Challenge
WHOOP is a performance wearable unlike anything else on the market. For starters, there is no screen. But more importantly, WHOOP doesn’t just track your sleep, strain, and recovery data, it translates it into actionable insights and coaches you toward your better fitness and lifestyle outcomes. A complex product with a wide range of intricate features called for clear storytelling – yet the site to-date fell short of delivering a cohesive narrative on what WHOOP was, and more importantly, why what it offered mattered (and was different from the market). Prospects didn’t “get” WHOOP – and as a result couldn’t identify it as something they needed. It was time for a refresh.
In the fall of 2022, BASIC/DEPT® kicked off its partnership with WHOOP to reimagine the site in a way that clearly evidenced what WHOOP had to offer, while also strengthening brand perception, evolving brand and product storytelling, and easing the path to purchase.
Approach
In order to get brand storytelling back on track and clearer, the team dove head first into a comprehensive strategic analysis of the existing experience and landscape, mapped out a new vision for the site based on audience needs and journeys, and crafted an entirely new visual language for WHOOP.com. From extensive content mapping to feature concepting, and building a scalable, modular system through to development, we worked in lockstep with the WHOOP team to help craft the most impactful next iteration of the site.
Gallery
A revitalized experience vision to help unlock brand equity through storytelling
We set out to define a new approach to brand and product storytelling, interrogating existing site and categorical pain points, brand USPs, and consumer benefits. A deep understanding of existing headwinds and tailwinds allowed us to define a vision for the site that moved it from a traditional eCommerce experience to a resource for those looking to level up their performance and unlock what’s next. Less about selling a product, and more about building brand momentum and excitement for what WHOOP enables.
From the elite to the individual
WHOOP originally built a following amongst elite athletes, professionals even, but as it moved into its next chapter, it wanted to open the aperture of who was invited in – a pursuit reflected in the new site experience. We evolved existing WHOOP audiences to more granularly capture nuanced mindsets, behaviors, touch points, and points of tension, landing on three core audience segments against which to build the experience. We audited where the site fell short in addressing these new segments and identified areas of opportunity to tailor the experience accordingly.