Herbalife
Global health and wellness company, promoting a healthy lifestyle and a motivating community.
Background
Herbalife is a global health and wellness company and community. For over 40 years throughout 90 countries, they have created science-backed products to benefit their consumer’s health. In addition, they connect consumers with distributors who empower them to build their own Herbalife-backed business.
Goals
With user-backed research from the Baymard Institute, I wanted to re-design the product display page to create a more sleek, modern, and user-friendly shopping and browsing experience.
Challenge
The product design page and core commerce experience needed a re-design. User research has found that the page was hard to navigate and understand. The core product was low on discoverability and this affected customer purchases.
My Impact
I worked on this project as a solo designer under the supervision of a design director. I was responsible for the creation of all discovery and design deliverables. My contribution has made a critical point of the website delightful to navigate and has also turned Herbalife into a more reputable brand.
Research
Utilizing the Baymard Research Group’s best practices on PDPs, I identified several key problems with the old PDP page.
Design & Iteration
I first brainstormed a series of iterations addressing the problem of the layout. I then chose four patterns that seemed to best fit our scenario and objective.
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Next, I moved on to brainstorming how the user would select a flavor and created four different scenarios.
Finally, I narrowed the screens down to two final options each with its own advantages and disadvantages. In option one, the product would display a flavor dropdown with an image carousel on the side. In option two, the product would display the flavor swatches with an image carousel on the bottom.
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Final Design
I decided to combine my final two options to create two different use cases. In a scenario where a product has 4 or less flavors, the flavors will display as swatches, and in a scenario where a product has 5 or more flavors, the flavors will display as a dropdown.
Conclusion
The feedback I have received was very positive. Aesthetically, the page feels a lot less bulky and flows better with the rest of the revised site. Users have also reported that they have an easier time understanding the goal of the page and they were able to navigate decisions with familiar heuristics.
I continued explorations for the bottom half of the PDP. Though they could not be implemented due to scope, I found that these screens were better suited to a dynamic brand. Should I have had the opportunity, the final page could have looked something like this.
Herbalife Iconography
In addition to the PDP work, I created a set of brand, system, and packaging icons for Herablife’s re-design. I drew my inspiration from Herbalife’s existing icons and the brand’s themes of duality and agility. This was all laid out and explained to developers in the icon deck below.
