The intersection of health and premium

 

Comprehensive Brand articulation strategy, Design Direction, Research and evAluation

 

SITUATION

When people walk into Williams-Sanoma or Sur La Table, they were having a premium experience. When they're looking for a blender a $350-$700 option is looking right back at them, and unless this is their 3rd time laying their eyes on such a prized possession, the next step in their journey is vitamix.com where their experience swiftly shifted from premium and confident to a desperate hail-mary of as much information could be crammed above the fold. The learning and purchasing activities were overcomplicated, and as result users bailed. This was not lost on executives and they embarked on a journey to clean their digital house.

A user's ability to learn and purchase was complicated and unclear.

I saw an opportunity to challenge pitch against Vitamix's AOR and settled in at my desk at 7 am on a bright Monday morning emerging only after 36 hours on Tuesday night (I'll sleep when I'm dead)to present to the COO, then our CEO Wednesday morning. The pitch was accepted and the rest of the week was spent planning and organizing internal and external key players.

HYPOTHESIS

Reduce sales cycle and increase sales on our digital properties

  • Map clear and deliberate paths to learning and purchase

  • Position Vitamix as a premium health brand

  • Clean up and streamline digital properties

REsults

  • Doubled eCommerce revenue

  • 35% overall traffic YOY

  • 30.3% increase in unique daily traffic

  • 56.8% increase in daily average visitors.

 

Honest. Confident. Bold.

The clean and confident approach taken with product photography was the first notion of the Premium = Artisan + Natural + Fresh = Health equation. People generally found it difficult to understand the several hundred dollar price range of our packages. I set out to present the product as confidently and clearly as possible by adding hierarchy to primary and secondary items. A happy side benefit is that it also afforded us efficiencies in production allowing us to easily update packages without the need to reshoot.