Thursday, May 3, 2012

Life is good Transforms Digital Presence

Speaking from my vast expertise within the world of online shopping, I can say with confidence that it is incredibly rare to have a memorable experience.  In fact, I usually end up feeling pretty guilty about my behavior. I've found that most e-tailers offer the same streamlined process that quickly pushes the user from browsing to the shopping cart to check-out, with no attempt to reinforce what they stand for as a company or provide a chance to engage with the brand. And while I understand that the main goal is to drive sales and it's hard to differentiate from other e-commerce platforms, Life is good has managed to create a premium online experience that merges content, commerce, community and charity into one branded digital ecosystem.

Life is good recently partnered with digital agency Fluid Inc., a digital commerce innovator who has also worked with major outdoor brands such as The North Face in past years. Life is good tasked Fluid with the challenge of elevating the brand's message of optimism within each element of the site, in everything from user interface to product photography. 

The new website, which is now divided into four core modules, is an absolute reflection of the brand's commitment to to spreading the power of optimism and helping children at risk of violence, illness, and poverty. The site structure makes sharing, donating, and volunteering to Life is good's charitable arm incredibly easy for the user by integrating tools into each vertical of the site. For example, it's incredible simple for the user to add a donation to a clothing order during the shopping process, without traveling to a new hub within the site. Curated social media feeds built into the interface also allow visitors to browse and share user-generated content to create an ongoing cycle of brand engagement.

Life is good is ultimately working to create a model in which optimistic content and product are invariably connected, and so too are the experiences of online shopping and brand engagement. Moving forward, both content and products on the site will be tagged, so keywords searches will returns results for content and product that share those tags.


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