Verbal Identity & UX Writing for skincare brand launch
Building the brand’s voice, microcopy systems, and product experience for the 2025 launch.
Overview
Developed the verbal identity and UX writing system for bdy.’s website launch, crafting copy across the entire site to guide users through key flows and product interactions.
Wrote microcopy, product content, and interface text that clearly communicated product benefits, supported navigation, and built user confidence. This included UI text, ingredient descriptions, accessibility language, and brand voice guidelines.
My Responsabilities
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Research
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Voice & Tone
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Content Design & UX Writing
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Long-Form Content
Setup
Empathize
The target audience is Ulta consumers: women ages 25–40 who shop both in-store and online and are active on social media.
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Team Collaboration
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UX Designers: Partnered to develop user journeys, navigation, and sitemap structure.
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Brand Managers: Collaborated to ensure alignment on brand identity, messaging, and required website content.
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Research
I conducted a competitor analysis of similar brand websites, evaluating content design, information architecture, and voice and tone. Insights from this research informed site structure, copy strategy, and microcopy decisions to create a clearer, more engaging user experience
Voice & Tone
Established the brand’s voice and tone system for the website, ensuring consistency across product pages, navigation, microcopy, and onboarding.
Developed a brand identity centered on the values confident, approachable, and encouraging, and crafted user-centered language that simplified complex ingredient information and guided users through key actions.
Content Design & UX Writing
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Wrote microcopy for CTAs, filters, navigation, ingredient descriptions, and accessibility text to guide users through the site with clarity.
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Collaborated with UX designers to structure product detail pages (PDPs), placing content where users expected it for easier comprehension.
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Designed content for core flows, focusing on concise, supportive copy to reduce friction.
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Conducted A/B testing on CTAs, headlines, and product messaging to optimize engagement and clarity.
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Partnered with brand, digital, and UX design teams to align copy with brand identity while meeting UX standards for readability and task success.
Long-Form Content
Wrote copy for key navigation pages such as “Our Story,” “Sustainability,” and “Ingredient Vault,” clearly communicating the brand’s mission and differentiators.
Simplified complex language around ingredient formulas and benefits to help users understand product skincare advantages, making content engaging, accessible, and easy to digest.
Summary
Through multiple iterations and close cross-team collaboration, we launched a fully functional, on-brand website that clearly communicates who bdy. is, showcases its offerings, and guides shoppers through a seamless, informative experience designed to drive engagement and improve sales.