BULLETPROOF
Realigning Bulletproof’s website to fit their brand identity
Overview
Home to the famous Bulletproof Coffee, Bulletproof is an omni-channel content driven company that sells nutritional products. During my internship, I designed landing pages to educate consumers about our products and company.
Role
UX Design Intern
Duration
July 2020 - September 2020
Context
Home to the famous Bulletproof Coffee, Bulletproof is an omni-channel content driven company that sells nutritional products. During my internship, I designed landing pages to educate consumers about our products and company. For this case study, I will dive into my most recent project: Redesigning the About Us page.
The Problem
The About Us page wields tremendous marketing power, as it answers the essential questions: who, what, when, where, why, and how. Although Bulletproof’s values, brand, and visual identity has changed over the years, the About Us page still remains stagnant. As a result, consumers are presented with outdated information that does not reflect the current state of the company.
You can check out the snippets of the current page below!
Current “About Us” designs
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The Opportunity
Since the current page was in need of a revamp, it provided me with the opportunity to share Bulletproof’s story through pixels, pictures and our products. I focused on modernizing the visual design of the page while adhering to brand guidelines and project requirements.
RESEARCH
What makes a good “About Us” page?
I’ve seen plenty of “About Us” pages in the past, and found that the most important information when looking at these pages were..
- What does the company do?
- Why are they different?
Although these were aspects that I found important, I had to open my mind and see what other information people and companies valued. With that being said, I started off my research with Googling “what makes a good about us page?” I looked far and deep into the web and read as many articles, blog posts and tips that I could. Here are the findings that resonated with the most:
Highlight what makes your company different from the others
Start telling your story as soon as people reach the page
Make sure the page is scannable
Incorporate visuals into the page to break up text heavy sections
Competitive Analysis
Moving forward, it was time for me to conduct a competitive analysis to gain insight on what other companies did and what kind of content they included on their page. For my competitive analysis, I created a table that took note of various things, such as:
- Content
- Layout
- What stands out
- Do they feature values / origin story / product benefits, etc?
I looked at hundreds of about us landing pages, and took note of the ones that really stood out to me. At the end of it, I had 16 websites on my table and learned about what different companies valued, along with the type of information that was presented on these pages. You can see a snippet of my table below.
Key Findings
62.5%
6464px
100%
of the websites included an origin story
was the average mobile height of the page
of the websites highlighted what makes them different to set them apart
What's Next?
These findings informed me about industry standards, along with the type of content that companies and people value when looking at the About Us page. No two pages are the same, so it was important that I include content that was most relevant and unique to our company. With that being said, it was time for me to plan out what content to present, along with how it would flow within the page.
PLANNING
Information Architecture
I had to decide what content was the most important for the page in order to establish the basic structure of the page. I had plenty of ideas, but ultimately narrowed it down to the ones that aligned with the goals of the user and the project requirements. Here’s what made the cut:
DESIGN
Prototyping
Referring to the page structure I had previously created, I started to put the pieces together on the page while adhering to the typography and color choices from Bulletproof’s brand book. I made sure to only put in content that was necessary so that the page wouldn’t be overwhelming to our consumers. Here’s the prototype that I pitched to my stakeholders:
Iteration
During my weekly design reviews, I was able to define the project and understand the goal of the page better. Additionally, I received constructive feedback about updating certain sections, such as the Bulletproof Difference, to be more compelling and engaging for the audience. I would present different options for my stakeholders to choose from and refined my designs by utilizing the feedback given to me while keeping the goal of the page in mind. The highlighted screens were the ones that were chosen.
This layout was chosen because it signified that values were equal in importance, as opposed to the second option.
The third header was chosen, as it catches the eyes of the user with the visual distinctness.
Final Designs
Once the designs for mobile received the final sign-off, I translated the designs over to tablet and desktop as well. After weeks of designing, iterating, and feedback from my stakeholders, here are some of the final designs that I handed off to the development team.
Let em' know about our products
Featuring our top sellers, we make sure to let our consumers know that what you leave out is just as important as what you put in. That’s why our products are soy, dye, gluten and GMO free.
Why us?
Consumers need to know what makes us different. This section highlights our brand pillars and gives consumers a reason to believe in our brand.
Our company values
Values are at the heart of every company. They help shape what we stand for, and it’s important to let our consumers know what our values are.
Reflection
During my internship with Bulletproof, there was so much I learned in a matter of 4 months. I was able to see my design skills improve after each project and work with talented people from many different teams. Here are my key learnings and insights from this experience:
Mobile first!
By starting the design process from the smallest possible size, it ensures that the user’s experience is seamless on any device. It's way easier to scale up than it is scaling down. Additionally, mobile usage has surpassed desktop usage in 2016!
Iterate, iterate, iterate!
Design is dynamic, and there are always changes to be made. It’s important to not get too attached to your designs because they can be changed in an instant. On that note, your first design will never be your final design.
Speak slower, Lena
The marketing director called me out during the first design review because I was going through my designs too quickly. Woops. Sometimes I get too excited. From there on out, I learned to take my time to allow my stakeholders to fully digest my designs so that they can give me proper feedback.