This project focuses on improving the user experience (UX) and user interface (UI) for Gaia Herbs' website. The goal was to address key pain points identified through primary research and to propose design solutions that align with Gaia Herbs' mission and enhance user engagement and increase Conversion Rate 25% more.
Research Methodology:
Utilizing the AGILE methodology, this project involved several stages of UX research, including:
Primary Research: Conducted user interviews and surveys to gather insights on user needs and preferences.
Pre-Personas: Developed initial user personas based on preliminary data.
Beta Journey Map: Mapped the user journey to identify key interaction points and potential areas for improvement.
PRIMARY RESEARCH
User Personas
KEY FINDINGS
SOLUTION PROPOSALS
Trust in Product Effectiveness: Users expressed a lack of trust in the effectiveness of Gaia Herbs products. They desired more detailed information about the scientific backing and specific benefits of each ingredient.
Quality and Sourcing Transparency: There were questions about the quality and sourcing of ingredients. Users wanted transparency about the origins and farming practices behind the ingredients, as well as third-party certifications.
Brand and Mission Understanding: Users had a limited understanding of Gaia Herbs' brand and mission. They wanted more storytelling elements that convey the history and values of the company.
Product Discovery: Users found it difficult to find the right products. Improving search and navigation functions, such as adding a product recommendation quiz or personalized suggestions, was deemed necessary.
Enhancing Trust and Transparency:
Add detailed information about the science behind the products and the benefits of each ingredient.
Include links to relevant research studies and testimonials from satisfied customers.
Provide transparent information about ingredient sourcing, farming practices, and third-party certifications.
Storytelling and Brand Engagement:
Incorporate storytelling elements throughout the website, highlighting the company's history and values.
Profile the local farmers and communities involved in creating the products, using photos and bios.
Improving Product Discovery:
Implement a product recommendation quiz to help users find products suited to their needs.
Personalize the user experience on the landing page using data such as geographic location, browsing history, and search queries.
Simplifying the Purchase Process:
Redesign the visual aspects of the site to balance Gaia Herbs' love for natural products with modern, technological aesthetics.
Streamline the purchase process by reducing the number of steps and simplifying the
POSSIBLE COMPETITORS
WIREFRAMES
SOLUTION SUGGESTIONS
Solution 1
Personalizing Experience in Gaia Herbs Website Landing Page:
To personalize the experience on the Gaia Herbs website landing page, one idea could be to use data and user behavior to personalize the content that users see. This could include using information such as geographic location, browsing history, and search queries to recommend products and content that are relevant to the user. For example, if a user has previously purchased a particular product or has searched for a specific topic on the website, the landing page could display related products or content.
Additionally, using personalization techniques such as dynamic content or personalized recommendations can help create a more tailored and engaging experience for users.
Using machine learning algorithms, the website could suggest products to users based on their browsing and purchase history. This would help users discover new products that they may not have found otherwise.
Solution 2
COMMUNITY AND ARTISANAL MOVE
To promote the community and artisanal nature of Gaia Herbs' products, I would suggest incorporating language and design elements that emphasize these aspects of the brand. For example, on the product pages, there could be a section that highlights the local farmers or communities that provide the ingredients for the product.
Additionally, the website could include a section that profiles the farmers and artisans who work with Gaia Herbs. This could include photos and bios of the people involved in creating the products.
Solution 3 FARM PHOTOS, REAL PERSONS & SIMPLICITY OF PROCESS
Redesign the visual aspect of our images with visual designs that demonstrate our love for the earth and natural products, but at the same time demonstrate the technological vanguard with the best certifications, I propose A··· impact images according to the neuromarketing table, just the same versions used by film, streaming or video game brands.
On the other hand, simplifying the process of the purchase gallery will make the path much easier for the buyer, without having so many options, suggestions or articles to read, that his purchase thinks about the urgent and safe sale.
MOCKUPS HI FI
BEFORE
PROPOSAL FOR 2025
Wireframes and Prototypes:
Created paper and digital wireframes to visualize the proposed design solutions.
Developed low-fidelity prototypes to establish the app's flow and usability.
Conducted usability studies to refine the designs based on user feedback.
Results and Impact: By addressing the identified pain points and implementing the proposed solutions, the project aims to build stronger trust and loyalty among Gaia Herbs customers, leading to increased retention and sales conversion.
Future Recommendations:
Continuously gather user feedback to iterate and improve the website design.
Explore opportunities for community engagement, such as educational webinars or partnerships with influencers and health professionals.
Maintain a focus on transparency and storytelling to strengthen the brand's connection with its audience.
Conclusion: This project showcases a comprehensive approach to UX/UI design, demonstrating the importance of user-centered design principles in creating engaging and effective digital experiences. The proposed solutions reflect a deep understanding of user needs and align with Gaia Herbs' mission to provide high-quality herbal products.