Content strategy, Information architecture, Brand design, UI/UX design, Art direction, Accessibility, and Design system.

The ask
Guided by New Chapters brand statement, "Beauty inspired by nature" and working closely with the New Chapter marketing and sales team. I led the digital experience design team to create an easy-to-use, educational eCommerce experience and it's design system showcasing nature's true power and New Chapter's unique fermentation process. The website was supported by email nurture campaigns to help foster deeper relationships and to increase sales through product suggestions and content.

The solution
Health and environmentally conscious consumers tend to distrust brands and their product claims. These users tend to do a lot of research before they make a purchase decision. With that in mind, My team and I designed a clean, honest, nature-inspired eCommerce experience and a design system highlighting New Chapters' pure and natural ingredients and their dedication to the planet while encouraging product discovery and sales. Through minimum use of colors other than the primary brand color, we embraced our whitespace to create a feeling of pureness and humbleness and to bring our illustration and photography forward in the design.

• Created buyer personas based on our user research and client interview to better understand New Chapter customers based on their needs, concerns and motivations.

• Conducted user interviews and research with the New Chapter marketing and sales team, and our research team to understand better what environmental and health conscience shoppers were looking for when purchasing their vitamin supplements.

• Help organize and develop New Chapter information architecture, product and ingredient categories, and user journey.

• Designed a customer-centric and story-driven eComm experience and its design system to educate environmental and health-conscious shoppers on the benefits of New Chapters vitamins and unique fermentation processes with the design team.

• Ideated and designed a monthly subscription feature to increase online sales while educating the users on New Chapter's diverse product.

Homepage

Product landing and detail pages

When deciding what to include in the product detail pages, we considered what a shopper would want to know before they purchase an item, as well as the unique features we should highlight to further the brand story. Based on our interviews and research, we designed an informative and inspiring product landing and detail page experience supported with contents that our users care about. Where the ingredients come? How is the product made? How do I know this product is really organic? Can you be trusted?

Product landing page

Product detail page

Ingredients pages

As the first non-GMO certified vitamins and supplement company with over 400 natural ingredients in its products and a commitment to regenerative farming, NewChapter is dedicated to its mission. We designed a series of ingredient landing and details pages and landing pages to increase SEO and educate the users of our pure ingredients as crucial product differentiators.

Ingredients landing page

Ingredients detail page

The fermentation process

Fermentation is everything to NewChapter. Its is the heart of soul of its vitamins and supplements. As the key benefit and differentiator to their brand story, we designed an informative and scannable experience to tell a very complex fermentation process story in a very simple way. The team and I designed all the custom illustrations and shot a founder video with the production team.

The fermentation Page