The Problem: New Chapter is a vitamin and supplement company that believes in the power of whole foods supporting holistic health. Their biggest sales came from third parties like Amazon and they were looking to increase their direct sales and engage their customers on a more personal level with a branded e-commerce site.

The Solution: We developed the site structure with a focus on highlighting the quality of their products in a way that retailers like Amazon can’t. Our approach to design was to hero the premium ingredients and unique fermentation process that goes into making each New Chapter product to drive sales and educate our users through transparency. Our guiding principles were to tell the New Chapter story with rich, vibrant photography, conversational but scientific language, and an intuitive user purchase flow. We used bright color to signify actionable items and important information such as price.

My Role: Lead Designer with Creative Director oversight. I worked closely with another mid-range designer as well as a production artist to develop the responsive site design and developer ready design system in Sketch. I also worked alongside a strategist, UX designer and developer during each agile sprint. The site was built/developed in house.