An UX I’ve never HERBIVORE.
In a landscape where beauty consumers tend to do online research before deciding to purchase is where building a robust digital foundation via a unique, compelling website plays a vital role in capturing shoppers. UX (User Experience) becomes the brand differentiator, meaning that we should have a deep understanding of users, what they need, what they value, their abilities, and also their limitations. The best practices of UX promote improving the quality of the user’s interaction with and perceptions of the brand. Herbivore Botanicals is a brand that gets it right!
The first glance.
Looking at the first page of Herbivore Botanicals website makes me want to know more. The site captures my attention by using consistent soft pastel colors and well-photographed products that create a minimalistic aesthetic, which reflects the brand’s personality. Co-Founder, Alexander Kummerow, said that their “intention is to let the natural beauty of the ingredients shine through without covering them up with colored bottles or busy labels.” This philosophy of Herbivore Botanicals is a true reflection of their website and it is clear that the brand makes an effort to be consistent in their aesthetic.
How Herbivore Botanicals keep the needs of consumers in mind in their UX.
Not only is the website easy to navigate and user-centered, but what stands out is that the page has an accessibility menu to customize your UX to your personal needs. Herbivore Botanicals has the firm belief that every person has the right to live with dignity, equality, comfort and independence. For instance, the brand reflects this belief when they kept disabled consumers in mind when designing the website. As a person who is hearing impaired — even though my disability is not to an extreme like others — it makes my heart warm to know that Herbivore Botanicals caters to all users. This aspect of their UX is something most brands overlook or never even think about.
On the left-hand side is the support button, which makes it easy for users to get in contact with the brand. This is something I consider extremely important since customer service is the backbone of any business. The support button not only plays a crucial role in building a sustainable customer base, but it also engages the user to feel free to create a relationship with the brand. It makes me feel welcoming and that Herbivore Botanicals is there for me throughout my online shopping journey.
Great content with a fascinating message is what makes me want to know more.
The site visuals are very appealing, but what makes the UX worthwhile is quality content that is inspiring, convincing and entertaining. The website is built to attract the consumer to purchase Herbivore Botanicals products, but the Naturally Speaking blog is a unique touch that lures you in. The blog also gives the brand a sense of transparency as some articles take a deeper dive into the power of each natural ingredient used in their products, how the products are made, how they work and how to enhance your daily skincare ritual. The content of the blog also goes beyond the products and the brand. Some articles focus on the brand activist side, building a Herbivore community to gain loyal customers’ trust and sharing the brand’s believes for equality, inclusivity and sustainability. I believe Herbivore Botanicals stands out as an indie skincare brand, as I don’t think there is a cosmetic brand out there that has such a clear vision of spreading natural skincare into mainstream with an activist personality. It truly gives the brand a distinctive, fascinating personality.
Am I lured in to purchase?
YES! I may have even ordered a face mask already; I mean how could I resist? The brand grabbed my attention by using call to action buttons effectively. On the home page, the first thing that you see is a banner with a call to action to “shop now” with an exclusive limited promotional offering, which employs a responsive design for the UX. If that doesn’t make you want to click and purchase, the photography of each product will persuade you. The products are photographed in a very Instagram-able manner where it attracts the eye immediately and makes you want to learn more about the product. Each product is also described in a way that you cannot resist to feel like you need the product in your life. Using phrases like “watch your self-love bloom,” “bring clarity to your mind and skin,” and “bringing harmonizing benefits to increase your inner and outer beauty” makes me feel like I need this product in my life to fulfill my beauty goals. Through brand transparency, consistency and a visually pleasing user experience, Herbivore Botanicals successfully achieved converting me into a customer.
