HYPERICE
Elevating recovery as a part of an everyday wellness habit
ROLE
CREATIVE DIRECTOR, R/GA
KEY DELIVERABLES
Discovery interviews and audits
MVP definition and requirements
Design system
Usability playbook
Website launch
The Ask
Design, develop, and launch a new eCommerce platform to coincide with the launch of a new brand identity and a new line of products
The Approach
We identified the fundamental audience expectations that would be the most impactful for us to meet in the MVP during the user journey, and focused on the phases of learning and exploration, purchase decision, and delivery.
Audience definition
To land on our recommended persona, we took a look at two key factors:
Popupation: What percentage of users does this persona represent?
Criticality: How important is this user group to the Hyperice brand / business growth?
A big opportunity to reach a wellness-minded audience less focused on peak performance emerged.
Design system
We created a flexible design system hub utilizing new brand guidelines, with WCAG AA Level Accessibility to facilitate rapid page creation for new products and site updates.
Storytelling product detail pages
Hyperice product pages got an overhaul to enhance the commerce journey with the right information to help customers make an informed decision, using less technical language, answering common questions, and demonstrating usage with lifestyle photography.
From
Inaccessible
Elite Athlete Exclusive
Tech Focused
Rigid eCommerce
To
WCAG AA Compliant
Wellness and Lifestyle-Minded
Benefits Focused
Flexible Products and Content
Team formation*
Strategy
Josh Treuhaft
Alex Wu
Creative
Blake Bäkken
Helen Chen
Kim Laama
Aaron Mayo
Colleen Miller
Jacob Payne
Technology
Belén Aguirre
Maximillian Escobar
Gavin Leader
Patricio Testolin
Production + Client Services
Sean Kile
*If we’ve worked together and I’ve missed a credit be assured it was my lapse in memory—message me and I’ll quickly resolve!