The Everyday Mask

Facemasks had become a go-to need for everyone due to COVID-19, a new opportunity and market opened. The current facemask options out there weren't promising as they didn't fit correctly, fogged-up glasses, and weren't stylish. It was a great opportunity to not only protect people but introduce them to the Proper Cloth brand. If they bought the facemask, loved the product and service, there's potential to convert them into customers of the core product of men's clothing.

I worked with our clothing product designer, photographer, and copywriter to create landing page concepts to sell our new facemasks and convert those new to Proper Cloth to long-term customers.

With these challenges in mind, I set out to design these pages. I created two versions that we could A/B test and learn more from the findings as we didn't have any data since this was a new product.

I knew I needed a different way of thinking about this flow to meet the business objectives and user goals than previously used. The user flow is similar in that they get to these pages from Google Search, Facebook, and Instagram ads.

Since these masks are premium and come with a higher price tag than others, it was necessary to inform the user of the features that make them stand out. I broke down the page structure into different sections that were informative, interactive, social reinforcement, and easy access to the product page where users can see all styles and purchase the product.