ECOMMERCE / NATURAL HEALTH / SUPPLEMENTS
Ben's Natural
Health
OVERVIEW
Ben's Natural Health stands as a holistic supplement company and information hub. They have collaborating with over 35 doctors worldwide, positioning itself as a prominent advocate for clear and informative health news.
With a longstanding partnership spanning several years, this website redesign marks one of many collaborations aimed at enhancing Ben's digital presence.
Scheduled for launch in summer 2024, this latest iteration incorporates cutting-edge UX research tools, A/B testing methodologies, and continuous collaboration with the marketing, content & engineering teams.
ROLE
Head of Design
Product Design, UI/UX, User Research, Graphic Design, Brand Design, Interaction Design, Marketing Design, Animation, Photography, Video Editing, Landing page design, A/B testing, Data Analysis
THE TEAM
3 Product Designers + 2 Copywriters + 2 engineers + 1 Graphic Designer
TOOLS
Figma, Adobe creative suite (Photoshop, illustrator), UXTweak
KEY ACHIEVEMENTS
Website and Blog Redesign: Resulting in a significant increase in monthly traffic, peaking at 750,00 users per month
YouTube Channel Development: Introduced animation into the company's branding and initiated their YouTube channel, amassing over 80,000 subscribers and accumulating over 7 million views across the channel.
Background
The process of updating the Ben's Natural Health website evolved into a comprehensive endeavor that went beyond a website overhaul; it entailed a complete brand update, incorporating clear design principles supported by thorough research and split testing.
Upon joining the company in mid-2016, I identified a lack of clear design language, with elements being created based on necessity rather than contributing to a cohesive, easily recognizable brand. Over the years, I have diligently worked to establish a distinct design aesthetic that extends beyond the website to encompass all aspects of the business, including products, print materials, email and social media marketing, and various other facets.
Research & Analysis
Our primary objective is to keep up with modern design trends while ensuring accessibility for our target audience. Balancing modern practices with accessibility is crucial, particularly considering our demographic, which predominantly comprises older males aged between 50 and 80. Research indicates that this demographic may struggle with modern icons and symbols compared to younger audiences.
To address this, I've focused on tailoring our design concepts to ensure ease of use for our demographic while infusing a fresh, clean, and modern aesthetic. Our creative decision-making process is underpinned by UX research conducted through tools such as UXtweak, which offers screen recording, questionnaires, and demographic research capabilities.
Additionally, I’ve leveraged Google Analytics and Microsoft Clarity to analyze user interactions on our platform. This data-driven approach has enabled us to develop a comprehensive and concise roadmap leading to our current update, ensuring that our design decisions are both informed and effective.
Prototyping & Development
We conducted user testing at each project milestone to identify key pain points. Using third-party testing software and in-person interviews, we gathered feedback to refine our high-fidelity mockups created on Figma.
For the brand, the goal was to create a minimalist and trustworthy UI that resonated with our audience's needs and conveyed reliability amidst health concerns.
The Grand Finale
Though I've spearheaded numerous website overhauls and updates for Ben's Natural Health, the latest iteration has reignited my passion. This project has allowed me to delve deeper into product design principles and methodologies, fostering new skills and interests.
I've immersed myself in user research software and executions, not only enhancing my own skill set but also upskilling my team. Collaboration and transparency have been pivotal throughout, ensuring that everyone involved is aligned towards creating a superior product.
While the website is yet to be launched, I've included a gallery showcasing the previous update to highlight the changes made and the skills I've acquired along the way. Additionally, I've played a crucial role in crafting other brand assets, further enriching my experience with Ben's Natural Health.
