SimplyBiotix: branding, product development, and more

Defining the project

In late 2016 - early 2017, while maintaining their current customer base satisfaction, a leading health and supplement company wanted to launch a new supplement brand that would reach a new generation of supplement users that they had not yet tapped into: Millennials.

As part of my engagement as Sr. UX Designer with the company, I was tapped by the CEO to work with a hand-selected group of people within the organization to launch a new brand for the company. With that, I was asked to oversee the project's UX + UI + UX Strategy + Web Design/Development + Art Direction.

The problem

The next generation of supplement consumers, Millennials, have increased their supplement intake more than any other generation over the past 5 years. How might we launch a new supplement brand and create a product and service that is simple, informative, and easy to use?

Tools

Adobe CC, BootStrap, JavaScript, and more.

Getting started

Strategy

We started by exploring anything and everything we knew about probiotic supplements and the supplements industry. This helped us figure out what assumptions we were making and to see some blind spots we needed to learn more about. We built out a survey and set of interview questions in order to fill these gaps, and gather more information on our audience.

Competitively, we found this market was on a quick uprise, so we needed to be ahead of the curve at launch. After gaining additional insights from the marketplace, we started conducting competitive analyses that covered end-to-end brand interaction from the user experience perspective to resolve exciting/future customer experience challenges. From this, we could see that there were some great areas of opportunity created by these market shortfalls.

Areas of opportunity = site to Amazon

Discovery & Planning

After compiling the data from our survey and user interviews, we were able to produce personas, user stories, and scenarios. Our plan was to draw parallels between this information and the concepts we had imagined after seeing such a gap in the market.

Area of Focus:

• Female family buyers 30 – 40

• Moms and pregnant women 25 – 40

Persona(s):

While conducting qualitative research, we found that the new target group did not trust Physicians or Pharmacists and found Company X’s current positions unappealing and intimidating. When tasked to go through the existing sites / reviewing print materials, it was clear that some products sparked an interest. But, with the 50 + positioning and overarching medical presence surrounding their supplements, both groups became more critical of the power structure / doctor-esque orders and were overall filled with uncertainty.

The Newlywed

The Mom with Toddlers

The Mom with School-Aged Children

Label concepts: round one

Label concepts: round two (winner)

Additional packaging comp.

Website ideation

Rollout web concept and branding palette

Prototype - quantitative data findings

When reviewing the Qualtrics and focus group data, the overall results showed that the supplement concepts were very well received, with 86% of respondents saying they would purchase the product(s). Of those who said they would purchase the product(s) when asked to rate the product(s) attributes in terms of importance to their buying decision, ‘Improved digestion’ (72% Very important) and ‘Better immune health’ (71%) were the 2 highest rated attributes, followed by ‘A healthy gut is a healthy you’ (68%) and ‘Improved nutrient absorption’ (65%). ‘Better immune health’ (20%) topped the list as being the most important product attribute.

Other information regarding the biggest health concerns, primary sources of health information, supplement usage, and purchase drivers was also obtained through this survey and should be carefully considered during the launch phase of the supplement product line.