Making the impossible, possible.

Danone Nutricia

 

Karinourish: Gentle Matters

“To drive parents to our website and enable conversion to Karicare, by decomplicating nutritional decisions” - Karicare Brand Positioning

 
 

what do we know about our user behaviour?

  1. Returning users equate to only 2% of visits - the assumption is customers visit for product information rather than accessing content 

  2. Mobile devices account for 67% of user traffic to the Karinourish website

  3. Goat milk formula appears 4 times in the top 10 product pages viewed

  4. Users predominately navigate to a specific product page and dwell on that page the longest. 

  5. News and “Breast is Best” pages make up 0.3% & 0.4% respectively of total pageviews.

USER FLOW THROUGH EXISTING WEBSITE

Designing ia to meet user needs

  1. The IA will be highly optimised for mobile friendly use.

  2. ‘Products’ vs ‘Age ranges’ as nav items will be tested in the IA.

  3. Goats milk will be featured on the Homepage as it is popular content. 

  4. Advice content will become “resources” and restructured to maintain consistency with Danone ecosystem.

  5. ‘Breast is best’ will live on the resource page with a link in the footer appearing throughout the website. 

Proposed IA

how can we make karicare competitive & best in class?

mobile first wireframes to visualise functionality and user experience

Usability testing

To ensure our chosen navigation and homepage matches the needs of our customers and business stakeholders we tested two versions, housing three alternative variables. Key insights were collated and presented back to the client along with design recommendations based on user preference and functionality.

Navigation version 1 we tested:

- Two sticky’s for live chat and careline

- Age range product categories

- Resources as a topic category vs Advice

Homepage body version 2 we tested:

- Careline module

- Intro copy into content tiles vs resources

navigation Version 2 we tested:

- One sticky module item

- ‘Products’ as its own category

- Advice as a topic category vs Resources

Homepage body version 1 we tested:

- No Careline module

- Resources vs intro copy into content tiles

Welcome to my portfolio, follow my growth over the last decade from specialising in Product Design for Emerging Technologies to becoming an expert in Artificial Intelligence Research and Engineering.