Client Summary
Problem
Amidst their exponential growth and subsequent acquisition by Nestle, Vital Proteins encountered a critical oversight concerning their Direct-to-Consumer (DTC) site. Despite the brand's successful expansion, the e-commerce platform lagged behind, lacking essential conversion rate best practices, effective product communication, and a comprehensive portrayal of key elements such as unique selling points and benefits. Recognizing the urgency of rectifying these issues, I joined the team as a Senior CRO Designer to address the formidable challenges.
Solution
My tenure with Vital Proteins spanned an entire year, during which I played a pivotal role in orchestrating a comprehensive solution to revamp their DTC site. To gain a nuanced understanding of user behavior and preferences, I conducted User Interviews on platforms like usertesting.com, collecting valuable insights to pre-validate assumptions and hypotheses before implementation. Armed with these insights, I meticulously designed the entire store, integrating findings from user research, conversion rate best practices, and a targeted focus on enhancing the user journey. The result was a revitalized online storefront that not only aligned with the brand's expansive growth but also demonstrated a commitment to elevating user experience and conversion rates in tandem.
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a706423bfb2f75eeebdcc8_vital-proteins-case-study-dtc-garage-1.jpg)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a7064b778eb2135d7056d2_vital-proteins-case-study-dtc-garage-2.jpg)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a7066cd52460e884731e44_vital-proteins-case-study-dtc-garage-3.jpg)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a706a21764d3f8fecb7a9b_vital-proteins-case-study-dtc-garage-4.jpg)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a7054475a2a584ed06da45_vp-before-1.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a70555391619ed3b364227_vp-after-1.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a70548fd67588a95efd835_vp-before-2.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a705584248f2a39bc31993_vp-after-2.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a7054c627f727b14d2670c_vp-before-3.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a7055ba069a7880561a23c_vp-after-3.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a705504248f2a39bc315f8_vp-before-4.png)
![](https://assets-global.website-files.com/5fac3a0e6420725e89a6dbfa/65a7055f064440cfb5df487c_vp-after-4.png)