Context

The Nutrition Clinic (TNC) has been in the market for 10 years and counting. Their 360° approach includes data-driven and science-backed testings, supported by their in-depth research into each patient’s unique health history, lifestyle habits and mental psyche.

TNC’s thorough methodology towards functional nutrition and wellness allowed them to emerge as a trusted brand name with highly experienced practitioners.

The Problem

TNC did not have a clear way of explaining their Unique Value Proposition (USP) to new customers. Their website housed too much information, but it could not succinctly explain the many services they provide.

As a result, there was a lot of confusion surrounding the brand, which led to missed sales opportunities, leaving the team feeling frustrated with their current strategy. 

Goals

How might we create a digital experience to engage results-oriented individuals so that it creates more sales conversion for The Nutrition Clinic?

The primary goal is improve and optimise TNC’s website (specifically their Home, Membership and Contact pages) so that it can drive curiosity and enthusiasm amongst potential customers, and in the process encourage new sign-ups for their membership programmes. 

Users

The website would target new potential customers who could be looking to fix existing health issues, or curious and health-conscious individuals who are shopping for new ways to improve their current state of health.

The target audience are young, modern working adult that are willing and able to make changes to their diets and lifestyles.

Discovery & Synthesis

The team first discovered and identified the existing issues with the TNC website through heuristic analysis and content auditing. This helped us concretise project goals and define the next steps in the project roadmap. 

Armed with assumptions drawn from the heuristic analysis, we looked towards selected users to understand their perspectives and needs. User surveys were conducted with users new to TNC. To draw further insights, 1-to-1 interviews were conducted with existing TNC customers to understand their initial buyer journeys, first impressions, and the potential challenges and blindspots we may have missed.

Using the insights gathered, the team synthesised common themes. We developed and updated the persona profiles, highlighting each unique user's tasks and goals. A buyer journey map was also crafted to help us better understand the satisfaction and pain points each persona experienced when interacting with the website. 

These research led us to valuable insights, which informed the development of a new and improved site map that reorganised the website information in a more concise manner. It also allowed us to further develop a high impact website interface in the Conceptualisation stage.

Conceptualisation

As one of the main designers of the team, the wireframing and prototyping process was iterative.

The current brand identity of The Nutrition Clinic was further refined to ensure brand consistency on the website, which in turn boosts legitimacy and trustworthy image of the brand.

I explored various ways to streamline content on the website to and improve the information hierarchy on each page to determine the best experience for the user. The team collaborated intensively to validate design concepts and exchange feedback to continue optimising the experience.

Design Solutions

Boost legitimacy and trustworthiness of the brand 

Improving first impressions

• Stronger brand impression and consistency throughout the website

• Adding actual user reviews, including bite-sized, legible figures and infographics so that TNC’s impact is easily seen at one glance

• Transparent pricing to increase ease of mind

Reduce confusion and frustration, especially for users seeking swift solutions

Simplifying information

• Clear overview of common health issues TNC can help with

• Organised, succinct information presented in simple point form

• Effective infographics to illustrate Membership process

• Introducing Membership Comparison

Increase number of touch points where users can reach out

Driving user engagement

• Persistent yet unintrusive call-to-action (CTA) button to encourage more users to schedule 10-min calls, adding a human touch to the start of their wellness journey

• More CTA buttons at every point of the website that leads to membership info and signups

Outcome

To put our design solutions to the test, the team conducted Usability Testing and interviewed 6 users aged 25 – 56 years old to get their feedback and insights. 

While our prototype was a vast improvement from the initial version of the website, there were a few kinks we had to work out to further improve the prototype. 

Success

The final prototype laid the groundwork for The Nutrition Clinic’s (TNC) evolving website to target new customers and build a growing community. Our proposed design solutions achieved the following:

• Improved TNC’s over brand impression and legitimacy

• Refined and streamlined information present to highlight TNC’s effectiveness and impact

• Boost user engagement that lead to more enquiries and created more sales leads

Evolution

With more time, we could continue refining our proposed design solution and build new features on top of it.

• Developing clear conversation UX content to drive engagement, conversion and retention

• Including responsive chatbots to tackle common queries, leading to higher customer satisfaction and higher rate of conversion

• Crafting a health quiz to increase user engagement while emphasising on TNC’s Unique Value Preposition of personalising each unique customer’s health journey

“[The] team presented a final prototype that was clean, seamless, and most importantly - one that converts. Would work with Charmaine and her team all over again.”

Aizah Rozalli
Content and Marketing Manager, The Nutrition Clinic

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