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How to communicate in a relationship?

SOCIAL ENTREPRENEURSHIP · PRODUCT DESIGN

OVERVIEW

WordMe is a socially impactful company with a fundamental goal to create a platform for learning new communication skills in a relationship.

Our first product is a set of 18 cards for couples who are consciously working on improving their communication to maintain a loving relationship.

WordMe header image

MY ROLE

Product Design

Web Design

Brand Design

Email Marketing

TIMELINE

Sept 2022 - Sept 2023

THE TEAM

1 Social Pedagogue

1 Product Designer (me)

TOOLS

Figma, MailChimp, WordPress, Elementor, Stripe, Make

GENTLENESS · INTIMACY · LOVE · INCLUSIVITY · SOFTNESS

WordMe kartice
WordMe video
WordMe kartice

WordMe product - a set of 18 cards for couples to enhance their communication

TL;DR

Statistics on our product

  • 200 products sold for 30 EUR/product via wordme.org

  • B2B: 8 presentations at corporations and 3 sales to companies as a gift for their employees

  • Social media: 438 Instagram followers, 83 posts, and countless IG stories

  • Marketing: 1 podcast appearance at one of Slovenia's biggest podcasts, 1 trade show

  • Email marketing: 9 newsletters using MailChimp, 8 blog posts, 121 email subscribers

  • Project management: 1235 completed tasks

  • Pitching competitions: 8 pitches to investors, won 3 competitions

01

UNDERSTANDING HOW COUPLES COMMUNICATE

PROBLEM STATEMENT

Lack of Communication in Modern Intimate Relationships

Isolation has become an epidemic in modern society, and romantic relationships should be a safe space where we can express emotions and needs.

 

But are they really?

87% of people experience deficient communication

We surveyed 130 participants using Google Forms and found that 87% of participants experienced deficient communication in their relationships.

A couple talks only 35 min per week

The average couple, with two children and jobs, talks to each other for only 35 minutes per week.

80% of divorces occur due to gradual alienation

80% of divorces occur due to gradual alienation and a loss of intimacy, not due to infidelity, which accounts for only about 20% of cases.

Psychology  x  design  x  social impact

How can we create a socially impactful solution to help couples communicate better? WordMe is not just a product; it's a movement that began with a simple idea to help couples express their needs and emotions to their partners and is evolving into a movement for meaningful connections.

USER RESEARCH

Initial hypothesis

Couples during the perinatal period need help with building and maintaining good communication skills because the relationship dynamic changes with the birth of a child. 

*perinatal period - the period during pregnancy and 1-2 years after childbirth.

In-person interviews

We began our research with interviews, which allowed us to get to know couples in Ljubljana, Slovenia, mostly young, female, and in long-term relationships during the perinatal period. 10 one-hour-long interviews were conducted with questions grouped into the following sections:

Interviewing

We found out that:

  1. The perinatal period is a mentally hard period with little to no professional help.

  2. It’s hard to find friends to hang out with and go through this change together.

  3. Many users leaned away from a mobile app, expressing the desire for a tangible, device-free interaction within relationships.

WordMe user interviews

Quantitative Research

I used Google Forms to create a survey with 127 participants from different age groups and life circumstances in Slovenia. We found that:

We found out that:

  • 87% of participants experienced deficient communication in their relationships.

  • 28% of participants have experienced a divorce in their marriage or through their parents

  • 5 main burdens on a relationship: lack of communication, neglect of needs, lack of attention, lack of time together, and different views and values.

Word cloud

Adjusted hypothesis

Our hypothesis evolved, we found from the product sale that our target users are divorced parents and couples ages 25-35 who want to work on their relationship sometimes due to witnessing a divorce of their parents.

COMPETITIVE LANDSCAPE

There must be something out there already

To better understand the current landscape, we looked at 5 different companies and analyzed the benefits they offer to their users. Current company initiatives are primarily too expensive and focus on child development and not the couple.

