Using the power of brand
Visual and UX/UI design
Art Direction
Interaction design
Web development
MaryRuth Organics
MaryRuth’s is an organic wellness company serving up holistic vitamins and supplements for every life-stage. With several projects and big goals, it was important to build a design and coding language. Turn around times for products were still not quick enough due to inaccuracies in coding from design.
So we made the conscience decision to essentially start from the ground up in regard to design and build processes, branding conceptualization, art direction, customer journey, photography, and email marketing.
Role
Digital Design Manager and Product Designer
Year
2021 - 2023
Introducing a branded experience
Starting from the ground up. Although MaryRuth’s has a fully evolved packaging design, the brand book that was currently in use was inherently useless for ecomm, as almost none of the elements from the brand book translated to ecomm, both visually and legally.
However MaryRuth’s absolutely has a few concepts when it comes to design.
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Gingham print is everything
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Inspired by the 4th of July
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Blog meets sales-focused; ie. hyper verbose, very informative
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#luxurywellness
The biggest challenges in our rebranding efforts were to stay true to the MaryRuth’s brand ethos while modernizing and creating a user-centric, ada-compliant ecomm presence, and make the ecomm brand identity and user experience match the luxury price point of the products.
During the build of this project, I also ensured setting up a design library for building consumer-facing, branded pages, external landing pages, and full sites.
Understanding the Opportunity
Why?
To better align with the way people shop online today. We aimed to simplify and refine the user experience, convey our authenticity through modern, clean photography, and establish a unified visual appearance to strengthen our brand identity.
Who?
Our loyal client base and also new customers who like to order online. It also stood as a solid value proposition for those new to the brand.
Creating a cohesive new look
The redesign was developed in a component-first way, purposefully creating a multitude of components that can now be used independently and modularly throughout the website. This will allow us to update other pages to create a cohesive, beautiful, and effortless user journey.
Confirmation through Data
Boosted KPI’s! Creating a cohesive e-commerce brand identity has not only bolstered the MaryRuth’s brand recognition but also reinforced a sense of stability and thus garnering a deeper loyalty from our customers.
By building out the brand identity in conjunction with optimizing the user flow and enhancing the overall shopping experience, we've seen remarkable improvements across all key performance indicators (KPIs). Our conversion rates have soared, bounce rates have plummeted, and customer retention has reached new heights, affirming the profound impact of a thoughtfully designed online presence on our business's success.
Website YTD data as of 9.2023
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AOV increased by 16%
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Total Orders YoY increased by 55%
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Conversion rate increased by 110%
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Bounce rate dropped by 43%
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Organic google search clicks increased by 286%
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Transactions increased by 209%
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6.9M new users, an increase of 133%
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10,245,144 sessions YTD, an increase of 121%
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1.3M returning visitors YTD , an increase of 110%
Website YoY data:
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Sessions increased by 111%
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Sales increased by 62%
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Total Orders increased by 68%
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Subscriptions increased by 139%
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In-App usage increased by 160%
