Digital designer based in New York City with a passion for information design, presentation, and accessibility. Formerly Lead UI/UX Designer at an eCommerce marketing agency.
Soylent
Ongoing improvements to user experience & brand identity, refining an emphasis on science-backed nutrition.
RoleLead UI/UX Designer
Years2021-23
Project TypeWeb, UI/UX, CRO
Overview
Soylent is a forward-thinking meal replacement brand dedicated to making science-backed, sustainable nutrition accessible to everyone. Their product lines include ready-to-drink meals and powder complete protein, sold in-store and online. The numerous health benefits of Soylent products attract a diverse range of consumers interested in health, nutrition, fitness, and weight management.
Throughout an ongoing client relationship with Soylent, iterative improvements to their website design were made over the years based on marketing needs and branding redirection. Their eCommerce experience was built on Shopify but required custom design elements, updated modules, and new features to enhance the user experience. Conversion rate optimization audits were performed using GA4 and HotJar to find opportunities for improvement throughout the site, informed by user behavior.
Challenges
- Branding Redirection: Over the years, Soylent’s brand focus shifted more towards emphasizing the science-backed complete nutrition in their products, highlighting their health benefits.
- New Product Launches: As the brand grew, new product lines were introduced to their eCommerce space, such as Squared snack bars and Complete Protein Powder. The website required adjustments to accommodate these additional product launches.
- Engagement and Retention: In addition to their standard marketing channels, Soylent aimed to enhance their eCommerce presence with new strategies to boost customer retention and brand loyalty.
Solutions
- Upgraded Core Website Pages: The homepage, product pages, and other content pages updated with new modules that focus on the science-backed health benefits of Soylent, providing opportunities to learn more about them.
- Navigation Structure Built For Growth: The implementation of a future-focused navigation structure allows for additional product categories to be seamlessly added while maintaining engaging branded visuals.
- Implementation of Retention-focused Apps: Engaging Shopify apps were integrated into the store and customized to fit the brand. This included features such as product quizzes, subscription gifting, and a rewards program.
Navigation
Upgraded navigation design to accommodate new product line launches and ongoing content updates.
Homepage Modules
Introduced health and science-focused modules throughout the site, especially the homepage, to emphasize science-backed complete nutrition.
Motion Design
Implemented interactive homepage motion design showcasing the launch of an updated science-focused brand identity.
Optimized Product Pages
Iterative product description page enhancements to optimize conversion rates and implement science-focused modules that emphasize the brand’s values and nutritional benefits of the products.
Loyalty Program
Implementation of Soylent Rewards Program, leveraging custom design and integration of LoyaltyLion to enhance customer retention.
Conclusion
Overall, the ongoing redesign of Soylent’s website successfully addressed key challenges and met the client’s strategic requests. These site updates resulted in an improved user experience, optimized conversion rates, and strengthened brand identity by focusing on science-backed complete nutrition. The iterative improvements to the core of the website have better positioned Soylent to meet their customers' needs and allow users to access the nutrition-focused content throughout the site seamlessly. Soylent’s website is now well-positioned to support future product launches, target new demographics, and provide accessible health information to all users. Personally, I love Soylent as a quick workday lunch or a pre-volleyball pick-me-up.