Creating A Value Proposition

The engagement with Vitamix included a lot of page and content redesigns as the commercial blender site and the consumer site merged into one. One area of focus was the "Why Vitamix" value proposition pages.

Problem

The same content exists on both the For Professionals and For Home site and doesn't do an efficient job of highlighting the similarities between the full suite of Vitamix machines.

Hypothesis

If we create a more robust, single area for Why Vitamix and include content for both Professionals and home users on pages where possible, we will reduce the amount of duplicated content on the site and make it easier for customers to obtain information on products before they make a purchase decision.

Results

Combining content allowed us to create a much stronger value proposition for both the commercial customer and the home consumer. Where necessary, additional business-specific features and benefits were contained on separate pages.

Roles and Involvement

Throughout this project, I was responsible for collecting qualitative and quantitative data through user research and unmoderated testing methods. Card sort tests helped determine how content could best be grouped and arranged. Evaluating the levels of traffic to the original content pages on the two separate sites also helped to prioritize which content needed to be most accessible and prominent on the page.

As this portion of the client engagement had dependencies on other aspects such as a full navigation redesign, and product listing page and product detail page redesigns, I was able to utilize a lot of that additional research to better inform direction for "Why Vitamix."

I initially created low-fidelity wireframes to block content for the pages and determine which visual assets would be needed to support the content. I interfaced with developers throughout the process to ensure that proposed designs were viable. Mobile content was considered first with desktop designs adding additional functionality to enhance the experience were appropriate. More than eight iterations of wireframes and low-fidelity visual design were completed and reviewed to refine layout and interactions.

Once all content placement and asset selection was approved by the client, I applied some existing and new visual design elements to flesh out the pages. High fidelity prototypes were created to validate usability and interaction functionality through moderated remote user testing which I conducted as well.