The global product team (UX, Product, Dev) was tasked with the complete overhaul of the Metagenics ecommerce website.
With a new 'digital first' approach coming from senior leadership, we created a best in class user experience highlighting Metagenics practitioner grade supplements.
Early data is pointing to 17% less cart drop offs and abandoned carts. A 3% increase in conversion rate and a 35% increase in time on site.
Metagenics has 3 different user types. Consumer, Client and Professional.
In addition to the ecommerce website, we designed and built a Professional Portal, where practitioners can order products, add clients, send recommendations.
Client Details
Practitioner sends recommendation
Professional Recommendations
The goal was to allow Metagenics professionals to add and send recommendations to their clients within the system. We designed an MVP flow that accomplished this through using different 'order types' after a user has built a cart.
Checkout Flow
We also created a streamlined checkout flow that enhanced usability and decreased friction. Extensive user testing went into all of the new workflows and drove every decision we ultimately made.
Compare Now Tool
This is a fast follow feature that we couldn't get into the launch of the website. Metagenics products are sometimes complicated so the team thought a feature to help them choose up to three products and then compare them would be very helpful to the user and increase coversion.
Conclusion
The GECOM (Global E-commerce) project is still ongoing, but the launch was very successful. It was a wholesale change of a 50 million+ annual revenue website, so it was intense, but very rewarding to see 18 month project finally come to life. Early data is pointing to a 17% less cart drop offs and abandoned carts. Also a 3-5% increase in conversion rate so far. We are in fast follow iteration mode now, releasing new features that didn't make it into launch.