WordMe competitive analysis

HOW MIGHT WE

recognize our needs and wants, and communicate them to our partner to feel more connected and spend quality time together?

02

PROTOTYPING AND MATERIAL SOURCING

PROTOTYPING

Using cardboard to build the first prototype

We wanted to test our idea on potential customers, so we designed our first tangible prototype out of cardboard. We wanted the prototype to represent the key features of the product.

Prototyping
Prototyping
Prototyping

Building the first prototypes out of cardboard and handwriting the content.

1. Dimensions

Users preferred card dimensions similar to a mobile phone and that could fit comfortably women's and men's hands.

2. Content resonance

We observed certain content  resonated more profoundly with users in addressing communication challenges.

3. Font size and Legibility

We adjusted the font size multiple times based on feedback from users of all ages.

4. Visualizing real-world usage

The prototype allowed the user to use and play with the cards.

MATERIAL SOURCING

Finding the right production partners and environmentally friendly materials

We were looking for environmentally friendly materials when looking for the right production partners. We researched and called across Italy, Austria, Belgium, and Slovenia, and after an eight-month-long exploration decided to collaborate with the Slovenian Institute for Celulose and Paper.

We decided on the material from an invasive plant sourced in Slovenia. This allowed us to use a fully biodegradable and sustainable material that aligns perfectly with our eco-friendly vision.​

Our requirements and wishes for the product:

  • 18 different cards in 1mm thickness

  • Two-sided, colored print

  • Environmentally friendly and produced in the EU

Challenges we faced when searching for production partners:

  • The high price of material

  • Available only in the standard 350g paper used for business cards, which is too thin

  • Offers only plastic solutions (forex)

Material sourcing
Material sourcing
Material sourcing

Working with the Institute for Celulose and Paper Picking the color of the paper, paper manufacturing, and printing.

03

BUILDING THE WORDME BRAND

BRAND GUIDELINES

Designing brand guidelines for the product, website, and social media channels

We decided on the brand characteristics, colors, typography, tone of voice, and photography, which all followed a modern, gentle, soft style.

WordMe logo

I designed the logo that intertwined two talking bubbles, embodying the essence of open communication and connection that WordMe strives to foster.

WordMe logo

Slide deck

I created a slide deck so that the team can point back to it as a constant reminder when creating new content or visual assets.

04

DESIGNING THE PRODUCT

DESIGNIG

STEP 1 - Ideating with pen and paper

I started by sketching graphics that reminded me of 'home' where people usually feel safe and interact with their partners. However ironically, after receiving feedback, I learned that people's first association with the graphic was 'prison'.

Sketches

First ideas inspired by book illustrations.

STEP 2 - Wireframing in Figma

During the next phase, I focused more on line drawings, which resonated with customers the most at the end. The line drawings portrayed intimacy, gentleness, and a relationship, which was the goal.

Wireframing
Wireframing

Testing different wireframes and exploring text hierarchy.

STEP 3 - Illustrating small movements

I designed a collection of line drawings and tested them on customers. We wanted to portray small gestures and movements in an intimate relationship.

Illustrations

A collection od illustrations using Figma.

WordMe’s final User Experience

Using Figma I designed 18 cards, each double-sided. To meet the Institute’s requirements, I had to adapt our designs.

Necessary changes for production needs:

  • Widening the margins around the content to allow some wiggle room for mistakes

  • Increasing the font size for readability

  • Adjusting the color scheme to ensure high contrast and material suitability

 

The process took approximately 2 weeks, enriched by user feedback, and inspired by book illustrations.

How are the cards used?

WordMe partnerske kartice

1. Look through the cards.

Take a moment and recognize what you feel or need from your partner. 

2. Hand the chosen card to your partner.

You can place it in their hands, leave it on a nightstand, or put it on a kitchen counter.

3. Try to complete the exercise on the back of the card together.

Reflect on the activity. How did it feel?

What do the cards include?

