way to start brainstorming new layouts than drawing on a sheet of paper. It frees us of tool restrictions and help creativity to express itself.

Ana and I have chosen to go for Adobe XD as she wanted to be able to edit files on her end. This is a software that I particularly enjoy, compared to the combo Sketch-Invision, allowing to produce Hi-Fi prototypes in one environment instead of using two softwares.

Based on settled low-fidelity prototypes, I started turning low-fi prototypes into full-fledge high-fidelity prototypes. The difficult part was expanding visual identity into responsive and usable graphic assets. User testing helped validating user flows and visual identity by enhancing user experience and fixing missed opportunities.

Visual Development

To reduce development cost and get a closer release date, it made a lot of sense to choose Webflow, which is providing hosting and visual development tools at the same time. It allowed us to bypass front-end developers hiring.

Webflow powerful CMS is the killer feature that decided us to lean on this service first, because we needed an agile system fast to engineer.

Search Engine Optimization

In order to improve website indexation and faster traffic acquisition, I provided an SEO audit highlighting several key opportunities to take, a syndication network to strengthen netlinking and improve page ranks, and I've set up a silo strategy pushing landing pages with supporting content.

The results? In less than two years, Ana is now receiving more than 5,000 visitors a month. The next big step will be to better convert this traffic by implementing email opt-in and nurturing visitors using email automation.

“Vincent succeeded to transcribe my confused ideas into a highly performing website that perfectly suits me”
- Ana Rudelle, Founder of Les Essentiels d'Ana