Client
Hundred
Year
2020
Methods
User testing
Prototyping
AB Test
Merging nutrition expertise and the retail experience into a one-stop health journey
Hundred is a subscription-based supplement retailer, helping users discover what vitamins they need to optimize their day-to-day performance, to relieve a chronic condition or to generally feel healthier.
Before
After
My role
As Product Designer, my work focused on uncovering user pain points within Hundred’s current flow, identifying the struggles users faced in reaching their overall health goals and testing the acquisition user flow.
01. Research
100 users tested using in-person usability testing and remote recorded testing. Insights gathered in a report.
02. Design
Interactive prototype handed to the dev team to review microtransactions and precise code.
03. A/B Testing
Prior to launch, prototype usability tests and A/B tests were run for seven days based on current traffic.
User problem
Hundred helps customers reach their health targets by recommending supplements based on their unique profile.
Although this process attracts users with an good understanding of dietary supplements, it does not appeal to beginners or experts.
Beginners don’t know where to start and want guidance
Expert users can’t see the advantage of automated advice.
Business problem
The online retail market for supplements was rapidly expanding; Hundred was looking to jump into an intensely competitive space. To stand out, they needed to offer something different.
Bottleneck
User analysis revealed that although 70% of unique visitors completed the quiz and browsed through vitamins, only 5.3% proceeded to the shopping cart.
Business Opportunity
Hundred was looking to position itself as the expert voice in health supplements. Not only can customers ‘personalize’ their vitamins, the product also offers:
- Monthly consultations to adjust vitamin requirements
- Free on-demand consultations with a nutritionist via chat
- Tailored tips and exercises to reach personal health goals
Goal
The business goal was to increase the conversion rate and promote a three-month prepaid subscription to increase the average basket and reduce the CAC.
Phase 1
Research
Google Analytics revealed user flow friction on the Recommendation page. Over 100 usability tests were run over a three-month period on the following flow:
Focus of user flow test
The usability issues and pain points identified were clustered into four categories.
Product info
The number one reason for exiting a page was insufficient information provided on an individual supplement.
Reassurance
Users who wanted to consult a nutritionist or doctor before proceeding to the shopping cart.
Social Proof
Users who exited the site to search for company reviews and social media accounts.
Other
Usability issues and confusion about the product.
Social Proof
Users who exited the site to search for company reviews and social media accounts.
Reassurance
Users who wanted to consult a nutritionist or doctor before proceeding to the shopping cart.
Product info
The number one reason for exiting a page was insufficient information provided on an individual supplement.
Other
Usability issues and confusion about the product.
Main key takeaways
Phase 2
Design
Based on UX principles, the above insights and brand principles, the design provides users with a more immersive experience.
Header section
1
Menu stripped away from navigation items to reduce distractions and exit rate
2
Daily price breakdown to commuicate value for money
3
A visual reminder of health targets selected in the quiz
4
Product shots integrated at point of sale
Recommended vitamins
1
Users can retake the quiz, but the button is less prominent
2
Pills are displayed in cards
3
Toggle button to remove pill from cart while saving selection
Upselling section
1
Users invited to add their current supplements to daily packs
2
Products are deselected by default, users can add to cart
Phase 3
Results
The deployment was iterated in a series of monitored releases, prioritized on an ROI base, and saw the light after three months of design. Few adjustments were required based on additional discoveries and requirements.
Prior to deployment, a series of progressive A/B tests were launched to monitor progress over a period of seven weeks. The metric selected was conversion rate from the Recommendation page to the cart.
The test showed a good outcome and provided additional learnings for on-the-run revisions.