Industry
Women's Health
Year
2025
Client
Girl Gummy
Women's Health
Girl Gummy
Industry
Women's Health
Year
2025
Client
Girl Gummy
Girl Gummy: Women's Health Gummy E-commerce Platform
UX/UI Design Case Study
Project Overview
Client: Girl Gummy
Project Duration: 12 weeks
Role: Lead UX/UI Designer
Team: Product Manager, 2 Developers, Marketing Specialist
Challenge:
Design an e-commerce platform specifically for women's health gummy vitamins that builds trust, educates users, and simplifies the purchasing process while addressing unique concerns around women's wellness needs.
Solution:
A user-centered e-commerce platform that combines educational content, and streamlined purchasing with a focus on transparency.
Project Introduction
Embracing Focus Over Scale
Girl Gummy marked a pivotal moment in my design journey—my second UX/UI project where I made the intentional decision to go smaller in scope but deeper in quality. Rather than tackling another large-scale project, I chose to channel my energy into crafting something truly exceptional. This strategic shift allowed me to dive deeper into the nuances of user experience while honing my design instincts.
Initial Mindset & Excitement
The Junior Designer's Spark
As a junior designer, I was bursting with excitement and determination to create something genuinely impactful. My goal wasn't just to build another portfolio piece—I wanted to design an experience that was both visually stunning and intuitively user-friendly. This project became my playground for growth, where I could experiment, learn, and push my boundaries without the pressure of managing overwhelming complexity.
The Learning Curve
From Brand Designer to UX Designer Thinking
In my initial approach, I found myself slipping into brand designer mode—getting caught up in visual aesthetics and elaborate design elements. I was over-designing, creating beautiful but potentially overwhelming experiences. This was a crucial learning moment where I realized the fundamental difference between designing for visual impact versus designing for user experience.
The Pivot Moment
Scaling Back with Purpose
Recognizing my tendency to over-design, I made the conscious decision to step back and reassess. This wasn't about scrapping my work—it was about refining my approach. I began asking myself: "How can my design choices guide users to a positive emotional state?" This shift in thinking transformed my designs from decorative elements to functional tools that create user delight.
The Breakthrough
Discovering the 60-30-10 Rule
The lightbulb moment came when I remembered the 60-30-10 color rule—a fundamental design principle that creates visual hierarchy and balance. Suddenly, everything clicked into place. This wasn't just about color distribution; it was about understanding how design principles create intuitive user experiences. Applying this rule gave me the framework I needed to make confident design decisions.
Project Completion
Finishing with Confidence
Armed with this newfound understanding, I was able to complete Girl Gummy with genuine confidence in my design choices. The project became a testament to the power of stepping back, learning from missteps, and applying fundamental design principles. Most importantly, it marked my evolution from someone who designs things that look good to someone who designs experiences that feel good.
Research Phase
Market Analysis
Market Size: $4.2B women's supplement market growing at 8.1% annually
Key Competitors: Olly, SmartyPants, Ritual, Care/of
Market Gaps: Lack of personalized recommendations, insufficient educational content, complex subscription models
User Research Methods
User Interviews: 12 participants (ages 19-45)
Online Surveys: 24 responses
Competitor Analysis: 3 major platforms
A/B Testing: Prototype validation
User Personas
User Journey Mapping
Customer Journey: First-Time Purchase
User Stories
Epic: Product Discovery & Education
As a health-conscious woman, I want to understand which gummy vitamins are right for my specific needs so that I can make an informed purchase decision.
User Stories:
As Sarah, I want to take a personalized quiz so that I can receive tailored product recommendations
As Mariah, I want to see clear ingredient lists and safety information so that I know products are safe while breastfeeding
As Lil, I want to access scientific studies and certifications so that I can verify product efficacy
As a user, I want to read authentic reviews from women with similar needs so that I can trust the product will work for me
As a user, I want to understand the benefits of each ingredient so that I can choose products that align with my health goals
Epic: Seamless Purchase Experience
As a potential customer, I want a simple and trustworthy checkout process so that I can confidently purchase the right products for my needs.
User Stories:
As a user, I want flexible subscription options so that I can choose delivery frequency that works for my lifestyle
As Maria, I want guest checkout options so that I can purchase quickly during limited free time
As a user, I want transparent pricing with no hidden fees so that I can budget appropriately
As a user, I want multiple secure payment options so that I can pay using my preferred method
As Jennifer, I want to easily modify my subscription so that I can adjust products as my needs change
Epic: Ongoing Support & Community
As a customer, I want ongoing support and community connection so that I can maintain my wellness routine and feel supported in my health journey.
