Feelvita
VITALITY THAT DRIVES CONVERSION
E-commerce digital strategy
Genius GmbH, a leader in TV infomercials category in German speaking region, tasked me with creating a standalone online store to promote new flagship brand Feelvita, complementing their main selling platform.
The platform prototype combined online shopping with a nutritional knowledge center, recipe database, and community content creation. The website would make it possible to improve brand recognizability, focusing on just a few products of the same family, instead of being lost between entire offer of over 200 conceptually diametral products. It would improve overall brand image and enable more precise user management.
I was analyzing user and data and turning this to actionable insights and functionalities. All implemented features, modules and elements are not here to show off or as ‘nice to have’, but as from research, experience and testing proven best practices for gaining higher conversion rate / return of investment, engaging visitors and creating lasting customer relationships. Every single element, from page organization, used column grid, structure, content, wordings and all UX elements are carefully planned and position with visitor, e.g., end user in mind.
As an example, I have used several indicators to find optimal width and grid system for the page: google analytics data from already existing webpages to see what devices and screen resolutions our existing visitors are using, different trusted statistic sources to check the situation in German market and number of successful and relevant online stores. The grid system was developed based on rule of thirds, in order to have page that looks thoughtful, organized and structurally sound, but also pleasing for the human eye. Micro whitespace in form of gutters is used to leave breathing room. Grid system relying on design principles determining better breakpoints and appropriate column widths for typography, allow flexibility in column divisions, maintaining consistency in spacing and ultimately makeing coding a lot easier.
Elements are strategically placed where the eye is naturally drawn in order to led visitors and create natural flow for visitor to follow. Customers attention is deliberately steered to selected areas, always strengthening trust, and making them feel secure by emphasizing reassuring details.
Storytelling content is saturated with promotions to influence visitors, proposing the offer when they are most likely to be influenced (when using search field, ready to buy, etc.). The copy is carefully crafted with the user in mind: meaningful, not boring, clear, pointful, and concise. Its length is designed to ensure effectiveness and engagement. Number of items in the cart shown throughout as a reminder.
I was responsible for and working on entire project from start to design prototypes –research, planning, wireframing, design, image manipulation, text suggestions and copywriting.
