SuperNatural Eats has a fit, nutrition-conscious customer base with ties into the CrossFit community. They came to us wanting to improve their order flow and expand their options.
2020
3 Months
UX/UI
The primary challenge was to uncover problems with the site and analyze the ordering and checkout processes. Secondarily, I would have to design features for creating custom meal plans, managing orders and update the existing interface components.
The first step was to audit the existing site and checkout flow. I looked at competitor sites, analyzed heuristics, reviewed customer feedback and analytics. Several issues were discovered.
Taking the insights from the discovery phase on board, I began to create diagrams of an optimized site structure and user flow.
A streamlined site architecture with clearer nomenclature was developed.
Diagramming the ordering flow made clear which steps were redundant.
Simple wireframes were used as an ideation tool, to help drive the discussion around an improved ordering flow. Problem-solving at this stage was focused around structure and functionality.
The goal was to achieve a final interface design that felt clean and fresh, to elicit positive feelings about the brand and food. This was a departure from the drab look that had previously been utilized. We also wanted to capitalize on taste-appeal by using beautiful food photographs.
Comparing data from the 6-month period preceding launch to the 6-month period after, there was an approximate 30% increase in conversion rate which translated to a 50% increase in online revenue.
The business was extremely happy with this result.
