Vitamins and supplements are big money. Designs for Health is one of the largest providers of vitamins, supplements and medial tests for the consumer audience. They have an e-commerce problem though. They lose the majority of DTC sales, of their own brand, to Amazon. Due to this, Practitioners have been their focus and they have failed to create a true e-commerce, zero-commitment model.
Designs for Health
Designs for today
A complete digital brand refresh and site architecture were needed to bring this experience into the 2020s. This new site would need to reduce homepage and purchasing flow bounce to places like Amazon, increase session depth and improve account creation and management.
A homepage with purpose
The homepage is a user’s first impression of your site. The DFH homepage didn’t provide users with what they were looking for and caused many users to abandon the experience on their first visit. DFH was losing the opportunity to connect with and convert users, missing out on sales and not communicating the benefits of connecting with a DFH licensed practitioner.
The new homepage needed purpose. We knew search was the number one feature being used in the current experience so it became the primary action — getting users to the products and benefits information they were seeking right away.
We also knew the benefits of connecting with DFH as a brand were not resonating with users. The new homepage serves as an introduction to DFH for all user types — practitioners, customers/ patients and students. We direct users to the information that’s appropriate for them by asking them identifying questions without forcing them into a full commitment, account creation flow.
A true E-comm experience
To reduce purchasing flow bounce to places like Amazon, we designed a new segment in the DFH checkout experience. Rather than blocking purchasing power behind login, a guest checkout option was introduced to allow users to purchase products directly from DFH without having to identify and fully commit to a DFH account.
Comprehensive account management
The account dashboard provides users with everything they need regarding their relationship with DFH. For practitioners, it’s a business portal that has become vital to commissions earnings and patient management. For patients and students it is the only place they go to interact with DFH post account creation.
This experience needed a fresh face and an architectural overall to ensure users had a clearer path to the information they rely on to run their businesses and maintain a healthy lifestyle.
Designs at every breakpoint
While DFH has always had an experience across desktop, mobile and tablet, it was never optimized for a real responsive experience. I designed each component, module and page to scale on any device and retain the interaction patterns and experience flow no matter where a user was visiting from.
