CASE STUDY

healthy eating

Boosting a small business through web design, product strategy, & influencer marketing.

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.

1

2

3

4

5

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

Automated Emails

We designed fun email campaigns to be sent to customers who abandoned a cart. These emails achieved an open rate of 60%, a click rate of 15%, and an additional $515 in revenue.

outcomes

Mobile-optimized websiteMore lucrative product strategy

Clear subscription options

Seamless checkout process

New product graphics

Instagram shopping capability

Detailed influencer marketing plan

Email campaign for abandoned carts

4x

Our efforts resulted in a 4x increase in sales and revenue.

6

6 new influencers added during the first month.

1.5k

And an additional 1.5k new Instagram followers.