Westhills Wellness
May-Jun 2021 • UI/UX Designer • Adobe XD
Westhills Wellness serves as a supplier of all-natural health and wellness products. In my role, I orchestrated the design of their first responsive e-commerce website, crafting an optimal user experience and interface. Through the incorporation of interactive UI elements, I aimed to captivate customers, fostering engagement, and fortifying the overall brand identity of Westhills Wellness.
“Create a more compelling and attractive showcase, effectively drawing in potential customers while also reinforcing the brand's appeal for those who have previously made purchases. Optimize the overall shopping experience and contribute to increased customer loyalty.”
Problem Space
User Persona
“The topical creams have been effective in providing relief for my chronic pain. I'd love to see more options for different pain types. The clear labeling and usage instructions on your website were very helpful for someone like me looking for pain relief solutions.”
Athletic Professional, Female, 25-35 age, Fitness enthusiast
Goals
She uses all-natural products like microdoses and topical creams for muscle recovery and skincare. She values high-quality CBD products that enhance her athletic performance.
Motivations
Maya seeks CBD products optimized for active lifestyles and quick recovery.
“I love the variety of THC/CBD tinctures available. Would like to see more options for flavored tinctures. The mobile checkout process was seamless, which made ordering easy while on the move. There could be more personalization of product recommendations.”
Wellness Enthusiast, Female, 30-40 age, Urban professional
Motivations
Sarah is looking for trustworthy products with clear ingredient information & lab testing results.
Goals
She is health-conscious and values natural remedies. She seeks CBD and THC products to manage stress, improve sleep quality, and alleviate chronic pain.
“I found it easy to navigate your website and locate the specific CBD products I was looking for. I really appreciate the quality of your CBD capsules. They've been effective in managing my stress levels. Your customer service time was longer than expected and could be improved.”
Senior Citizen, Male, 65 + age, Retired
Motivations
Robert values simplicity and reliability. He seeks products that are easy to understand and use.
Goals
Interested in natural health products to manage age-related ailments such as arthritis and insomnia. He prefers THC/CBD tinctures for pain relief and improved sleep.
User Research
I prepared a detailed research plan with the goal to:
Identify user preferences, pain points, and behaviors related to all-natural health and wellness products, specifically CBD and cannabis items.
Gather insights to enhance the digital experience for different user personas: Health-Conscious Consumer, Wellness Enthusiast, and Pain Management Seeker.
Align user feedback with business objectives to optimize product offerings and the e-commerce platform.
Research Summary & Design Principles
Solution
Design Approach 1. User Survey & Product Categorization
I conducted a Google Forms survey to understand the preferences of subscribed users regarding associated products, covering categories like organic, vegan, and gluten-free, along with inquiries about CBD, THC, and microdosing. The feedback revealed a strong user preference for a categorized product list. In response, I developed a conventional and user-friendly filter system to boost confidence, featuring familiar language and functionalities like sorting products by price from low to high.
Design Approach 2. Visual Identity
Upon users expressing the desire for product categorization, I organized listings into four main categories—CBD capsules, THC/CBD tinctures, Microdose, and other topical creams—based on product ingredients. Each category is represented by a distinct color: blue for vegan and gluten-free products (reducing inflammation and anxiety), purple for CBD/THC tinctures (crafted from cold-pressed grape seed oil), yellow for Microdose products (aiding in addiction recovery and memory enhancement), and red for topical creams (providing instant pain relief).
Westhills Wellness incorporates its four branded colors throughout the entire web experience. The products page features an interactive filter system enabling users to sort products by specific categories, popularity, low and high prices, and price range. Products are presented in a concise cube format upon entering the page, displaying essential details like product image, name, customer rating, price, add to cart, and wishlist options.
For CBD Capsules, the top three popular products are showcased in a larger list format with images, names, customer reviews, and key ingredient details. The remaining products are presented in a smaller cube format beneath the top three, effectively filtering out results that don't meet the selected criteria, significantly improving the overall user experience.
Design Approach 3. High-Quality Product Showcase
Effective product packaging and presentation are crucial for highlighting product quality and value. We use high-quality photos to clearly communicate key details to consumers. Transparent information about ingredients and sourcing builds trust and satisfaction among customers.
Design Approach 4. Mobile Shopping
Diverse array of product choices at your fingertips.
Given the strong preference for mobile browsing and purchasing among users, I've ensured that the digital interface is responsive across all device sizes.
Design Approach 5. Enhance Learnability & User Engagement
I emphasized maintaining a consistent design in shapes and colors across pages for new customers. The buttons consistently respond with uniform hover and click actions, allowing customers to effortlessly concentrate on finding the right product with a sense of predictability and familiarity.
Entering the webpage, micro-interactive animations guide new customers to essential information, maintaining consistency with the company's brand identity through shapes and colors. This integration extends across multiple pages on the website.
Design Approach 6. Simplify User Experience
I simplify the product search by allowing interactive filtering system.
Design Approach 7. Personalization
Implement a personalized recommendation engine based on user preferences and past purchase behavior.
Design Approach 8. Educational Support
Create a comprehensive educational section to inform users about CBD benefits, usage, and wellness tips.
Positive Results and Moving Forward
Maintaining a stable user base and similar web traffic, our notable success is marked by a 4.7/5 Avg. User Rating in user engagement and 32% increase in product purchase. Along with exceptionally high client satisfaction.
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In addition, our team has won the Best Medium Business Award from the South Surrey & White Rock Chamber of Commerce.