ROLE User Research, UX Design, UI Design, Interaction Design, Design Lead
CLIENT Pure Delight (former Detox Delight)
AGENCY Neugelb Studios GmbH
collaboration with Stefan Bogner (Logo & Packaging)
1. User Research
PINPOINTING THE PAIN
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The problem
When Detox Delight approached us to redesign their website, the client already pointed out several problems by asking their long-time customers for feedback:
One of the biggest problems was the general structure and amount of information on the website. Most clients were confused and didn’t want to go through walls of text which were dispatched on several sub pages. Instead, a lot of users were calling via phone to get a recommendation which product suits their habits and goals the best.
Moreover many users got lost just before the checkout because they had problems to find the delivery dates for their region.
One of the biggest problems was the general structure and amount of information on the website. Most clients were confused and didn’t want to go through walls of text which were dispatched on several sub pages. Instead, a lot of users were calling via phone to get a recommendation which product suits their habits and goals the best.
Moreover many users got lost just before the checkout because they had problems to find the delivery dates for their region.
Analyzing, mapping and REshaping the detox Delight experience
To find out how we can tackle these issues we observed and interviewed 5 people that represented the target group. They were asked to try out the process of choosing and buying the product as well as experiencing the cleanse. With these informations we created a customer journey map to figure out the major pain points of the whole experience.
Our Persona Miriam is in her 30ies, works in a very challenging position in a bank and often lacks time to prepare proper meals. She has a basic understanding of a healthy diet and wants a more balanced lifestyle.
Our top findings to turn into gain points
1. For a shop that strives for long-term online-subscriptions there are a just too many phone calls of clients asking for help. The website has to provide clear guidance in how to choose the right product.
2. The waiting time is just filled with a text heavy PDF cleanse manual that comes via email. Instead the "pre-cleanse" should already be an exiting part of the cleanse. Why not offer meal ideas and a count down?
3. The clients want more guidance during the detox. A PDF guide is provided but it is again very text heavy and requires a lot of work on the user's site. The success of the cleanse completely depends on their self-discipline. This is an empty spot that can be filled with a much more enjoyable experience.
Storyboard
With these findings we went through the whole journey and rewrote the story, this time including all the opportunities we discovered during the research. This way we could set our goals for the new information architecture and framing of the website and shop. For the redesign we decided to start with the first gain point. Since the second and third idea would lead to a whole new product on its own, we decided to prototype the cleanse assistant scenario within the relaunch of the shop. This way we could find out if there is a need for a smartphone app in the future.
2. New information architecture & Wireframes
detoxing the content
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Cut the fat & go with the flow
First we had to get rid of the overly complex navigation structure and cut all the text that could be better communicated with visual content or just by creating more intuitive interactions. This way we restructured the sitemap and built a new information architecture from scratch. As a team consisting of stakeholders, developers and me as the design part, the wireframes helped to lay out a base for the redesign quickly.
For the most crucial flows like the cleanse configurator and the checkout we created flow charts to figure out the best solutions. Simple Invision Prototypes helped us to test and decide.
Shop
Our first idea was to not have a separate "shop" in the navigation but rather going for are more holistic approach with product pages where you could get details but also add to your cart and configure. Within the first very simple A/B-testings we quickly found out that the users get confused without a dedicated "shop" label. It was also missing the opportunity to just browse through the whole range of products or showing. So we dropped that idea soon and focused on a simple navigation and a simple shop dispatcher page with useful filters.
Configurator
Since the configurator will be the center piece of the new shop, we started to wireframe it right away, even before the landing page. It turned out to be the right decision, the development team could already start to create a set up for the more complex pages while I was creating layouts for the less complex pages later on.
3. User inferface design & relaunch
REfreshing the brand
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Design of the brand pages
While a brand designer was working on the new bottle packaging and logo redesign I was creating a look and feel for the new website. We exchanged a lot of ideas during the process we were able to influence each other's work to find a consistent and contemporary look for the whole brand.
Since I believe that headlines and a tone of voice are important parts of an overall layout I also included relevant copy that would help us in the final steps with the briefing of a copywriter as well as shaping the webdesign and story.
Since I believe that headlines and a tone of voice are important parts of an overall layout I also included relevant copy that would help us in the final steps with the briefing of a copywriter as well as shaping the webdesign and story.
A pint of Early Prototype
The client loved the idea of providing a Detox Delight App that guides you through the cleanse and provides you with tips, a reminder and digital rewards. At the same time it would mean a big invest in time and resources for a product we didn't know if their typical client would use it. So I came up for a concept for a low cost prototype that can be done just with a Mailchimp campaign and a notification service.
"Just one month after the relaunch we can see that the orders increased. We have personal contact to some of our frequent clients and they love the new webdesign!"
Astrid Purzer – CEO Detox Delight
