Creating a user-centric, digital shopping platform
Client:
Deliverables:
Herbalife is a global nutrition company specializing in weight management, supplements, and personal care products. Operating in 95 countries, it generates $5 billion annually through 4.5 million independent distributors who support customers and expand its reach.
Herbalife's outdated platform frustrated customers and distributors, leading many to prefer shopping in person with distributors instead of online. Additionally, the brand image no longer appealed to a younger, more modern audience, stressing the need for a refreshed design.
The request was to create an intuitive platform that streamlines the purchasing process and boosts conversion rates.
I contributed to various flows across the Herbalife eCommerce website, including the Homepage, Shopping Bag, Checkout, Account management, and more. However, my primary focus was on the Product Detail Page (PDP). To inform my design decisions, I conducted heuristic evaluations, competitor analysis, and user research, identifying key areas for improvement.
The research findings, alongside user personas, guided the creation of information architecture and low-fidelity wireframes, ensuring a clear structure and intuitive user experience for the PDP. This foundation helped streamline product discovery, improve accessibility, and create a seamless path to conversion.
Working closely with the branding team, I went through multiple rounds of conceptual designs to ensure the PDP effectively represented the brand while maintaining a seamless user experience.
To maintain consistency across experiences, we established a cadence of reviews with the client and other design teams. These regular check-ins ensured that the PDP aligned with the broader eCommerce strategy, upheld brand guidelines, and provided a seamless user experience across all touchpoints.
Once the direction was set, I began A/B testing each section and module on the PDP to ensure a data-driven approach to design decisions. These tests provided valuable insights into user behavior, helping optimize layout, content, and interactions to maximize engagement and conversions.
One of my initiatives was introducing a sticky "Add to Cart" button on desktop to improve conversion rates and reduce friction in the purchasing journey. This feature ensured that users always had easy access to the call-to-action, even as they scrolled through product details. The update was well received by both the client and users, leading to a 12% increase in add-to-cart actions and a 7% boost in overall conversion rates.
The final deliverables included a series of iterative and constant testing, which greatly influenced the design evolution. Throughout the project, I was actively involved in refining every aspect of the shopping journey, from product discovery to checkout.
As a result, we developed a massive design system that ensured consistency across all touchpoints. I also worked on annotations for developers and contributed to the animation library, including animation specs for micro-interactions, to ensure smooth implementation and a polished final product.
Results
The launch of the new eCommerce platform for Herbalife was a success, with several pivots from management that required me to adjust the approach based on shifting priorities and feedback. These changes required flexibility and quick adaptation, but they ultimately helped create a platform that aligned with Herbalife’s brand vision. The result improved user engagement and business performance, exceeding expectations and setting the foundation for future growth.
important numbers
Average time on site YoY
