is a Chinese e-commerce startup that imports vitamins and health products from the U.S. Lemonbocombines big data and US registered dietitians, to offer personal, nutritional, and living-well advice to customers. It provides personalized daily vitamin packs made in the U.S. and shipped to customers within 7-10 days, based on a monthly subscription model. The app that is available through t he WeChat platform allows the customer to take a 5 minute dietary survey designed by their Nutrition Scienific Committe headed by Dr. Hang Xu.

15-Minutes Reading (Whole Design Version)
You can click here to see the breif research version

Our Goal

Understanding customers’ sharing motivation.

Arousing customers’ sharing desire.

Promoting customers’ sharing experience.

Stimulating new customers’ open desire.

Discovery -- Hashtag

We went through all the comments on the Weibo, Xiaohongshu and inside the mini-program, we concluded some high-frequency hashtags.

#stupidtax

Most of customers think it’s paying the studpidtax to bought Lemonbox products.

#healthwellness

Most of customers think buying the nutrition is to prevent their health.

#stayup

Most of customers think eating the nutrition can offset the negative impact of stay up late.

#senseofritual

#lowcostperference

Customers think the brand spent more money on packing not the product itself.

Desktop Research

We have researched about twenty nutrition brands and especially the brand which included some kinds of self-tests.

Rootine

Baze

Ritual

Care/Of

Persona

Hims/Hers

-- More intuitive performance diagrams
-- Mass-produced supplements aren't for everyone
-- Life-styled quiz, support more additional scientific tests like DNA tests

-- Take a blood test at home
-- Track their nutrition levels and changes through the app
-- More convincing according to the data

-- Offers different products based on gender and age
-- Family bundle
-- Detailed product information and supply chain
-- No need to pass the test

-- Specialty supplements can be added to your subscription
-- High-quality natural ingredients and independent testing
-- Additional cost of add-ons can add up quickly

-- Questionnaires, includes dietary habits and disease surveys
-- List all of detailed medications
-- Doctor team, bringing a professional and friendly brand image to the user

-- Gummy vitamins rather than the pills
-- Well targeted to men and women separately
-- Not only for body care but also mental care

We also researched about what make people sharing the contents actively, and we got some inspirations like funnyposters, interesting charts, punch-in game and so on...

Personal One

Nnomi

Netease Music

Personality Test

Keep

Ads in Subway

-- Before vs After comparison
-- Spider chart
-- Urine test to personalize the supplement
-- Fellow-up every three months

-- NO obvious call to action button
-- Coupon reward is confusing
-- Selling point is professional and valuable
-- From Japan

-- Have several options to choose, lyric card, cover card...
-- Invite your friend to listen together

-- Users have really high sharing rate to share these report
-- Very interesting
-- Big key word
-- Like exam paper

-- Gamification
-- A proof for keeping fit
-- Show off to other friends

-- Very funny
-- Be photoed and shared with friends
-- Your friend might be resonant of the ads

The next thing is that we have done the simple user portrait to mark our target users, including their behaviors, common characteristic, and possible motivation to buy the personalized nutrition.

We conclude several pain points from different target group of potential customers, we must know their demands before thedesign

User Testing

I conducted usability testing with 3 users (totally 15 users), the age range is between 20-30 years old, 90% is female.

5 Second Testing: Know user’s first impression on this brand and specially the sharing pop-ups
Task-based Testing: Discover the difficulties or confusions during the whole operation process
Contextual Inquiry: Observe the user that how to do the nutrition questionnaire (any stop, pointing, head movement, gesture, smile or others in the process) and how their interaction with nutrition report
User Interview: Find out the motivation of people’s active sharing actions and the attitudes of buying the monthly subscription personalized daily vitamin packs

Synthesis

5 Second Testing

Quick Questions:

What do you remember in this five second?
What this brand for?
Is this ads pop-up bother you?

User Interview

General Questions:
-- Nutritional supplements‍

Do you take nutritional supplements/Why or why not?/ Have you heard of the types of vitamins/supplements you can order online by monthly subcription?
Have you ever bought nutritional supplements/Do you eat it? /Why you eat it/What channel/how to buy it?/ Will you buy the same brand repeatedly?

‍-- Sharing Channel‍

What kind of third-party content do you usually share to your We-chat moments or to your friends privately?
What platform do you share to?
Under what circumstances would you choose to share product-related or product-related content?

Task-based Testing

There’re three tasks totally:

Finish the report carefully ( about 5-10 minutes, the user didn’t need to share the screen)
Check the report results ( detailed report, not the buying page)
Share the report poster(if the user were unwilling to share, only find the share button is fine)

Contextual Inquiry

Observe the whole process while the user were doing the questionnaire:

User A swipe left to see more information but didn’t click “see detailed report” on the bottom( Perhaps she didn’t notice the button or she didn’t want to click it)
User B stopped on question number 5 for 30 seconds, and knitted his brows for a second ( Probably this question is not clear, user couldn’t get the meaning )
User C shook his hand when he clicked to the report poster page and backed to the former pageimmediately (Maybe the poster page is very boring and have no interests to share)

Each of our members came up with one option to redesign, and we have critiqued our works each other and only choose three of six options to continue designing for hi-fi solutions to our clients.

Option A: Friend PK

by Momo

Option B: Spider Chart

by Teresa

Option C: Body Image

by Qiana(me)

Option D: Track Bar

by Callie

We didn’t choose “Track Bar” option because there are too many intuitive performance diagrams and these will bring the customer to feel professional data from a medical team. Actually it is a life-style quiz, and it didn’t mean the credential from doctors. If the customer find out it maybe deviated from their assumption, he will lose the trust to this brand and we cannot take this risk.

