Case Study /
MAXINUTRITION Cross-channel digital strategy, website and app development MaxiNutrition is a leading sports supplement company. Dedicated to enhancing their customer experience, Maxi consulted Cyber-Duck about their crosschannel digital strategy. We transformed their existing online shop into a highperformance responsive experience, supported by a tailored mobile app. Mobile conversions rose by 79%.
OBJECTIVES
STRATEGY
Leading the UK and European market, Maxi
We conducted research into user needs by
Responsive shopping experience
aimed to provide a powerful customer
interviewing users and stakeholders: defining
experience. We transformed their existing
the personas that informed design decisions.
We worked closely with the in-house Maxi
online shop into a high-performance responsive experience tailored for mobile / tablet. A mobile app was developed to promote and sell
shop into a mobile-friendly experience. This Scan-and-shop mobile app
products on iOS & Android operating systems.
We wrote ‘user stories’ to define customer
Finally, we redesigned and established a content
requirements for the app logic and interface.
strategy for their corporate web presence.
These informed the overall structure, hierarchy and user journey. Sketching workshops
Our objectives were: __Increase MaxiNutrition sales conversions on mobile and tablet devices. __Add a native application touchpoint to MaxiNutrition’s cross-channel marketing campaign. __Allow users to purchase products by scanning the relevant barcodes from physical posters. __Develop a robust content strategy that
developed our ideas further. Building in more fidelity, we produced semi-functional
involved designing and developing responsive interfaces that could be retrofitted with the existing website and back-end. We conducted a number of workshops with Maxi’s developers to guide their implementation. The result was a slick, device agnostic responsive experience across any screen size.
prototypes with a polished art direction. Redesigning MaxiNutrition Following this, we developed the application
Finally, we helped MaxiNutrition to redesign
natively for Apple iOS and Google Android
their corporate web presence. Our team
platforms. We implemented a flawless
conducted card-sorting sessions with
barcode-scanning functionality and custom
stakeholders and real users alike, reorganising
payment mechanism, linking to a third party
their previous unwieldy information
gateway. So, users could find, review and buy
architecture into a logical structure.
products through a seamless app experience.
would enable Maxi to further cement their
Testing ensured a smooth experience, from
position as a leader in the sports nutrition
scan to online purchase.
market.
integration team to transform their online
79% increase
50%
in smartphone and
of traffic via mobile
tablet conversions
devices
OUTCOMES We overcame a key challenge: ensuring
The results of our responsive retrofit for Maxi’s
the architecture was flexible enough to
online shop were nothing short of astonishing.
grow, as MaxiNutrition implemented the
Following launch, visitors from mobile and
new content strategy. This included a more
tablet devices increased significantly: taking
editorial approach to content, such as writing
almost a 50% share of total traffic. What’s
comprehensive expert pieces with tips and
more, conversions on these devices increased
techniques for training, nutrition and weight
by a massive 79% following launch. Overall,
management.
this demonstrates the crucial role of responsive design for ecommerce strategies.
Developing interface prototypes We prototyped responsive interfaces that could satisfy users of varying knowledge levels. They would display articles, videos and ultimately products to help achieve fitness goals: aiming to increase strength or improve lean definition. Work was validated by guerrillastyle usability testing in the field, visiting local gyms to speak with users of different abilities.
The responsive corporate MaxiNutrition website tied in perfectly with the online shop, as well as Maxi’s wider cross-channel marketing
“Cyber-Duck’s user focused approach transformed our site’s architecture. They brought all the Maxi brands under one website, and created a user experience which fulfilled all stakeholder objectives.”
campaign: from TV advertisements, to posters in gyms. The new structure and design made it easier for customers to find information
Sam Musk
and products (which linked to the shop) that
Senior Digital Marketing
were tailored to their fitness goals, as well as a
Manager, GSK
satisfying experience.
This helped us fulfil the needs of MaxiNutrition’s customer base. The prototypes were developed into fully art directed frontend templates. We conducted workshops to facilitate integration with their CMS back-end.
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