Strategic findability across the customer journey.
An audit-led redesign for a long-standing strategic partner — customer research and analytics shaped a mobile-first system that turned discoverability into subscriptions and conversion.
Magnesium Supplements category landing — specialized formulas hero, "New Innovations from Our Lab" launch module, a filterable product grid, related articles, a "Understanding Magnesium" knowledge layer, and a Magnesium FAQ that turns category education into category conversion.
A trusted brand whose richest asset — its information — wasn't reaching its mobile-first audience.
Nature Made is a resource customers rely on to make confident health decisions. But across a deep, complex catalog — with 70% of traffic on mobile — the depth of information that defined the brand was also the friction slowing the journey. Customers couldn't always find the right product, evaluate it at a glance, or move from question to purchase without effort.
Audit-led, customer-led, mobile-first.
As Nature Made's strategic creative partner, I started with a full audit across UX, UI, and content strategy. We mapped four distinct customer mental models — Uninformed, Repurchaser, Spear Fisher, and Informed — to the key decisions and friction points along their journey. Site analytics confirmed mobile as the dominant entry point, so every recommendation was designed mobile-first.
The deliverables were systemic: a revamped global navigation, a custom Product Finder that translated a customer's symptom into a shortlist of products, and a redesigned product card framework that put category and supplement-type iconography, milligrams, star ratings, and badges at a glance. A parallel content strategy refresh kept Nature Made's editorial library — the brand's defining asset — present, discoverable, and a seamless part of the journey.
User Types — four mental models (Uninformed, Repurchaser, Spear Fisher, Informed) mapped to the questions and concerns each carried into the journey. The framework drove every IA, navigation, and content decision.
What I led.
- UX, UI & Content AuditSet the strategic foundation by mapping the experience end-to-end against customer behavior and analytics data.
- Customer Research & User TypesBuilt a four-persona framework that grounded every downstream design decision in real customer needs and questions.
- Mobile-First Global NavigationRebuilt the IA and global nav around the 70% mobile audience, with clear category hierarchy and discoverable resources.
- Product FinderDesigned a bespoke "find your supplement" flow that translated a customer's symptom into a shortlist of products — turning indecision into selection.
- Product Card SystemA reusable card framework with category & supplement-type iconography, milligrams, star ratings, and badges — every product readable at a glance, across the catalog.
- Content Strategy RefreshKept Nature Made's editorial library — the brand's defining trust asset — surfaced and integrated, not buried.
Product Finder — a guided mobile flow that turns a question ("I can't fall asleep") into a curated shortlist. Redesigned product cards carry iconography, milligrams, ratings, and badges so the right choice is obvious at a glance.
Findability elevated the experience, the brand, and the bottom line.
- Better FindabilityThe Product Finder and redesigned cards made the right product visible to every type of customer — informed or uninformed.
- Elevated UX, Elevated BrandA modern, mobile-first experience that matched Nature Made's category leadership and reinforced its position as a trusted resource.
- Content Strategy & Editorial GuideA content audit followed by a redefined editorial guide for digital — the framework Nature Made's team uses to keep voice, hierarchy, and structure consistent as new content ships.
- Subscription GrowthClearer paths from discovery to purchase translated into measurable lift in Subscribe & Save adoption.
- Conversion LiftStrategic, evidence-based design pivots compounded into a stronger conversion rate across the funnel.
- Operational ScalabilityA reusable system that lets the brand launch new products and content with visual consistency.