Centrum wanted a brand new user experience while retaining customers and bringing in new ones to learn about the benefits of their multivitamins, as well as to learn which one would be the best for them.
Through UX analysis on their current website, competitive research and design iterations, we ended up with a new information architecture and design with a new search experience for customers that need some guidance on choosing the right product.
This is a responsive redesign of Centrum's website that I helped design when I was working for Mirum as a freelancer. I worked in the initial stages of the project on re-structuring the information architecture, creating new designs, and took the initiatve to conduct research for the "Products" browsing page and "Find Your Centrum" tool.
The "Products" browsing page was improved by prioritizing filters the best way for the user to narrow down results, as well as adding the "health considerations" filters as dietary restrictions that some products support. This way it narrows the results even further. Another aspect that changed based on some ad hoc usability testing, was that on the previous version of the website the user who was 50+ didn't bother selecting the "Centrum 50+" main category, and instead used the age filter. Filters that didn't support other selected filters were also not cancelling out which made the experience difficult especially for an older audience. We decided to remove any unncessary additional filters that weren't the focus on the catalogue page to make the findability more seamless.
I used the insights that were conducted on the "Products" browsing page for the new "Find Your Centrum" tool. The logic of ordering the flow from age range, gender, health considerations, and health benefits resulted in a much narrow search for a user who needs assistance in finding the "right" product for them or their loved ones.
Along the way, I did a few revisions on a few key landing pages near the end of the project as well as writing the functional specifications for the developers. The redesign was deployed with some changes over the years.
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