PURCHASE DECISION
Upon entering the product page, users are greeted with information that does not aid them in understanding the product’s core function and ingredients.
Instead, they are first presented with secondary information such as “Expiration date”, “shipping weight” etc.
SOLUTION 1:
MOST IMPORTANT INFORMATION FIRST
Before:
PURCHASE DECISION
Secondary information given a lower weightage, and shifted to the bottom right
While key product information such as main functions, and suggested dosage is moved up top.
SOLUTION 1:
MOST IMPORTANT INFORMATION FIRST
Final design choice:
PURCHASE DECISION
Upon entering the product page, users are greeted with information that does not aid them in understanding the product’s core function and ingredients.
Instead, they are first presented with secondary information such as “Expiration date”, “shipping weight” etc.
SOLUTION 2:
IMPROVED VISIBILITY OF RESOURCES
Before:
Blog posts frequently mistaken as ads
CTA to visit the blog site is located all the way at the footer.
PURCHASE DECISION
The main navigation bar now includes a “our blog” tab, bringing iHerb’s wealth of articles and resource front and centre for users to explore.
Clicking the tab launches an overlay upon clicking - showing popular articles, categories of interest the user can double click into and the ability to search articles with any keyword or topic in mind.
Links to relevant resources while users search for specific ingredients/ categories.
SOLUTION 2:
IMPROVED VISIBILITY OF RESOURCES
Final design choice:
Dedicated blog tab at the Main Navigation bar
Overlay pops up upon clicking the tab
PURCHASE DECISION
The current side does not allow users to natively compare products within the page - instead, the have to resort to opening product pages in separate tabs to compare key information.
This can be frustrating, and fatiguing if the user has shortlisted multiple products, or already developed a mental model of native comparison from other ecommerce websites/ applications.
SOLUTION 3:
COMPARE PRODUCTS EASILY
Before:
The only way to compare products is to open each one in a separate tab.
With the addition of a dedicated compare button, users can now easily compare multiple products’ key information such as ratings, price, and ingredients before making the final purchase decision.
SOLUTION 3:
COMPARE PRODUCTS EASILY
Final design choice:
CHECKOUT EXPERIENCE
PURCHASE DECISION