As The Sherri Show launched into a competitive daytime landscape, its digital presence needed to do more than support viewership—it had to extend the brand, deepen audience connection, and serve as a central hub for content, community, and commerce.
A more holistic approach was needed to ensure the website could grow alongside the show—adapting to audience behavior, enabling editorial flexibility, and creating a clear, compelling experience that reflects the voice and energy of the Sherri brand.
Through interviews with participants, clients and stakeholders, we gathered valuable insights to better understand and empathize with the needs of our target audience. This allowed us to dive deeper into defining the project's challenges.
The Loyal Viewer
Name: Angela
Age: 47
Location: Atlanta, GA
Tech Comfort: Moderate
Device: Tablet at home, mobile on-the-go
Goals & Motivations:
• Catch up on missed episodes or monologues
• Sign up for the newsletter and giveaways
• Submit uplifting stories
Needs from the Site:
• Clear video archives and episode search
• Prominent, easy-to-use story submission form
• Friendly reminders for local air times and special segments
The Social Follower
Name: Maya
Age: 33
Location: Brooklyn, NY
Tech Comfort: High
Device: Mobile
Goals & Motivations:
• Watch viral clips and interviews on her lunch break
• Share favorite moments on social media
• Stay updated through Instagram or X integrations
Needs from the Site:
• Seamless video streaming and sharing tools
• Responsive mobile layout
• Integrated social feed or trending clip section
The Merch Shopper
Name: Tasha
Age: 29
Location: Houston, TX
Tech Comfort: High
Device: Mobile
Goals & Motivations:
• Browse Sherri's gift guides or curated products
• Purchase items featured in recent episodes
• Sign up for exclusive pop-up alerts
Needs from the Site:
• Streamlined shop experience
• Direct episode-to-product links
• Email/SMS sign-up for shopping updates
The Casual Viewer
Name: Jamal
Age: 38
Location: Philadelphia, PA
Tech Comfort: Moderate
Device: Smart TV + Mobile
Goals & Motivations:
• Catch entertaining clips during downtime
• Find family-friendly content to share with wife
• Occasionally celebrity interviews
Needs from the Site:
• A clean, easy-to-navigate homepage with featured clips
• Video previews without autoplay
• Simplified browsing experience
The team at SCPXL went through the process of rapidly visualizing, testing and refining thoughts and ideas before the development process. Below is a glimpse of how we defined the vision of the user's journey throughout the experience by highlighting decision points, loops and any potential friction areas.
To help the team determine the priority of information, I designed the placement and layout of content in wireframe form which allowed for rapid iteration, feedback and discussions.
Once approved, I developed the wireframes into a working prototype to help simulate user interaction with the product and address any potential pain points discovered throughout the early stages.
The Sherri Show website features a vibrant, energetic design that mirrors Sherri’s warm personality. With bold colors, friendly typography, and modular layouts, the site highlights video content, social interaction, and fan participation.
We used a design language that felt approachable, lively, and welcoming, blending high-quality imagery with playful branding. Mobile-responsive and content-rich, the site encourages exploration and engagement, while delivering a dynamic digital experience that connects fans to the show’s heart and humor.
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about (creativity). I'm excited to hear about any potential opportunities.
