Nurish Responsive Website
A subscription service design update for improved conversion.
2020 – 2021
Project Overview
Team: Nurish Acquisition and Nature Made Brand Team
Nurish was a vitamin and supplement subscription service built on Shopify. Customers took a quiz and received recommendations for which products matched their health needs. Subscribers received a monthly box of their selections portioned out into daily “packs”.
My Role
The acquisition marketing team wanted to improve conversion. I worked with Nurish’s acquisition marketing team to rethink and re-organize their responsive website’s content and messaging. I also worked on an implementing their new brand guidelines into a site refresh.
Approach
We ran various landing page tests to achieve the optimal solution. Some emphasized the science and quality behind the supplement recommendations throughout the site as a trust-building elements, others emphasized user reviews and community stories. We also explored different iterations of a “How it works” section on the homepage to not simply explain how one would acquire a supplement pack, but also to help explain the business model including their no-commitment policy.
In March 2024, Nurish products were folded into the parent Nature Made site.
Homepage
Figma embed. Use your mouse to scroll inside the device.
Figma embed above. Use your mouse to scroll the mobile view port.
Translating a Rebrand
Another part of the project was to apply a new look and feel to using print guidelines provided by their brand agency. The style guide made bold use of typography, gradients, patterns. It was my role to try to use these styles while ensuring accessibility.
It was an interesting visual design challenge because, other than 3D renders of packaging and photos of the vitamins, there was little art or photography available to help showcase the product. For key pages, I adjusted photos from the original incarnation of the site and made “art” from the web experience itself to help tell the story.
Product Page
Figma embed. Use your mouse to scroll the mobile viewport.
Figma embed above. Use your mouse to scroll the mobile view port.
Health “Quiz” and Checkout
Users filled out a questionnaire or “quiz” about their health concerns and the application provided them with a list of recommended supplements based on their responses.
This was the main acquisition flow for customers, so the recommendations led directly into checkout where users chose their subscription options.
