Nature's Way Website Redesign 

What
Digital strategy and redesign of multiple brand websites  

When
Spring 2017 

My Role
UX research and strategy lead

The Team
Luke Canning UX Director
Benjamin Playford Design Director
Mike Wiles, Account Director
Margarita Garcia, Project Manager
John Zachariah Business Analyst

Challenge
Nature’s Way is a growing natural health brand. As they grew they had acquired smaller specialist product brands such as a probiotic and omega-3 supplement. This resulted in a fragmented digital presence, with several unconnected standalone sites. Our job was to consolidate their online presence while maintaining the identity of some of the brands they had added to their portfolio which were well known under their original name.

Process
Stakeholder interviews revealed business goal, opportunities and fears. We were told that they wanted a simple, focussed online experience which encouraged product exploration. I then ran a series of user interviews to gain insights into how consumers of natural health supplements interact with digital products, and which goals they are trying to accomplish.

Outcome
Nature's Way now has a coherent digital strategy then integrates their different brands while maintaining brand equity.

Synthesis of user interviews and usability tests 

Sample pages from discovery presentation

Nature's Way masterbrand website wireframes

This was one of the rare times I worked on a project with a waterfall process. Generally, I sketch wires, then go straight into the high-fidelity design. For this project, the product design was split between me acting as an information architect and an art director who took my wireframes as a guideline for their visual design.

Product brand websites

There were four individual brand websites that required designing. Shown below are the wires I designed for the Alive multivitamin range. Each brand had a distinct visual design. I shared as many common layouts as possible between the brands to try and give a coherent feel to the range of brands   

Visual design

I can't take any credit for the visual design of the site beyond collaborating with the art director to iterate on wireframe layout where necessary. 

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