North American Herb & Spice
Educational E-Commerce
Client
North American Herb & Spice (NAH&S)
Platforms
Web E-Commerce
Tools
Sketch, InVision, Adobe Creative Suite, G-Suite
Role
Design Director
Stakeholders
Owner, Senior Leadership, Dev Team
The Challenge
North American Herb and Spice was founded in 1999 by Judy Kay Gray. Gray's belief that wild-gathered herbs are key to good health inspired her to create North American Herb & Spice.
North American Herb & Spice was looking to improve their e-commerce to increase online sales and better connect with their customers.
The Solution
Best-in-class Shopping Experience
Collaborating with Ms. Gray and her team, we envisioned a new, modern digital shopping experience that helped shoppers find, understand, and love NAH&S products as much as they did.
Research & data ANalytics
Discovery
Working with the founder and senior leadership team, we assessed the audience data, defined best-in-class site architecture, and laid out a new user experience.
Branding
Design System
We developed a new design system that worked in harmony with the existing branding but allowed them to expand into new territory.
User Experience (UX)
Content Strategy
Our new NAH&S experience focused on storytelling, interactive infographics, and clear product benefits.
Customers can explore products by benefits, outcomes, and key attributes.
The brand told its story through education and exploration, leading to in-context shopping.
User Interface (UI)
Product Positioning & Shopping
The new NAH&S website integrated storytelling, engaging visuals, and clear product benefits with best-in-class user experience principles and a modern UI design system.
User Interface (UI)
Cart & Checkout
We aligned the new NAH&S e-commerce experience to what today's online shoppers expect from retailers.
We set the brand up for success as it grows.
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Launch
Results
The new North American Herb & Spice e-commerce experience focused on what makes each product uniquely beneficial.
By updating the look and feel to attract a more savvy consumer, we unlocked the ability to tell the brand’s story for search, social, and direct traffic.
The new online experience reinforced the brand’s commitment to transparency and superior product benefits.
The new experience has seen significantly increased time on site and larger cart averages resulting in $1B YoY increased revenue.