VitaBlend Supplements
A wellness e-commerce experience for a vitamin subscription brand — product storytelling, quizzes and a subscription flow that feels like self-care.
Overview
VitaBlend sells personalized vitamin subscriptions, but its site read like a pharmacy shelf — dense labels, no guidance, no joy. Returning customers couldn’t see why to stay subscribed.
I redesigned the storefront around rituals instead of SKUs: a onboarding quiz, benefit-led product pages and a subscription manager customers actually open.
What I delivered
A pastel, editorial visual language with soft shapes and honest ingredient storytelling. Product pages lead with the benefit (sleep, focus, immunity), keep the science one tap away, and make subscribing the obvious default.
The quiz matches customers to a blend in under a minute, and the account area turns pausing, swapping and gifting into two-tap tasks.
Process
- 1Research
Reviewed support tickets and churn surveys; confusion about dosage timing was the top cancellation driver.
- 2Quiz & PDP concepts
Three quiz lengths tested; the 5-question version converted best without feeling pushy.
- 3Visual identity
Soft gradients, rounded geometry and food photography direction that makes vitamins craveable.
From the studio
Outcome
Five questions to a tailored blend recommendation.
Pause, swap or gift without contacting support.
A look the brand extended to packaging and email.
Related work
Selling wellness? Let’s design the ritual.
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