Client
Vitl
Services
Prototyping
UI/UX
Website design
Wireframing
Vitl, a personalized vitamin and nutrition company, aimed to enhance conversions while improving customer education on their products. Although the existing product pages had served the brand well, they needed a refresh to better accommodate a growing range of products and communicate Vitl’s unique USPs and benefits more effectively. I was responsible for leading the design vision and managing the design team throughout the process.
Through competitor research and internal workshops, we identified key areas for improvement, particularly in UI/UX enhancements. Collaborating with the marketing and nutrition teams, we worked to effectively tell the brand story while providing scientifically accurate and beneficial information to users.
A significant challenge was upgrading the payment module to highlight subscription benefits and support promotions. The module needed to be flexible enough to handle the diverse product range without overwhelming the user with information.
Leading a team that included another designer and a freelancer, we developed a new, adaptable product page template, working closely with the tech team to ensure the design met practical constraints and timelines.
The result: A flexible, user-friendly template that empowered the marketing team, with A/B testing showing an increase in traffic and 5% increase in conversions compared to the previous design.