Ambrosia Food for Thought
Research | UX/UI Redesign | Branding
As part of a comprehensive redesign, my team and I revitalized the platform's branding and user interface, including a new logo and cohesive brand identity. By reimagining the user experience from the ground up, we delivered a modern, intuitive website that aligns with Ambrosia's mission to inspire confidence and promote holistic health.
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Duration
6 weeks
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Tools
Figma, Miro, Google Forms, Maze, & Zoom
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My Role
UX/UI Designer
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Problem Statement
How might we streamline the purchases of in-house-made products and supplements that treat the root cause of conditions and symptoms?
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Business Goals
Overcome advertising challenges to effectively reach and engage the target audience
Foster trust and loyalty by building lasting client relationships
Develop E-commerce store through her website
Target Audience
Individuals seeking holistic health solutions and alternative medicines to address the root causes of their health concerns. These are people who value personalized care, want noticeable results quickly, and prioritize trust and compassion in their health and wellness journey.
Define
We conducted an in-depth interview with our client to understand her background, brand identity, and entrepreneurial goals. This insight guided us in crafting a personalized brand strategy for Ambrosia.
Competitive Analysis
We did a competitive analysis to understand our niche and market. We also wanted an enhanced vision of what users appreciate regarding style, fonts, and visual designs.
Our website adds value because it allows you to easily see and shop for popular products & services that match your wellness preferences.
Nature’s Way
Consistent branding and UI across the board
There’s an opportunity to incorporate more real-life reviews and customers’ before/after photos
D Herbs
Easy-to-see tabs and minimal information repetition
Color accessibility-color blindness
Goli
Transparency about ingredients
Universal typography and bold call to action
Minimize information overload
Qualitative User Research
User Surveys/Interviews
Our screener survey and card sort gave us information about users' lifestyles and mental models so we could design and develop a wellness website solution to make targeted improvements.
Behavioral and attitudinal data were gathered about users by listening to their thoughts and feelings via Maze and Zoom.
The information we found from our survey and card sort allowed us to iterate on vocabulary, information hierarchy, and branding style.
Card Sort
The structure and organization of information on Ambrosia needed to be refined to make sense to the user. Simple card sorting activities helped to alleviate much of the complexity.
We learned from the card sort that some of the language and vocabulary weren’t clear for users to organize the content logically.
SITE MAP
A site map was used as a basis for the navigation structure around the information architecture. We thought about how users would move between sections and features of the website. Reorganizing the information in the navigation menu was the biggest challenge.
We checked in with our client to see which areas were high priority and which products were top sellers.
Brand Identity
Moodboard
We created a mood board before venturing off into the web design. This way we could embody the look and feel we believed our target audience would be most attracted to.
Adjectives: Free, Bold, Liberated, Herbal, Healthy
Logo Moodboard
The brand has 4 words in the title so we wanted to make it readable, more accessible, and to feel professional, yet cozy and healthy.
We learned the previous logo did not pass the color blindness test.
We opted to forgo the color palette and logo altogether to create a brand identity that represented elegant, holistic wellness and radiates a warm, welcoming look.
The final design represents the natural, clay, hand-made remedies provided by Ambrosia.
Readability is increased and the overall look is consistent and warm.
We wanted to introduce Ambrosia’s mission and vision to audiences in a crystal clear way that it’s a brand audiences can relate to
My Learnings
I thoroughly enjoy collaborating and connecting with our stakeholder and working alongside a full design team with copywriters and developers. I discovered that it’s necessary to lean on your team when you run into blockers or need clarity on moving forward. Weekly check-ins with our client helped manage our ambiguity where we were able to ask detailed questions on how to solve our design problems, especially when redesigning a brand from scratch.