Green Performance
Green Performance is a health supplement brand offering a green powder mix to support energy, immunity, stress management, athletic recovery, and overall health. The primary goal of their website project, running from November 2022 to January 2023, was to achieve transparency in ingredient dosage and benefits, distinguishing it from competitors that obscure such details.
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Users & Audience
The primary users of the Green Performance product and website are health-conscious individuals who prefer consuming vitamins in liquid form over taking pills. The primary audience includes busy professionals and high-level athletes seeking a transparent and complete nutritional supplement to maintain optimal performance. User research highlighted frustrations with navigation, interaction, and the overall online buying experience on supplement websites, which often fail to educate or provide detailed product insights.
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Scope & Constraints
The project was bound by a concise timeline from November 2022 to January 2023, requiring efficient design and testing phases. Key challenges included addressing user pain points around website navigation, ingredient transparency, and simplifying the online purchase process to compete with the personalized service professionals offer in physical stores.
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Process & My Involvement
As the Principal UX/Visual designer, the process involved:
Conducting interviews and creating empathy maps to understand the target user's needs.
Developing personas and user journey maps to pinpoint pain points and opportunities for improvement.
Creating a strategic sitemap and information architecture for clean and focused navigation.
Constructed wireframes and developed low-fidelity prototypes to visualize redesign impacts.
Conducted an unmoderated usability study with 5 participants, leading to refinements in the design, particularly around site navigation and product understanding.
Developed high-fidelity prototypes incorporating feedback from usability studies and team suggestions, strongly focusing on accessibility standards.
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Outcomes & Lessons Learned
The project culminated in an intuitive website design for users and offered clear and detailed product information. The redesign effectively addressed the initial goals of transparency and user experience improvement. A notable lesson was the importance of clarity between single purchases and subscriptions, which led to further modifications to reduce purchase friction. Future steps include follow-up usability testing to refine the website and explore new features to meet additional user needs.