Melaleuca Product Store: A reinvention of the online shopping experienceAll Case Studies

The Challenge
Melaleuca, a leader in the all-natural home and healthcare product market, partnered with Electronic Ink to reinvent the online shopping experience. The challenge was to reveal the breadth of the Melaleuca product catalog to more shoppers while maintaining the current order processing speed, allowing customers to easily order their favorite products.

The Electronic Ink Solution
Stakeholder interviews and customer focus groups revealed important intersections between business and customer requirements. Participatory design activities and card sorting with hundreds of customers gathered input into an intuitive organization and labeling of products. In-home contextual inquiries allowed observation of customers' interactions with Melaleuca products and their use of the website.

From this extensive customer research, Electronic Ink created workflows and a Product Map of the shopping experience that identified new tools and shopping methods, including a "My Favorites" tool and a Community section allowing customers to share their lists, products, and reviews. Black and white, low-fidelity wireframes were created and tested with users to fine tune the design.

Electronic Ink designers and Melaleuca senior management rapidly iterated the aesthetic approach, resulting in a unique, engaging, and entirely new expression of the Melaleuca brand.

Net Result and Impact
Electronic Ink developed a unique user experience, motivated by extensive research and design collaboration that has created a world-class online product store for Melaleuca. The results of the project have inspired Melaleuca to adopt a user-centered design approach for their remaining web properties.