Sundaily
SITE REDESIGN
2019 getsundaily.com
How can we make our website a digestible, cohesive experience that requires less work for our users?
After Sundaily went through a rebrand with an agency, they wanted to focus on optimizing their website for their user after it had launched. Their main goals were for it to require less reading of “science-y info” and transition it focus on the user benefit. Additionally, they wanted surface products higher and more prominently throughout the experience.
With these moderate, yet very incremental improvements, I was able to enhance the website and keep it cohesive. I took their existing branding on the site and made lots of alterations to their homepage, collections page, PDP, and many of their about pages. The result told a better story of who they were and it was more digestible for their users. I also infused more shopping touch points higher on the homepage and carried through similar improvements to collections and product pages.
Simplifying Science
Since I came into this project after branding and the initial website was already completed, I conducted some exercises with the team to understand their user more and also understand their business goals. One of the exercises we did was empathy mapping. By getting into the user’s minds, we all could understand a bit more where they were coming from, what questions they had, and how they’re feeling. This helped us align on priorities and which solutions to tackle first.
One of the main issues with the current website at the time, was that it had too much scientific information and not enough shopping touch points. On the homepage in particular, Sundaily needed to communicate the gummy vitamin’s main benefit first before diving deeply into the science behind it and also tell a really cohesive story. The main user assumptions we had was they wondered what the vitamin will do for them, how will it help them, and why do they need to incorporate this into their wellness routine.
Another discovery was that users wanted to have enough trust and/or curiosity to go beyond the homepage and want to click through to the product pages or science pages to get more detail on those and ultimately purchase. Additionally, we needed to incorporate social proof on the homepage illustrating that this product actually works and that its also backed professionally. We did this by bringing press and user reviews to a prominent section on the homepage.
Solving For The System
Sundaily’s main business goals were to increase conversion and to solve the current pain point of poor funneling from the homepage to PDP, which ultimately hurt conversion. To tackle these goals, we brought a collections block, showcasing their two products to the forefront of the homepage. Sundaily wanted to offer their two gummy vitamin products as more of a “system” that worked together so I accomplished this in this particular collections section. We also added an entirely new collections page to the funnel so that users could shop both products, compare them side by side, and see the system as a whole before diving into one product specifically.
We were also solving for a multitude of users. Some were first time users who wanted to learn more about both products. Others were returning users that wanted to be able to quickly add both products to their cart and checkout. For these users in particular, I added blocks throughout the site to be able to add both to cart.
For users who did click through to the PDP, we all knew we had to rearrange the information so it was more digestible. The problem I had to solve for the PDP was to simplify the accordion area and make content more relevant to user’s questions and concerns. Also, I explored numerous ways to cross sell the other product and increase user confidence in product as a whole and more over as a system together. I ended up organizing information in expandable accordions, brought the main CTA (Add to Cart) up higher and above the fold, and also pushed to simplify the product description to answer the simple questions users had about the product (i.e. what is this, what does it do, and why do I need this?).
My Role
DESIGN