UX Research – Full Product Lifecycle

Challenge:
LuckyVitamin’s main site suffered from product overload, poor navigation, and decision fatigue, making it difficult for users to connect with the brand’s health and wellness mission. We needed a solution that not only streamlined the user experience but also emphasized the “why” behind our offerings.

Approach:
I led a design thinking process, starting with empathy-driven workshops to shift the team's focus from selling products to understanding the customer journey. Using mind maps and affinity grouping, we identified key themes for a new site. We developed personas and customer journeys, recruited participants via social media, and conducted qualitative interviews to gather insights. A/B testing of two site prototypes—a gamified user journey and a narrative-driven approach—allowed us to refine the design based on user feedback.

Results:
The research revealed that a hybrid solution combining both prototypes would best serve users. The redesigned site reduced decision fatigue, strengthened user engagement, and aligned with the brand's health and wellness goals.

Remind(mapping) Myself of the Basics

I shifted our team's focus from selling to truly empathizing with customers. To kickstart fresh ideas, I organized a mind-mapping session, giving myself a quick refresher beforehand to ensure a smooth design workshop.

Design Thinking in Action

With minds refreshed, I challenged the team to create their own mind maps, organizing ideas via affinity grouping. We then dug deeper, focusing not just on what we were building, but why it mattered for our users.

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The Real Reason for Expanding Our Site

Inspired by Simon Sinek's "Start with Why," we shifted our focus from just what we were building to why it mattered. The team explored the deeper purpose behind our new site, ensuring that every decision aligned with our mission to better serve our users.

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A Customer We Can Feel

Building on trust and our new demographic insights, I developed an initial persona and customer journey that aligned with our goal of creating a platform centered on user goals and needs.

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Taking to Social Media

Recruiting participants for UX research can be tricky. To overcome this, I leveraged my social media following to gather engaged participants for our first qualitative study, sparking an organic crowd-sourcing initiative.

Asking the Right questions

With seven participants recruited, I designed empathy interview questions. After rounds of edits and collaboration, we finalized a set that would effectively illuminate our users' needs.

Empathy in Action

We began our first round of research interviews, gathering valuable insights from candid conversations about health and wellness journeys.

Initial Results

Looping in our Director of Technology, we uncovered an unexpected opportunity to expand our target demographic based on early interview findings.

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Simple as A/B Testing

We tested two versions of our new site: one gamified, the other more narrative-driven. Participants provided hands-on feedback, offering key insights for our final approach.