Giddy Health
Objective
Our project aims to enhance the performance and appeal of Giddy Health, the vitamin brand of Giddy, by implementing strategies that improve conversions and engage consumers with our mission to promote holistic and sustainable wellness. | Our objective for Giddy Health was twofold: to elevate conversions by enhancing user experience and to modernize the website's aesthetic to better reflect the Giddy brand's values and messaging.
My Role
Research Support
Designer
Tools
Figma
Screen Sizes
Desktop L, Desktop M, Tablet, Mobile L, Mobile S
Teams Involved
Design, Marketing, Copy, Dev
Duration
2 week sprint
Overview
With numerous vitamin and supplement companies in the market, we knew that Giddy Health had to stand out. Leveraging our partnership with Rooutine, we developed a cutting-edge microbead capsule that offers exceptional quality and innovation, setting us apart from competitors.
Giddy Health was launched to cater to a segment of our customer base that did not experience erectile dysfunction, as highlighted in the success of EddieByGiddy.com. The brand debuted with a range of five essential vitamins, including a multivitamin, men's and women's libido, prostate, and menopause support.
To better align with the premium and sophisticated image of Giddy, we updated the visual design of Giddy Health's website and enhanced the user experience to increase conversions and attract a larger audience. Our comprehensive approach included targeted marketing strategies, optimizing website functionality, and ensuring that the brand messaging and visuals aligned with our customers' values and expectations.
Research
C&C Analysis
To ensure that we are delivering on this promise, we conducted a thorough analysis of both direct and indirect competitors in the market. Our research included direct competitors like Nutrafol, Ritual, Inessa, and Care of, as well as other innovative companies like Maude. Through this analysis, we were able to gain valuable insights into the strengths and weaknesses of our competitors and identify opportunities to differentiate ourselves and better serve our customers.
Interviews
We took a close look at the daily supplement market by conducting interviews with individuals who use supplements on a regular basis. Our sample group included men and women ranging in age from 35-60. Despite the saturation of the market, we found that people are still open to trying new supplements when they are provided with the right information and the brand has a reputable and trustworthy reputation.
Takeaway
“Why Giddy Health vs another more recognizable brand?”
-Interviewee
Findings
“There’s not enough information here to make me want to buy this product.”
“The website doesn’t feel very premium for something im going to be putting in my body.”
“I am willing to try new supplements if they can set themselves apart from the competition.”
“I don’t fully trust giddyhealth.com, the information given feels very surface level.”
“What sets GiddyHealth.com apart?”
“I enjoy the deals and packages, I would like more options for women.”
Persona
Tonya Maclemore
48 years old
Stay-at-home mom
Older parent and wants to reinvigorate her sex life
Tonya is feeling unfulfilled and is seeking to improve her sexual health and well-being. After being a stay-at-home mom for years she feels it’s time to make herself feel good again and search for a solution, she comes across several websites that offer potential solutions. Despite being intrigued by Giddy Health, Tonya feels that she is not receiving enough information about their products to make an informed decision. As a result, she opts for a more recognizable company that provides her with a sense of security and peace of mind.
"How might we provide potential customers like Tonya with the information and reassurance they need to make confident and informed decisions when purchasing vitamins and supplements?"
Design
Sketching
Given the tight timeline for our project, we opted for a fast and efficient design process. We began by sketching out all screens on a whiteboard, starting with mobile and working our way into desktop. This allowed us to quickly ideate and iterate on our designs, ensuring that we met our deadline while still delivering a high-quality product.
Mobile Sketches
During the sketching phase, we prioritized the information that was important to our users. With a focus on the home page, product page, category page, and FAQ, we were able to ensure that all the essential information was included in our design. By starting with mobile first, we were able to fit all the necessary information into a compact space, creating a solid foundation for our design that we could then expand upon for desktop. Our approach ensured that we were able to meet the needs of our users and provide a comprehensive and informative experience, without sacrificing design quality or usability.
Desktop Sketches
As we expanded our design to include desktop, we were able to add more information while maintaining the same structure and sections. This allowed us to provide a more comprehensive and informative experience for our users, as they now had access to more information that was easily viewable and accessible. Although we unfortunately lost the category and FAQ sketches, the process of incorporating additional information remained consistent throughout all pages.
Where We Landed
Wireframes
We underwent numerous iterations during the wireframing process to arrive at our ultimate design. The chosen wireframe was then meticulously adapted into five screen sizes, to facilitate a smooth transition to the development team. In this presentation, we will emphasize the desktop and mobile wireframes to demonstrate how the design performs on various screen sizes.
Home Page
Our elegantly designed homepage boasts a streamlined, minimalist aesthetic that showcases our top featured products while inviting users to explore our curated collections of men's and women's vitamins. As visitors scroll down the page, they'll discover insightful information about our cutting-edge microbead capsule technology and gain a comprehensive overview of each vitamin we offer, along with its unique benefits that give the user more confidence when making a purchase.
Product Page
Designing the product page was an engaging and rewarding experience, despite the challenges it presented. We meticulously crafted each product page to provide a comprehensive insight into our vitamins, their benefits, customer reviews, FAQs, and more. In addition to unveiling this refined design, we were delighted to introduce a diverse range of bundle options tailored specifically for men and women.
Category Page
The category page serves as an essential bridge, specifically designed to cater to the needs of our marketing team. This page adeptly displays all men's and women's products within their respective categories. After exploring various concepts, we settled on a design that mirrors the homepage's presentation of vitamins, customized for each respective category. To enhance the user experience, we incorporated a swift pop-up checkout option, ensuring a seamless and effortless shopping journey.
FAQ
For the FAQ page, our goal was to maintain simplicity while accommodating a wealth of information while helping the user remain confident in the information they were seeking. We opted for a tab-based design featuring an array of dropdown menus corresponding to the selection. This approach ensures a clutter-free experience, eliminating the need for users to scroll extensively down the page in search of the desired information.
Testing / How We Did / Prototype
We immediately initiated testing for various site sections and user flows by employing one-off product landing pages. These versatile pages enable our marketing and sales teams to optimize click-throughs from ads based on their content. This flexibility allows us to make targeted adjustments to the presentation and arrangement of the displayed information, resulting in a more effective user experience. Depending on how they perform we make edits to the live site to reflect the successful test.
This new design showed us promising results and increased our conversions by around 40% in the first few days. As we continue to make updates and improve the experience for our users we hope to create a trend of increased profits month over month.
Next Steps
Continue to test and make edits depending on what is/isn’s successful.
We want to make the site feel more premium with more dynamic sections that allow the user to interact with.
Become a top competitor in the vitamins and supplement industry with our efforts.
Key Takeaways
In order to become a big contender in a space that is already very saturated, you just have to gain trust and give your customers the confidence to take it to the next level.
Insights
People strive to be healthy and want to take the steps to do that, giving them a platform that they can trust and feel confident in is key.
Challenges
Trying to fit all the information about our vitamins into one page without making it a lengthy mess was very hard. When it comes to the bundles it gets to be really challenging because that double or tipple the amount of information we have to fit into a product page.
Favorite Step
The fact we pulled this off in 2 weeks is crazy. We were able to increase conversions and bring up the look and feel of the site in such a short amount of time. Although given more time we probably could’ve done an even better job my favorite step was every step due to the amount of hard work we put in and got out of it.