User Interface Design
Lovehoney Website Redesign
Lovehoney is one of the most popular brands for adult toys and gifts, with their product line ranging from sex toys to lingerie and other sexual stimulants for both close and long-range play.
This spec project focused on the redesign of Lovehoney, an established brand in the adult toy industry. My goal was to focus less on the selling of sex toys and prioritize the education and destigmatization of sex toys through curiousity and exploration.
View Prototype
Overview
Site Auditing
Wireframing
Launch
Outcome
With this project, I accomplished the following:
3+
Website Pages Designed
36+ Million
Website Visitors Annually
Problem Statement
There’s a stigma and sense of confusion around the adult toy market, leaving men feeling isolated from the sex tech market. Along with this, conservative views on sex and self-pleasure can leave people feeling embarrassed or ashamed when these topics come up. - Over 82% of women report owning a sex toy and regularly using it
- Lovehoney’s site features over 70% of female-focused sex toys, whereas men’s toys are at less than 30%
- In the UK, only 42% of men report using sex toys for solo play
- Moreover, men who do own a toy find there’s a negative connotation to this, feeling “perverted” or like a “loser”
Objective
Create an online experience that combines the purchasing of toys with sexual guides and how-to’s that combat negative stigma and promote sexual exploration/inclusivity. - Include relevant content that will educate the user and establish brand credibility
- Promote the health benefits of our product as opposed to solely prioritizing the pleasure principle
- Identify user’s needs and goals through interactive content (quizzes, questionnaires) to recommend them a more personaize product
- Help users better understand the difference between each product line
Research & Auditing
With goals, market research and user personas defined, we began to develop system sketches and wireframes. We explored big competitors and their approach to web design and content including LELO, Pure Romance and Jack and Jill.
Buidling off of our competitors’ layout, we developed a user-first approach; we showed them why this product would be the best fit for them through infographics, video demonstrations and highlighting key features.
Wireframing & Building
Wireframes are built to simply test the site’s architecture; from there, I moved into adding functionality to key aspects of the website. This included testing for accessibility, abiding by brand guidelines, and user testing.
Development & Launch
Once user testing was done, I continued to build out each page of the website more thoroughly, ensuring each page was clean, consistent and covered all key points of previous research.Outcome
Providing users with a more gentle, education-first approach to this industry makes it easier for them to feel welcome and comfortable. User feedback includes an appreciation for the approach to these products including news articles, press reviews and educational videos.
Insight
This project taught me a lot about approaching sensitive topics from the consumer perspective. There’s more reasons than one would buy a sex toy than you might think, which is why it’s important to highlight the benefits beyond that, including health and wellness related benefits for the user.