Option E: Assigned Planet

by Kyra

We didn’t choose “Assigned Planet” option because putting the supplement in a more prior position can help customer to find and buy the products more direct but it is too snobbish and annoying for some customers. Here, the Lemonbox is willing to provide something free to the first-time customers for gaining the brand trust. Maybe the last one is the good idea to assign each user a planet, but it takes too many costs to finish the ux script and maintain the planet society.

Option F: Interesting Poster

by Emma

We didn’t choose “Interesting Poster” option because completely getting rid of quiz report and only remain the fun report also deviate from Lemonbox branding goal. The customer will remember the game clearance, scrabble game, or word puzzle. But they weren’t remember why they need to choose what kind of supplements to improve their body condition. It might only improve share rate but not conversion rate.

Final Design

A: Friend PK

-- Improve the visibility of posters
-- Add fun elements to the poster content, such as competing with friends. Make users more motivated to share.
-- Place the poster behind the recommended supplements and slide the card to the end to see it.

B: Spider Chart

-- Put the poster summary as the first screen of report
-- The content of the poster is combined with a more detailed, questionnaire score, and the user's nutrition and health status are displayed in the form of graphs
-- Combine report content with graphics and text to increase interest and traits.
-- You can know the nutritional status of every need or every recommended supplement

C: Body Image --> Lemon Circle

Nutrition Report:

-- Using the tab to divide the nutrition report into three pages
-- Deducting the text length and altering the pure text nutrition report into the mixure of pictures and texts to highlight some important information and enhance the readability of the nutrition report
-- Adding corresponding nutrition recommendations at the last page, giving users one more entry to learn about recommended nutrition
-- The first page is eye-catching with the simple circle and lemon

C: Body Image --> Lemon Circle

Sharing Report:

-- Provide a variety of poster options to increase users’ desire to share
-- Enrich the interest of the poster and weaken the sense of boring and seriousnes
-- The user can choose the report from different perspective, like nutrition report, scrabble game or brand story.

Report Page Iteration

Iteration 1.0
-- l started to design from my first body image idea, l think it’s a direct way to tell audience the life-styled quiz. For example, l will put the index “hair amount” the score on the top area, and “body mangement” in foot area. However, it’s hard to find an area to put “dietary habit”. More importantly, the body image looks very professional and not match with Lemonbox branding.
-- Then l tried to find a cartoon man to instead of the real human body, but it still looked very creepy.

Evaluation1: Value 「Is it useful?」

Too Professional

Lemonbox Branding

Iteration 2.0
-- Next, I used simpler shape like users’ profile circle to put it in the middle. However, the user think the double circle is not so comfortable
-- After that, l tried to simplify the whole shape and leave more spaces out. And l also used the brand logo “lemon” to put it in the middle. I have done a breif user testing to compare the circle profile and the lemon. More than half the people choose the lemon one, they think it highlight the brand more clearly and the whole interface more clean.

Evaluation2: Usability「Is it easy to user?」

Simple

Clean

Comfortable

Iteration 3.0
-- Meanwhile, the yellow number on the black background color didn’t protrude well. The user needed to take several seconds to recognize what is this. So I used the black font with the yellow stoke to protrude the number.
-- Some people couldn’t find any meaning of the dashed circle, I also tried another version only show the lemon. But the combination looked so separate without a fixed area. I have done the user testing again, it showed more people prefer the lemon with the dashed circle.

Evaluation3: Adoptability 「Is it easy to start using?」

Easy to follow

Readability

Information Decomposition
Rearrange Information Architecture

Iteration MVP
-- The interface looked very clean, but the information hierarchy is not so clear. People didn’t have a visual center when the first time seeing this interface. So l added the yellow rectangle on the important words to divide the page to three sections. I enlarge the font of the first line “hi...” and align with the share button.
-- Even though the user can tell the section, still not strong enough. I gave a light yellow background under the first section, the most important section on the white background, and the last suggestive content also on the light yellow background, kind of like a hamburger.

Evaluation4: 「Desireability Is it fun and engaging?」

Attractive

Want to buy right now

That’s the problem of next iteration

Report BEFORE

Report AFTER

Poster BEFORE

Poster(preview page) AFTER

Poster(saved photo) AFTER

Validation

Our client adpot some parts from our designs like call to action button on the report page, user-friendly language of questionnaire, spider chart of report page and their business Impact is significant:

The nutrition product sales volume increased 300% in one year (2021)
The lemonbox mini-program owns 2,000,000 users
Lemonbox leads nutrition care industry customer market in China, and raise young generation health care awareness, popular the nurition supplement knowledge and lower the threshold of personlized nutrition
70% of lemonbox users are post-90s, the proportion of young people nutrition consumption enlarged from 25.75% to 33.27% of the total population in one year (2021)

We conducted validation testing of prototype with 15 users, each five users tested one of the options, three options totally. Below is a summary of the findings:

After Thoughts

We have offered three different creative options to enhance the share rate, and our clients were pleased with all.The manager said, “It will give the user a more visualized to look their health condition. l really like the spider chart, and the user flow are all very direct, and also business diven (call to action to buy the products).
For the next step, we will do more usability testing and one more round iteration. Because the limitation of time, we only do one round iteration (from lo-fi to hi-fi) based on team mutual cirtique.

Overview