Country Life Vitamins

Project background

Supplementing a brand update

Category
UX/UI, Web

Country Life is a family-owned business dedicated to nutritional and lifestyle products for over 35 years. With a mission to serve as a destination space for wellness education, Country Life is a trusted brand for natural-sourced products, from multi-vitamins and minerals to fitness optimization and skincare. This needed to be reflected across its website, social channels, and points of purchase.

Main challenges

4 key target areas

One of the first steps was to identify where the current website user experience shined, and where it didn’t, to create a baseline from which we could expand.

How we did it

  • In-depth stakeholder interviews
  • Extensive ideation, and high-fidelity prototyping
  • Audit of all digital properties, products, and collateral
  • Competitive analysis

1

Infuse visual language with updated brand strategy

2

Hero the products and benefits

3

Elevate products and benefits via custom photography

4

Improve product discovery and transaction systems

Side-by-side comparison

Wellness, streamlined

Product pages

From pills to pixels

I leaned heavily on design principles rooted in simplicity and modularity. This led us to design and develop the visual language and systems in a small-to-large (basic to complex) approach. All UI elements and iconography were custom created – typography and color palettes were also simplified. The flexible and scalable qualities of the design also drove the numerous nuances across products and customer bases to shine through.

How we did it

  • Mood boarding sessions
  • Sketching & wireframing
  • Prototyping (interactive/static)
  • Custom product photography
  • Design specification documents
  • Usability testing & validation
The new website

Now with more brand

The new Countrylifevitamins.com is a truer expression of the brand and a modernized, dynamic wellness resource.

What's new

  • Positive user experience – from product discovery through purchase
  • Simpler, more intuitive, & fully responsive interface
  • Streamlined product offerings and relevant nomenclature
  • Unified brand expression showcasing all products