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Helping users to evaluate and find the right product when shopping online.

  • Vitafy

  • UX Designer, Researcher, UI, project lead.

  • 2016-2017

Vitafy is an e-commerce store that offers a huge range of fitness and nutrition products. Due to the fast growth of the business, the brand had the chance to reshape its vision and incorporate new features and services that would help users to find the perfect product for their healthy lifestyle.

The challenge was to identify what were the main pain points of the users when shopping online and transform those findings into opportunities. We wanted to know:

→ How can we help users to find the right product within the huge vast catalogue?

→ How might we define and implement a strategic roadmap that will tackle the important features we need to work on?

(Due to the company’s confidentiality, some of the following designs or information has been purposely modified or omitted.)
Cover from Vitafy's website
Vitafy's homepage

Research & Discovery

At the start of each project, I make sure I gather as much amount of data as possible in order to have a holistic view about how the users interact with a specific product or service. In this case, I decided to build a customer journey map based on a collection of different insights:

Quantitative data: I had the privilege to work with two amazing product managers who shared their knowledge of analytics & tracking methods. Together we gathered some valuable data such who were our users, where did they come from, main tasks on the site, etc.

Qualitative data: Over this time working in Vitafy I conducted +10 usability studies involving in-house and remote usability testings, context interviews, card sorting, etc. I was in touch with both existing and new potential customers.

Building the journey

All this research gave us a decent picture of how our customers behave when shopping at Vitafy and allowed us to create clusters of opportunities.

We also created a set of personas and build a journey for each of them. This exercise is fundamental to construct a narrative of what our users might do when using our product, instead of doing any guesses and jumping right to design.

Customer Journey graphic

Prioritisation & Roadmap

Once all the data was gathered, we had to interpret it — and that's not an easy task. In my experience, the best way to avoid being biased is by inviting other people and collaborate together to analyze and make sense of all the insights.

We met with all the team and mapped all the insights into the wall, identifying the different touch-points and grouping them into areas of improvement.

From each area, we listed a set of features that needed to be tackled and prioritize them based on user needs, technical constraints and business impact. Out of this matrix, we created a UX Roadmap that would lead the way of what we needed to work on.

The process of creating a prioritization matrix brings together a collaborative group to use its expertise for making an informed decision.

Customer Journey graphic
Matrix of priorities


From here, each designer would take the lead in one of the features prioritized and apply its own design process to find a solution and solve it. Over the next weeks I will gather some of these features and turn them into case studies.