Develop a new online platform that helps to showcase the full range of Nature’s Way brands and products and provides an easier way for customers to find products relevant to their needs and requirements.
As a brand, Nature’s Way provides a wide range of health products split across multiple sub-brands, covering everything from vitamins, skincare, beauty, and nutrition to immunity, gut health, and energy. For consumers, the choice can be overwhelming, and finding the right products for their needs was difficult with no clear definition between product types or categories, with many of the brands producing similar products.
We needed to rethink the site architecture and search experience to allow potential customers to find products faster and easier using a better classification of products to align with real customer needs and concerns.
The final challenge was to consolidate all sub-brands under one unified parent brand, helping showcase the full range and better categorise products based on customer search.
The first task was to rework the core navigation and categorisation of products using language and terms that align with how customers search for health & wellness products. We created a product ecosystem that tagged each item based on health need and ingredient as well as categorising products by gender and age group.
Within each of these categories, we then looked at product types such as liquids, capsules/tablets, and gummies, helping simplify the search experience and refining results to shorter, more focused lists for the customer.
From here, we looked to develop a Product Selector tool that allowed customers to answer a few simple questions about themselves and their needs, which generated a results page with relevant products and related articles and content.
The last task was to add more value for the customer by providing information relating to a range of health topics and concerns that align with the Nature’s Way product range and help to improve SEO and site rankings.
We created a refreshed design and online experience for Nature’s Way that provided an improved UI and user experience for customers, making it easier to find the products relevant to their personal and family health concerns.
We created a range of templates and modules that helped unify and structure products by categories based on customers’ needs as well as better consolidate the full range of sub-brands into a single platform and customer experience.
The homepage was restructured to incorporate modules that provide quick links to common product categories and access to a new Product Selector to help them find the right products quickly and easily.
A new Health & Wellness Hub was created to provide a wealth of information for customers that aligns with their health needs and concerns and enriches their overall experience when engaging with the Nature’s Way brand online.
