Customer Education System
Explaining a complex product category clearly and responsibly
As THC beverages became more common, many customers encountered them with little context and a lot of uncertainty — especially around dosing, effects, and expectations.
Customer questions were consistent:
“What does 2mg or 10mg actually mean?”
“How is this different from edibles or alcohol?”
“How much is too much?”
Confusion created anxiety, misuse, and additional support burden.
Context:
Most existing content in the category was either:
overly casual or promotional, or
overly technical and intimidating
Neither helped first-time or low-experience consumers make informed decisions.
The business needed calm, trustworthy education that explained the basics clearly — without persuasion, hype, or assumptions
The Problem:
This education needed to be:
accurate and compliant
beginner-friendly, including older audiences
neutral in tone (not sales-driven)
internally reviewed and approved before release
The goal was understanding, not conversion.
The Constraint:
I developed a short educational video series designed as a foundational orientation, not a marketing funnel.
The focus was on:
explaining how to interpret labels and dosing
setting realistic expectations
reducing fear and uncertainty
using familiar mental models to ground unfamiliar concepts
Scripts were structured to assume no prior knowledge and reviewed before filming to ensure accuracy and appropriateness.
The Approach:
The series:
attracted thousands of organic views
received consistently positive feedback about clarity and professionalism
resonated strongly with first-time and older consumers
reduced confusion around dosing and product expectations
Viewers frequently commented on how reassuring and easy to understand the explanations were.
The Outcome:
Why This Matters:
In complex or regulated categories, education functions as risk reduction, not marketing.
This project reflects how I approach external clarity:
anticipating beginner confusion
explaining sensitive topics responsibly
translating technical information into usable understanding
designing education that builds confidence rather than pressure
The medium can change.
The clarity principle transfers.