The main goal of this online store redesign was to make the brand’s mission and values clear and easy to connect with. I focused on showcasing their four pillars in a way that felt approachable and simple by segmenting products into each one of the 4 categories. It was also important to highlight the founders' story and the community-driven reviews. Overall, the goal was to create a clean, user-friendly design that felt true to Healf’s focus on wellbeing and transparency.
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The main issue with Healf's website was that it felt outdated and lacked the clarity needed to reflect the brand’s mission. Visitors found it hard to understand the unique value of the four wellbeing pillars. The site’s design didn’t do enough to highlight the inspiring story of the founders or the strong community behind the brand.
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The solution was a complete redesign of Healf's website, focusing on a clean and modern layout that communicated the brand values.
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Brand values
Healf's brand values are based in simplicity, transparency, and community-driven wellbeing. They believe in making health accessible by connecting people with the best global brands, offering only products that meet their rigorous standards through a three step curation process (purity, quality, integrity and sustainability of the products they sell).
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The four pillars
The four pillars: Eat, Move, Mind, and Sleep are the base of Healf’s approach to wellbeing. They focus on eating nourishing food, staying active, caring for mental health, and getting good, restorative sleep. Healf believes true wellness comes from balancing these areas, so they provide products that fit into these categories.
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Competitors
The goal was to incorporate the best features from Healf's competitors into their website, improving the existing online store and aligning it with industry standards and trends.
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Branded experience
To translate the four pillars into a branded e-commerce experience, I focused on creating user journeys that seamlessly integrate each pillar into the shopping process, enhancing both engagement and conversion.
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Anatomy of a product page
To enhance the product page, several improvements were made in order to improve cart value and improve conversions. These included the introduction of subscription options, a clear presentation of benefits, and an optimised layout.
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Adding to cart
The mini cart was redesigned to provide a more dynamic shopping experience, encouraging customers to increase their order value seamlessly.
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Results
The new redesign has established a solid foundation for Healf's success, enhancing its image as a trustworthy brand. By integrating the four pillars into the user experience, we’ve fostered a vibrant community that advocates for Healf's products and lifestyle. The redesign has significantly improved the shopping experience, making it easier for customers to explore and purchase products through the different four pillars. This holistic approach not only aligns with Healf's mission but also strengthens customer loyalty.
