eCommerce Site Redesign
Goal: As part of GNC’s digital product modernization, reimagine & redesign the homepage, site navigation and overall information architecture to be easier to shop, quicker to way-find, more closely aligned with the GNC brand, engaging and mobile-first.
Lead Designer · 2019-2020
Key focus areas for the site
· How might we create an experience that is both easily shoppable and brand-building?
· What pain points are customers experiencing in current state?
· How might we simplify and restructure site-wide information architecture and navigation to enable quicker wayfinding?
· How might we make the homepage (and beyond) a personalized experience?
· What are first-time visitor needs, both online and in-store?
· How are customers interacting with their smart phones in-store?
Key focus areas for User Account
· How might we create a user account experience that is engaging and promotes brand loyalty?
· What pain points are customers experiencing in current state?
· How might free and premium user account experiences be distinguished from one another?
· What’s the customer journey—how might we promote more sign-ups? How might we promote upgrades to premium membership?
· How might we level-up personalization in both free and premium account experiences—humanizing the digital?
· How might we maintain shoppability?
eCommerce Site Redesign
Goal: As part of GNC’s digital product modernization, reimagine & redesign the homepage, site navigation and overall information architecture to be easier to shop, quicker to way-find, more closely aligned with the GNC brand, engaging and mobile-first.
UX Design · UI Design · Creative & Art Direction