Ornament introduced a new feature where users could order personalized supplements based on their lab results. This was the first physical product the company offered in the United States, so clear communication about the process, pricing, and benefits was essential.

Another consideration was converting users of the Ornament app into supplement customers. To assist, we integrated Ornament’s existing communication guidelines and established connections from the app to the store page.

The Process

Highlighting the benefits of personalized supplements was a key focus while launching the product. To help, I worked with the design and legal teams to create copy that met all necessary laws, coexisted with the website’s design, and was easy to parse. I also assisted in creating and reviewing digital marketing materials for the product launch.

Recommendations

To accomplish the project’s main goals, I worked closely with a team of legal experts and doctors who understood the vitamin creation process. Finding the balance between accurate medical language and user-focused simplicity proved to be where most of my work lay.

Toward that end, I made suggestions such as:

• Clearly using language and explanations so the common person could easily understand the benefits of personal supplements

• Maintaining a professional, approachable tone to avoid common judgemental stereotypes in medicine

• Actively setting out the steps to research, order, and track supplements

• Making the scientific research readily available without overshadowing the simplicity of the other copy

The Outcome

Ornament successfully launched its supplement product line in the United States in March of 2021.