HealthCo
Health Co is an offline and online shop in Brisbane, Australia selling a wide range of high quality health and wellness products across various user needs to enable consumers to live their best life. The focus is on providing the best prices for quality products.
As a team of 4 UX designers, we spent 4 weeks working remotely with our client Amrita to conduct qualitative and quantitative research on health and wellness purchasing habits on e-commerce platforms, to help understand and gain insights on our users' motivations and needs, and designed a seamless and responsive multivendor e-commerce website for their marketplace.
In seeking for improvements in the general user interface and functionalities of the site, 3 project objectives were identified:
• Validate the assumptions on the improved prototype via usability testing.
• Research and propose an improved user flow in order to reduce bounce from-and-to the site and increase conversion rates from-and-to the site.
We then based our research based on the following research aims:
2️⃣ To research and propose an improved user flow.
3️⃣ To come up with a customer journey to find out the opportunities in redesigning the website.
4️⃣ To identify any copy issues in the web platform.
experience on HealthCo's website so that users can purchase suitable products for their needs?
Exploring the Website
- Users like having the star ratings on the product cards
- Wishlist term is confusing
- Include ‘Muscle Gain’ as another goal
- Remove ‘Social’ section
- Having ‘Blog’ at the end of the page
- Have navbar include ‘About Us’, ‘Blog’, ‘Contact Us’ + everything else that already exists
Browsing Interested Products
- Consider adding ‘Sort by Bestsellers’, ‘Price - Low to High’, ‘Price - High to Low’, ‘Sort by A-Z’, ‘Sort by Z-A’
- Clearance has to be defined; clarify if the product is nearing expiry date
- Include filters for ‘Clearance’ and ‘Super Deals’
- Highlight the discount on cards
Checking out Product Listings
- Consider having verified reviews
- Users would like to have option to enlarge product images; auto-magnifying feature
- Display product details in tabs
- Adding Review.io as review partner
A) Colour Psychology for Active States
We streamlined colour use, reserving the brand's striking red for buttons and high-importance text. This conscious choice makes key actions more visible and accessible.B) Clear Information Hierarchy
User feedback highlighted unclear information architecture and inconsistent visual design. We addressed this by re-sequencing the site's information based on card sort results.
C) Optimized UI for Functionality
"Blog" was deemed non-essential, with users prioritizing purchases. Other optimizations include: clear product ratings in limited space, collapsible product detail tabs, and friendly, inclusive site-wide copywriting.
D) User-Aligned Website Structure & Design
80% of users would consider product bundles. "Similar Products" became "Recommended for you" for personalization. Users also requested more specific "Shop by Goal" options, especially "Muscle Gain."
E) Enhanced Shopping Experience & Credibility
Users wanted multiple product photos to simulate in-person shopping, increase site trustworthiness, and verify nutritional information accuracy.
F) Directed Sorting, Filtering, and Product Details
"Clearance" and "Super Deals" were added filters, critical for users narrowing purchases. Products can now be sorted by "Best Selling," "Alphabetical," and "Pricing." Users also need expiry dates to determine purchase quantity, so product pages now include expiry dates, ratings, review counts, and improved "Add to Cart" contrast.
We conducted two rounds of usability testing with 10 users using a hi-fi prototype, starting from mid-fi assets provided by the client.
This feedback drove rapid improvements. We implemented quick changes and presented remaining feedback to the client for future consideration.
We also tested continuously throughout the design process to understand user needs and frustrations, with the final iteration tested using Maze.co.
- Together, within the timeframe of 4 weeks, we’d:
- • Clarified assumptions using behavioral and attitudinal data from existing health and wellness websites.
- • Conducted qualitative research (user interviews) to establish personas, user flows, and customer journeys.
- • Streamlined UI design across 90% of the application, focusing on user experience improvements based on usability test insights.
- • Addressed unclear copywriting by redirecting new copy to be more user-friendly.
- • Developed a clickable prototype tested for clear navigability.
- • Validated website section order via card sorts, aligning with ideal user flows.
Thank you for reading till the end.