Evolve website content from product-led to behavior-based approach

For the redesigned Johnson’s Baby website, I evolved the site copy from being focused on product groupings such as shampoo and lotion to revolving around parenting rituals, such as bathtime, bedtime, and outings – in other words, the things parents are actually thinking about when they go to buy childcare products. For each section, I crafted high-level headlines to describe each ritual and helped frame product copy to match.  In collaboration with Profero.