Eolias Health
Laying the foundations for increased customer satisfaction and business growth through a comprehensive UI/UX website audit.
This is a freelance project carried out during the summer of 2024
Role: UI/UX Design Consultant
Other contributors: Founder and marketing team at Eolias Health
Tools: Figma
Outcomes: Delivered a detailed breakdown of areas for improvement, actionable recommendations and multiple variants of homepage design to showcase possible solutions
Results highlight: Influenced the marketing strategy through web design, laying the foundations for increased customer satisfaction and business growth
Eolias Health at glance
Products
Supplements to improve immunity, mobility, cardiovascular health, sleep and general well-being.
Market & primary audience
Brazil is the primary market. The customer base is mainly women in the 40+ age range.
Marketing
The vast majority of customers land on the online store through Instagram where Eolias conduct most of their marketing.
Key challenges & opportunities
- Standing out in a crowded supplements market.
- Offering a specific product line of high quality.
During the first call with the client, I invested time in understanding Eolias’ business - their products, the marketing strategy, the challenges and opportunities.
I took note of key data from their analytics, which gave me an overview of their website traffic, including the most visited pages and traffic sources. I also identified their most sold products and main customer demographics.
Areas for improvement
The sections below show an extract of the UI/UX audit that provided a detailed breakdown of areas for improvement along with recommendations and visual examples from other websites.
The full exercise looked at each aspect of Eolias’ web design and user experience including navigation, information architecture, art direction and the checkout user journey.
USER PERSONA
Target audience
While there is a general understanding of the target audience, Eolias needs to gain a deeper understanding of it to build specific user personas so they can craft a more tailored marketing message and user experience. The recommendation is to invest in learning more about their customers through interviews, surveys and Instagram interactions. This will be reflected in their website copy, design, imagery and social media content.
WEBSITE MENU
Mobile navigation (1)
There’s a menu at the top and one at the bottom. The one at the bottom has different elements such as the search function. It would be worth trying a ‘sticky menu’ that stays in place as users scroll up and down the screen. The search functionality can be added at the top, or as a floating icon.
Page titles (2)
Looking at the pages in the menu, it would be worth exploring different, more engaging page titles.
- Could ‘our products’ be ‘shop’ or ‘best sellers’?
- Could ‘our combo’ be more specific and compelling?
- Could there be a page about customer stories?
- Could there be a page about the science behind the products to enhance their value?
- Aisa by Eolias is a different brand and product line - should it be on this menu?
A contact page is missing.
Examples from other websites
FOOTER
Newsletter opt-in (1)
The newsletter opt-in is not visible and doesn’t tell customers what they’ll get from signing up. The recommendation here is to create a more enticing message to invite them to subscribe, perhaps with some additional incentive. It could also be a catchy pop-up.
Display of payment methods (2)
Icons about secure payments and privacy are great and they could be highlighted more. It would be valuable for customers to see logos of the payment methods that are accepted on the site.
Examples from other websites
HOME PAGE
Hero (1)
The hero is filled with information, imagery and buttons. As users tend to lose interest while they scroll down, this is an important piece of real estate on the site.
The recommendation is to keep the focus on 3 things:
- relevant high-quality imagery or delightful background
- succinct sale copy
- a clear call to action
Display of products (2)
The four products displayed are the ones most visited.
The recommendation is to enhance this section with:
- more enticing product imagery
- adding a line of description and/or product category
- titling the section ‘best sellers’
- highlighting info about promotions and free shipment
Paragraphs (3)
The paragraphs section feels like it could be a page in itself. Could this be simplified so it doesn't become distracting or overwhelming?
Something missing is ‘social proof’, which usually plays a pivotal role in customers making a purchase decision.
Examples from other websites
PRODUCT PAGE
Product call to action (1)
The product display with individual vs 3 and 6-unit packages could be better laid out and provide essential information early on.
For example:
- they could be displayed one next to the other as option 1) individual pack, 2) pack of 3 units, 3) pack of 6 units, each showcasing labels such as ‘most popular’ or X% off
- the call to action could give customers the possibility of selecting both the quantity and the type of unit package
- adding accepted payment methods would give customers helpful information before proceeding to checkout
Customer reviews (2)
The customer reviews don't look like reviews unless you look closely. Quotation marks or review stars would help.
This section should be highlighted and positioned higher up on the product page.
Examples from other websites
KEY POINTS ON ART DIRECTION AND UI DESIGN
Imagery
The imagery, especially of the product line, can be improved for more impact. Poor-quality shots may cheapen the brand. Consistency in image styling is also highly recommended.
Colours
The same colour is used for different things in different places. Distinguishing colour for backgrounds vs colour for buttons and copy will create clarity and consistency.
Typography
Typography is used in a mixed manner where it’s not always clear what font is assigned to headings vs body copy. Very small text and/or text that stretches along the page width should be avoided to ensure good legibility.
Calls to action
There are buttons of different shapes, colours and fonts. Creating a consistent button style is essential for an intuitive user experience so that customers know where they can take action at any point in their journey.
Concepts to inspire the way forward
I’ve designed 4 variants of the home page to showcase possible design directions. For these concepts, I’ve taken into account the key findings from the UI/UX audit and especially focused on elements that will enhance the customer experience and brand positioning such as:
- a more compelling display of the product line
- a better hierarchy of content avoiding information overload
- visible and consistent calls to action
