Quick Summary

My Role: UX/UI Designer

The Problem: The original site was built in the 90s and it still looked like it. 

The Solution:  Redesign the entirety of the site for desktop, tablet and mobile. 

The Results: Stock prices rose 300%, monthly subscriptions rose 40%, and revenue increased every quarter by 10%.

Product Page Redesign

As stated before the site was built in the 90s, it looked the part and was incredibly clunky. The system was so old that there was little to no support for mobile. Elements often loaded offscreen and prevented users from even checking out. To make things worse product pages had mediocre product information, basic imagery and no ability to subscribe.

Most of the users at Nature’s Sunshine had to come back monthly and purchase the product they liked but data showed that it was inconsistent and after the third time re-ordering users did not come back for a fourth. Companies like GNC, Vitamin Shoppe and Gaia offered easy to use subscription plans. Seeing what needed to be done the executive team approved my idea to implement a subsription model.

I took models from e-commerce giants such as Amazon, Walmart and Target used to inform design. After completing a feasiblity workshop with the dev team and with new brand brand assets from the graphic design team I took my designs to the executive team for approval. A couple key components of the new design that I designed:

Subscription Model

Most of our users purchased a monthly supply of our products three times before abandoning the process. We didn’t have the ability to save payment information or set a delivery schedule so my first design goal was to get that going. I gave users the option to select between a one time purchase and starting a subscription. This wording gave users immediate clarity into our pricing structure with benefits of each.

Engaging product imagery

The graphic design group worked with the science team to provide a comprehensive Nutrition Label for all 600 products. User research showed that people wanted an easy way to see the nutritional information and those teams really came through. People loved the new styling and the easy to read information helped new users to understand the products. 

For our more elderly users (a significant demographic of ours) I added a button that said “View supplement facts” that in addition to a large format nutrition label could give them helpful information on whichever product they were looking at. 

I took all of the new brand elements and incorporated them throughout the product page, highlighting items like Key Ingredients and Quality Testing. Nature’s Sunshine products had a reputation of being higher quality than most and the product pages finally reflected the quality of the supplements.