Client: Visa - Osmo Nutrition
Visual Design: Stren Pipkin, Girija Bhomawat and Leanne Shepel
UX Design: Leanne Shepel
Firm: Seven Design
Osmo Nutrition has seen great success with their men’s line and recently expanded their product line to support female athletes. They needed a website that could teach their clients about the benefits of their products and sell them on it. The previous Osmo ecommerce site did a great job of teaching users but it wasn’t clear how to make a purchase. The store was a completely separate area of the site and not directly related to the product information pages.
Separating the store from the product information conflicted with the expectation of many users, who anticipated that they could add an item to the cart directly from the product page. Many users expected to be able to purchase the product and often tried clicking on the product images despite the cursor indicating they can't click.
Categorizing the products also brook the expectation of the user and forced them in narrower sections than they desired, preventing exploratory product browsing. The users wanted the products displayed all at once so they could learn about and purchase the right product for them.
Taking these two issues in account, we designed a commerce site that gave the user choices. Products could be viewed and purchased by selecting a type or they could choose to view all products at once. After deciding to purchase a product, some users will want to buy additional — supplementary — products along with it. With a cart summary displaying on the All Products page and items categorized, the user can easily find items to supplement their purchase.