A future-proof eCommerce experience for Natural Heroes
Client
Natural Heroes
Timelines
August 2021 - November 2021
Way of working
Scrum (Agile)
Industry
Ecommerce
Website
naturalheroes.nl
Role & responsibilities
Discover & define
User Research, workshops, concepting, digital branding
Develop & deliver
Information architecture, wireframing, UX/UI Design, testing
Background
Natural Heroes is a leading dutch brand selling natural beauty and cosmetic products. As the brand name already suggests the products are made out of 100% natural ingredients. Natural Heroes built its business on a Shopify theme store. With their growth and expansion plans came new requirements and so they asked Story of AMS to design and build a future-proof headless webshop on Shopify plus.
Goal
Create an internationally scalable and future-proof eCommerce environment where people are inspired to become a superhuman by offering natural products, sustainable, and self-development (DIY) initiatives. With this, we demonstrate that a healthy and sustainable lifestyle can and should be simple, enjoyable, and easy.
Target group
After kicking-off the project with the entire Natural Heroes team, we conducted interactive sessions to collect information about Natural Heroes, their mission, and their preferred target audience. We achieved this, among other things, by interviewing all employees. Using the insights we gathered, we developed two personas to lead us in the design process.
Design principles
To start-off the design process well, I always create a set of important design principles matching the project. These principles are crucial as they provide guidance during the design process, ensure consistency in design, and prioritize user experience ensuring that products are intuitive, easy to use, and visually appealing.
Visual Direction
Besides constructing a future-proof eCommerce experience, Natural Heroes aimed for a new digital look that resonated with their audience and mission as well. To create a strong digital identity, I explored different styles and presented three directions.
Information architecture
I reviewed the existing site's navigation and pages structure and created a plan for a new and improved structure. The aim is to make it easier and more intuitive for users to find what they need, particularly regarding DIY products.
Additionally, Natural Heroes wants to share more background information of products with their target audience, so a stronger focus on knowledge sharing via blogposts and DIY videos should be incorporated as well.
Personalized shopping experience
When it comes to beauty and cosmetic products each customer has individual needs and should be offered tailored product recommendations. To accommodate a personalized experience we created a guided selling flow with our own Perfect Product Finder Shopify app. The flow asks customers a series of questions that help them narrow down their needs and wishes. Based on their answers, customers get suggested products that fit their needs.
Style interations
After several iterations and discussions with Natural Heroes, we concluded the definitive digital identity. With the structure firmly established and the new digital identity ready, it was time to dive into the UI designs.
UI design
All screens in the flow are completely designed for both mobile and desktop, ensuring that developers have a clear understanding of what needs to be built. I'll showcase a few screens to give an idea of the user interface and experience.
Future-proof eCommerce experience
We created a future-proof eCommerce environment where visitors are inspired in different ways to become a natural superhuman. This new eCommerce experience offers natural products in an attractive way, and shows you how to live your sustainable life by using natural product from Natural Heroes. Self-development and DIY initiatives are supported and promoted in an attractive way. With this new platform we demonstrate that a healthy and sustainable lifestyle can (and should) be simple, enjoyable, and easy.
Natural Heroes is very happy with their new platform. The platform can be managed and customized by themselves. The AOV and conversion are improved already and they’re ready to scale internationally.