MY ROLE
Team Lead
User Experience
Graphic Design
Web Design
TEAM
Paige Robinson Marketing
Margarita Forbes Social Media
Rachna Shah Product Strategy
CLIENT
Healthy Eating on the Go
TIMELINE
Sep '20 -
Nov '20
the challenge
Healthy Eating's sales were suffering due to their difficult-to-navigate website and a lack of both marketing and product strategy. The challenge was to improve their product strategy and online user experience in order to increase sales and encourage subscriptions.
THE BEFORE
PAIN POINTS
Through customer research and interviews we identified the 5 major pain points regarding the online user experience for the client and their customers.
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Lack of visual brand identity & storytelling
Confusing subscription & checkout process
No marketing plan or product strategy
Expensive shipping costs
Difficulty using WordPress backend
THE AFTER
web design
Bars as the hero
A full-size hero image created in Photoshop with the bars and their ingredients. Includes a punchy headline and bright CTA.
Branded palette
Bright and bold jewel-tone colors that were inspired by the bars' packaging are weaved throughout the site.
Featured bars
Showing new customers what bars are the most popular to get them to add to their cart directly from the homepage.
Introducing a new product
Getting customers excited about a new product they had requested with a CTA to shop them immediately.
Testimonials
Creating social proof by highlighting loyal customer's testimonials over the natural ingredients from the hero.
product strategy
Boxes of 12 bars
To standardize back office operations and streamline packaging we changed the products from individual bars to boxes of 12.
Free shipping
To reduce the expensive shipping prices we increased the price of each bar ~20 cents to include shipping costs in the price of the bar.
Subscription option
To automate processes and improve
inventory foresight we enabled a second payment option to subscribe for 5% off.
Unique product images
Prominently showcasing each flavor for quick and easy identification.
Marketing
We saw an opportunity to leverage Healthy Eating's instagram platform to increase their sales. We set up the shopping feature and determined a strategy to partner with influencers. To combat carts being abandoned, we created an email campaign.
Instagram shopping
The addition of the Instagram shopping feature allowed potential customers who found Healthy Eating through instagram friends or influencers could easily view and shop the products directly from the app. The "View on Website" button opens the mobile version of the website for a quick & smooth check out process.
Influencer strategy
We created spreadsheets of influencers who target similar audiences and budget. Then we created a timeline to inform how/when to reach out to new influencers and sample contracts.
Influencers
the process
RESEARCH
SYNTHESIZE
DEFINE
IMPLEMENT
TEST
marketing
Instagram shopping
The addition of the Instagram shopping feature allowed potential customers who found Healthy Eating through instagram friends or influencers could easily view and shop the products directly from the app. The "View on Website" button opens the mobile version of the website for a quick & smooth check out process.
Individual coupons per influencer helps us to track how many sales are being made per influencer and determine their payment.
Coupon tracking
We created spreadsheets of influencers who target similar audiences and budget. Then we created a timeline to inform how/when to reach out to new influencers and sample contracts.
Influencer strategy
