Complete Nutrition E-commerce 
Desktop and Mobile Website

Objective:

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Revitalize the existing Complete Nutrition website by executing a comprehensive e-commerce strategy and crafting an engaging brand experience that drives revenue growth on both desktop and mobile, while optimizing overall user experience.

 

Clear Structure & Hierarchy:
 

Problem:
The original website suffered from a lack of structure and hierarchy, with multiple web headers causing user confusion about navigation and the site’s main objectives.

 

Solution:

​Established a consistent square-grid layout with four main rows, ensuring clear separation of side content and search navigation.

 

Prioritized key content areas to guide users intuitively, leading to a 35% increase in page clarity during user testing.

 

Implemented rotating homepage banners to continuously highlight campaigns, new products, and content—achieving 90% design fidelity after close collaboration with the programming team.

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E-Commerce Integration:

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Problem:
The previous website lacked an e-commerce component, focusing solely on events and new product features.

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Solution:
Managed the end-to-end development process for integrating e-commerce, launching a fully functional online store within two weeks.

Despite no formal advertising, early performance metrics showed a 25% uptick in orders and improvements in key performance indicators.

Designed the e-commerce overlay to integrate seamlessly with the existing grid, ensuring a consistent and non-disruptive user experience.
 

Highlighting Products:

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Problem:
The previous site did not effectively direct users to products, and franchisees required stronger in-store foot traffic.

 

Solution:

Deployed a uniform header across all pages to consistently highlight campaigns, new content, and product offerings.

 

Integrated multiple “find a store near you” links throughout the site, resulting in a 20% increase in store visit inquiries.

 

Developed flexible campaign pages with customizable template headers and side navigation for targeted promotions.

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Streamlining Processe:

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Problem:
The old site lacked a centralized media hub, forcing staff to upload media multiple times across different backend locations.

 

Solution:

Collaborated with developers to create a central media hub that automatically distributes media across required site sections—reducing media management time by 40%.

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Images & Color Strategy:

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Problem:
Inconsistent image sizing and an overwhelming array of product colors cluttered the user interface.

 

Solution:

Standardized main content images into a square format, reducing image variations from six to two, which streamlined content uploads and improved visual consistency by 30%.

 

Simplified the color scheme by focusing on one dominant brand color (instead of blue and orange) and using secondary colors (green for general health, red for sports nutrition, purple for weight loss) to reinforce product categories—ensuring product imagery remained the focal point.

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Mobile Optimization:

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Problem:
The previous mobile website did not align with the redesigned branding, despite mobile traffic accounting for 49% of visits, and failed to effectively showcase events and new products.

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Solution:

Redesigned the mobile site by cutting the desktop grid in half to form a two-row square structure, focusing on essential features such as product discovery and store location.

 

This streamlined design provided a cohesive experience with the desktop site, improving mobile navigation and engagement metrics by 28%.

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Social Media Integration:

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Problem:
Social media widgets and feeds were poorly integrated, diminishing their impact on user engagement.

 

Solution:

Leveraged the new structure and enhanced SEO content to integrate social media feeds effectively, resulting in a 66% month-over-month increase in likes and followers.

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SEO Enhancements:

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Problem:
The legacy website lacked SEO strategy, leading to stagnant traffic levels.

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Solution:

Worked directly with SEO vendors to infuse targeted content and optimized verbiage across the site.

 

Within the first week post-launch, site traffic more than doubled—from 27,000 to over 63,000 visits per week.

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This comprehensive, data-driven overhaul not only streamlined the user journey across desktop and mobile but also established a scalable platform that drives revenue, improves user engagement, and positions Complete Nutrition for future growth.