Herbalife
Role:
Senior UX/UI Designer
Project Type
UX Design, Visual/Digital Design, Art Direction
Team
Senior UX/UI Designer - Nataliya Verkhoturtseva
Andy Woolfolk - Associate Creative Director
Herbalife is a leading nutrition company with more than 40 years of experience and a mission to nourish the potential in everyone, create meaningful economic opportunities and improve global nutrition.
Discovery & Brief
With my team, I helped identify and own various design problems end to end, from discovery to execution for programs within Herbalife's Shopping Bag Checkout models. I helped create high level shopping bag flows, various content modules, and notification methods.
(Click to enlarge flows)
Scope & Primary Journey
Shopping Task Flows
After the analysis of the architecture of the existing website and summarizing information achieved from user interviews and competitive analysis, I created a task flow maps to streamline the flow of the Shopping Bag experience.
Card sorting, A/B testing, and attitudinal research were key methods before building out the flow. We interviewed several Herbalife distributors that have been in the business for more than 2 years. We also looked at various competitor websites such as Amway and Isagenix.
In response to shifting market dynamics, Herbalife asked our team to work on the UI refresh to modernize its image while staying rooted in its dedication to wellness.
In addition to streamlining the shopping bag flow, we improved the homepage content modules and updated the notification system. These upgrades ultimately led to a complete redesign of the site's design system and UI elements. An additional request is to explore the home page content and create various module and notification methods.
We also made call-to-actions more clear to motivate users to take action, otherwise the outcome could risk frustrating shoppers and potentially losing their trust.
Scope & Primary Journey
Cross Sell Modals
We decided to add several cross-sell modules to enhance the bundle shopping experience. Our goal was to identify opportunities where we could suggest additional products to customers during the "Add to Cart" stage, helping them combine items that would improve the overall nutritional value of their order.
Since shoppers expect a personalized experience, we suggested items that are closely related to what they've already added to their cart—such as compatible accessories or necessary add-ons—that they might find useful or interesting.
This mini cross add to cart flyout improved the shopping experience by offering items that are directly relevant to what the user needs or is looking for.
*When added product is not part of a bundle
*Mini Cross-sell add to cart flyout
Outcomes & Lessons Learned
Accessibility is one of the most important aspects but could be overlooked when designing. When providing clear navigation, contrast backgrounds and readable text, is essential make it easier for all users to find what they're looking for and engage with a website.
Designing with inclusivity in mind not only benefits users but also enhances a brand's reputation as a socially responsible and ethical business.
Overall, the Herbalife team was satisfied with the improvements made to the buying process and noted an increase in sales and customer satisfaction. By continually monitoring and optimizing the purchasing flow, we can ensure that users have a seamless and enjoyable experience when buying Herbalife products.
It's hard to overestimate the value of usability testing which helped me to identify areas of improvement and implement changes accordingly to enhance the user experience.
Summary Conclusion
The Herbalife team agreed that there was not enough pushing towards the end to prompt the user to get to final steps. Herbalife Distributors were pleased to see that we built out these key steps to leading the user to be prompted to finish out the buy request.
The team also found that simplifying the checkout process and reducing the amount of information required from the user led to a higher completion rate. By eliminating unnecessary steps and fields, we were able to streamline the buying process and create a more user-friendly experience.