WEBSITE
Redesign of website. A big task for myself and my team was to update the Vitabiotics website to one with a more modern look, and a fresh tone of voice. I started by compiling a list of personas that use Vitabiotics products, and used this to drive every decision from a 'user-first' perspective, putting the needs of the consumer first. The biggest challenge was accommodating over 160 products making up 25 unique brands into a single platform. There was a huge about of information to filter for each page. Vitabiotics products are used by men and women at any stage of life, from birth to over 70 years of age.

Once mocks were signed off, my team and I used Shopify and accompanying apps (including Shogun) to build the site. This was then extensively QA'ed and migrated to replace the old site before being pushed live.

Website : Homepage redesign mocks (click here)

Website : Brand Landing Page redesign mocks (click here)

Website : Product page mocks (click here)

Website : Collection page mocks (click here)

Website : Blog page mocks (click here)

Website : Account page mocks (click here)

Website : About Us / Charity / Shipping / Contact Us / Other page mocks (click here)

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DIGITAL BRAND GUIDELINES 
Once mocks were approved, I produced a set of digital brand guidelines, which are continually being updated as the site gets tweaked and improved.

See the Digital Brand Guidelines here

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CONVERSION RATE OPTIMISATION TESTING 
The launch of the new website gave us an opportunity to make use of the huge amount of data at our disposal in order to increase revenue and have a stronger customer experience. One example was that we noticed a drop off rate at the basket section of the purchasing process and sought to address this. We also saw that 50% of our orders were international and 50% were national (UK based), but 75% of the traffic on the site was from the UK, and 25% of the traffic was international. In January 2020, we decided to run tests on this section, by having 10% of all users see an updated basket section, which included more information, including shipping and offers. Changes made based on the results of this test.

CRO Testing : Basket update page mocks (click here)

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WEBSITE DESIGN UPDATES 
Following on from the launch of the new website, we wanted to use data from CRO testing, as well wanting to always improve the website regularly anyway (from an aesthetic point of view), I was tasked with updating the Pregnacare Brand Landing Page, and the Perfectil Hair Crush Product Page.

Pregnacare Brand Landing Page : Aim to have easily digestable information clearly laid out. Highlighting how Pregnacare is for every stage of pregnancy (before, during and after), and which products help at each stage.

Pregnacare Brand Landing Page mocks (click here)

Perfectil Hair Crush Product Page : This is a product marketed towards a younger demographic of women. Tasked with designing a bespoke product page for this audience.

Perfectil Hair Crush Product Page mocks (click here)

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ADMEDIA : BLACK FRIDAY 2019 
A very aggressive strategy for Black Friday 2019, with Facebook and Instagram paid media ads, suite of programmatic ads on desktop and mobile running on Black Friday itself, Black Friday Weekend and Cyber Monday and email newsletters sent out in successive days over Black Friday. The campaign was a huge success, leading to 120% more revenue than Black Friday 2018.

Click here to see Black Friday 2019 design styles created before the final design, as well as admedia, email newsletter and paid social designs.

Black Friday 2019 animated 300x250 banner (download the zip, and open the .html file with your browser)

Black Friday 2019 animated 300x600 banner (download the zip, and open the .html file with your browser)

Black Friday 2019 animated 970x250 banner (download the zip, and open the .html file with your browser)

Instagram Story : Black Friday 2019 coming soon (click here)

Instagram Story : Black Friday 2019 (click here)

Instagram Story : Black Friday Weekend 2019 (click here)

Instagram Story : Cyber Monday 2019 (click here)

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EMAIL NEWSLETTERS 
Produced a creative content calendar, used to send out email newsletters (and at times admedia) at particular times, especially seasonal. This kept the brand current and promoted its vast range of products when relevant, rather than it being random. Emails were also redesigned, to mirror the style and tone of voice of the new website, which helped hugely in creating eye-catching and engaging content. Email database segmentation allowed my team and I to send personalised bespoke emails at targeted audiences multiple times a week. Average open rate of emails in 2020 is 17% (as of March 2020), from 3% during June 2019 to November 2019, before segmentation.

Click here to see email newsletters sent out to the database, as well as hygiene email newsletters, sent out to people that create an account with Vitabiotics and/or sign up to the mailing list.

Click here to see the Xmas Card sent out internally and to our database for 2019.

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SOCIAL MEDIA CONTENT 
Produced content for social media, including animations for Instagram grid posts and stories, as well as photography for competition giveaways.

Click here to see social media statics and photography use across Pregnacare, Perfectil and Vitabiotics Instagram and Facebook accounts.

Virgin Gyms : Click here to see video to promote Wellman and Wellwoman energy drinks, used on drinks vending machines in Virgin Gyms.

Pregnacare Instagram Grid Post : Click here to see Pregnacare New Mum competition giveaway animated post.

Perfectil Instagram Story : Click here to see the Perfectil Challenge post, promoting skin, hair and nails products.

Perfectil IG Story : 12 days of Xmas giveaway. On each of the 12 days in the run up to Xmas Day 2019, products were given away to users. Each day a different animated story was posted to promote this.

Click here to see day 8 of the Perfectil Xmas giveaway

Vitabiotics IG Story : 12 days of Xmas giveaway. On each of the 12 days in the run up to Xmas Day 2019, products were given away to users. Each day a different animated story was posted to promote this.

Click here to see day 9 of the Vitabiotics Xmas giveaway

Pregnacare Instagram Grid Post: Click here to see the Pregnacare Gummies product launch animated post (highlighting the science of the product)

Perfectil Instagram Grid Post : Click here to Perfectil's New Year 'Goodbye 2019' post

Perfectil Instagram Grid Post : Click here to Perfectil's New Year 'Hello 2020' post

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