User Stories:
As a user, I want progress tracking tools so that I can monitor how the supplements are affecting my wellness
As Sarah, I want educational content and tips so that I can maximize the benefits of my supplements
As a user, I want to connect with other women on similar health journeys so that I feel supported and motivated
As a user, I want responsive customer support so that I can get help when I have questions or issues
As Maria, I want reminder features so that I don't forget to take my daily gummies
Affinity Mapping Results
Key Themes from User Research
Theme 1: Trust & Transparency
Need for third-party testing information
Desire for clear ingredient sourcing
Importance of certifications and approvals
Want to see manufacturing processes
Theme 2: Personalization
Overwhelming number of supplement options
Need for tailored recommendations
Different life stages require different support
One-size-fits-all doesn't work
Theme 3: Education & Information
Want to understand benefits of each ingredient
Need scientific backing for health claims
Desire for clear usage instructions
Want to learn about supplement interactions
Theme 4: Convenience & Routine
Gummy format preferred over pills
Need reminders to maintain consistency
Subscription model appealing for routine
Easy reordering important
Theme 5: Community & Support
Want to connect with other women
Value shared experiences and testimonials
Need ongoing motivation and encouragement
Appreciate expert guidance
Wireframes & Prototyping
Mobile First Design Strategy
Mobile Design
Laptop Design
Key Design Decisions
Homepage Design:
Hero section with personalized quiz CTA
Social proof through customer testimonials
Clear product category navigation
Product Pages:
Detailed ingredient breakdowns with benefits
Customer reviews with filtering options
Flexible subscription vs. one-time purchase
Quiz Experience:
Progressive disclosure to avoid overwhelm
Visual progress indicators
Friendly, conversational tone
Results with explanation of recommendations
Checkout Process:
Guest checkout option for first-time buyers
Clear subscription terms and pricing
Multiple payment methods
Shipping options with clear timelines
Tablet Design
Visual Design System
Color Palette
Primary: Vivid Pink (#E93682) - Different, New, Fun
Secondary: Pastel Crimson (#EC8BA4) - Feminine, approachable, energetic
Accent: Dark Neon Pink (#5B0D4C) - Luxury, Premium
Neutral: White (#FFFFFF) - Clean, minimal, premium feel
Text: Black (#000000) - Readable, professional
Typography
Headings: Shrikhand (Modern, fun, approachable)
Body Text: Poppins (Highly readable, clean, professional)
Accent: Amsterdam Two (Feminine touch for testimonials)
Component Library
Buttons with rounded edges for soft inviting touch
Card designs for clean modern approach
Badge system for certifications and benefits
Modal designs for detailed product information
Usability Testing Results
Testing Methods
Moderated Remote Testing: 12 participants
Unmoderated Testing: 24 participants via User Testing
A/B Testing: Homepage hero section, checkout flow
Key Findings
Success Metrics:
94% task completion rate for finding and purchasing products
Average time on task: 3.2 minutes (target: <5 minutes)
79% of users found the quiz helpful for product selection
4.7/5 average satisfaction score
Areas for Improvement:
Subscription terms needed clearer explanation (addressed in final design)
Some users wanted more detailed ingredient information
Mobile checkout flow needed optimization
Search functionality could be enhanced
Iterations Made
Clarified Subscription Model: Added detailed FAQ section
Improved Mobile Experience: Simplified checkout steps and optimized form fields
Technical Considerations
Performance Requirements
Page load time: <3 seconds
Mobile responsiveness across all devices
SEO optimization for health-related keywords
Integration Needs
E-commerce platform (Shopify Plus)
Customer review system (Yotpo)
Email marketing (Klaviyo)
Analytics and heat mapping (Google Analytics, Hotjar)
Customer support chat (Zendesk)
Results & Impact
Disclaimer
Please note: The quantitative data, metrics, and performance results presented in the "Results & Impact" section of this case study are hypothetical and have been created for demonstration purposes only. These figures are not based on actual project outcomes but have been developed to showcase a complete case study framework and demonstrate how real-world results would be measured and presented.
This approach allows for a comprehensive illustration of project management methodologies, success measurement techniques, and impact assessment strategies that would be applied in an actual project scenario.
Business Metrics (6 months post-launch)
Conversion Rate: 3.2% (industry average: 2.1%)
Average Order Value: $47 (20% increase from previous site)
Customer Acquisition Cost: 25% reduction
Subscription Rate: 68% of customers chose subscription
Customer Lifetime Value: $312 (40% increase)
User Experience Metrics
Net Promoter Score: 67 (considered excellent)
Customer Satisfaction: 4.7/5 average rating
Support Ticket Reduction: 35% fewer inquiries
Mobile Conversion: 2.8% (significant improvement from 1.2%)
Key Success Factors
Personalized Experience: Quiz-driven recommendations increased relevance
Trust Building: Transparent ingredient information and certifications
Simplified Decision Making: Clear product categorization and comparisons
Community Focus: Reviews and testimonials built social proof
Mobile Optimization: Responsive design improved accessibility
Lessons Learned
What Worked Well
User-Centered Approach: Extensive research led to targeted solutions
Iterative Design: Regular testing and refinement improved outcomes
Focus on Trust: Transparency and education were key differentiators
Areas for Future Improvement
Personalization Engine: AI-driven recommendations based on user behavior
Expanded Content: More educational resources and expert consultations
Add customer testimony and reviews
Scalability Considerations
Design system needs expansion for new product categories
International expansion requires localization considerations
B2B features for healthcare provider partnerships
Next Steps & Recommendations
Phase 2 Development Priorities
Enhanced Personalization: Machine learning recommendations
Community Platform: User forums and expert Q&A
Subscription Optimization: Flexible pause/resume options
Educational Content: Video tutorials and
Long-term Vision
Position Girl Gummy as the premier destination for women's supplement education and purchasing
Expand into related wellness categories
Build strategic partnerships with healthcare providers
Develop proprietary health tracking and recommendation algorithms
Appendix
Research Documentation
User interview transcripts
Survey results and analysis
Competitive analysis detailed findings
Card sorting results
Usability testing videos and notes
Design Assets
Complete design system documentation
Figma prototype links
Asset library and style guide
Developer handoff specifications
Brand guidelines integration