The front side of the cards

The front side offers words and phrases to identify and express needs. Some of them are:

  • At this moment, I need a hug

  • I appreciate you

  • I'm proud of you

  • At this moment, I need your time

  • I believe you

The back side of the cards

The first part is a psychoeducational explanation of a need or emotion. The second is an exercise for the couple. Some examples are:

  • Try to complete the sentence: I thank you for...

  • Try to articulate what actions of the past week you appreciate in each other.

  • Try to choose a date idea that you will implement the next day.

WordMe partnerske kartice

WordMe product

WordMe partnerske kartice

Front side ("I believe in you")

WordMe partnerske kartice

Back side ("Try to articulate what you value most in a partner".)

05

BUILDING THE BUSINESS

SUSTAINABLE DEVELOPMENT GOALS

3 - good health and well-being

SDG3

To remain aligned with global goals, we defined the Sustainable Development Goals (SDGs) we aimed to support. This commitment to social responsibility fortified our purpose.

WEBSITE

Designing a one page e-commerce website in WordPress

Our primary sales channel was B2C, so our priority was to design a simple website. Nika wrote the content and I designed the website.

Why a one-pager?

One-pager allowed us to easily analyze the marketing funnel of a potential customer clicking on the link to buy the product.

WordMe Website

Comparing Shopify and WooCommerce for e-commerce

I compared different website-building platforms and finally shortlisted Shopify and WooCommerce. I decided to design our website using WordPress through WooCommerce paired with Elementor for the ultimate flexibility and creative control at a lower price

Shopify and Woocommerce comparison

SOCIAL MEDIA

Online community building

Our vision was always to create a loving community around the WordMe brand, so our initial step was to start an Instagram account under the handle @wordme.community

Our social media schedule included 2 posts per week complemented by engaging stories.

SEO AND MARKETING

SEO Optimisation by Launching a Blog and Newsletter

We launched a blog and newsletter for couples to simultaneously grow our community and optimize our SEO. The objective was to create a hub for additional educational resources on building and maintaining a strong, meaningful relationship.

Our process:

  1. Nika writes the content for the blog and newsletter in Google Docs.

  2. I take the blog and create a design for our website.

  3. I design the email in MailChimp and send it to all of our subscribers bi-weekly on Thursdays.

WordMe blog
WordMe newsletter

Screenshots of the WordMe blog and newsletter.

06

PITCHING & COMPETITIONS

We were recognized as a socially impactful company

In December 2022, we were accepted into the Social Tides Aspire Program, a Google-funded European initiative, and received an initial funding of 8,000 EUR.

 

In June 2023, WordMe was selected as a finalist for the Social Impact Award Slovenia.

Social Imapct Award
Imapct Hub Ljubljana
Social Imapct Award

Pictures from Social Impact Award Slovenia

PITCHING COMPETITIONS

Creating an Investor's Pitch and wining our first investments

We pitched our product at 7 pitch competitions and became the finalists of the Social Impact Award Slovenia, POPRI and Social Tides Aspire Program

Podim conference
Zdruzenje Managerjev
Celjski sejem

Nika and I presenting WordMe at pitching competitions.

REFLECTION

Key learning

Corporations find WordMe too personal

Corporations are looking for products/services that improve the well-being of their employees, however, the current WordMe product is too personal or invading for them to buy as a gift.

Varying communication skills

A lot of couples don't yet have a high level of self-reflection and communication skills.

Lack of emotional intelligence education

Kids are the future and teaching them how to communicate their needs and emotions is crucial. The school system currently doesn't include emotional intelligence education.

Opportunity

Develop a product for communication at work

Develop a new product in collaboration with a company that focuses on communication between team members at work. For example, how to communicate cross-generationally.

Varying communication skills

A lot of couples don't yet have a high level of self-reflection and communication skills.

Lack of emotional intelligence education

Kids are the future and teaching them how to communicate their needs and emotions is crucial. The school system currently doesn't include emotional intelligence education.

Kaja Skerlj and Nika Hrovat

Thank you Nika for sharing this entrepreneurial endevour with me! 

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