Juice Generation — A Brand That Creates A Fascinating, Engaging and Innovative Website UX
Website UX (user experience) represents the digital storefront of brands in the digital world. It plays a significant role to help brands capture the attention of potential customers. The well-designed experience for online users determines a high fascination level in a few seconds online searching. The control, quality, credibility, upload speed and content of a website are all necessary elements to provide a convenient and comfortable user experience. Here is an example for a beverage brand called Juice Generation that presents a well-designed user experience for its website.
Juice Generation is the primary juice bar brand in New York, which starts from a luxe Manhattan juice bar. It sells healthy and multi-nutritional beverage products like juices, smoothies, and açaí bowls. With a brand objective that focuses on creating a healthy and sustainable lifestyle for everyone, the website of Juice Generation is the tool of achieving its business objective by serving more customers and it represents the extension of its offline stores in the digital world.
The user-centered design is the general standard when we evaluate a brand’s website. As the extension service of Juice Generation offline stores, the website of JG is totally designed for user-centered online purchase, which helps customers easily shop online and purchase its products. The main web page of JG’s website is designed with a simple style and straightforward functions. At the top of the main web page, there are three images related to different messages: its products, sustainable ingredients and delivery service. Below these images, the menu shows different product types that help customers search more for their preference. At the bottom of its main web page, it also provides the link of its mobile app for web viewers. Customers can download JG’s app to order products at their home or office. In general, the main web page of JG shows well-performed functions by providing a simple and user-centered website UX.
The fascinating, engaging and innovative content is also an important factor for JG’s website UX. In the Nutrition section of JG’s website, there is an interesting function called Nutrition Calculator. It can calculate the nutrition intakes for each JG product by providing a Nutrition Fact that lists all nutrition ingredients, like calories, proteins and sugars. This function can not only help consumers control the intake of calories and fat, but it is also associated with the brands’ objective, creating a healthy and sustainable lifestyle. Moreover, there is another engaging content in JG’s website called blend-it-yourself (BIY). It is a program that JG provides for customers outside the city to taste their products by ordering 6 or 12 smoothies or acai bowls with free delivery. Customers can order different smoothies online and make their own smoothies then post them on Instagram with the hashtag of “#BLENDITYOURSELF”. This program also provides an innovative product line with three smoothies that have double functions with tastes and spa treatments. Each smoothie is designed as a face mask with skin-friendly ingredients.
The aesthetics of website design determine the first impression of website UX. The main color of web pages is set as white that shows the style of simple, clean and order. Dynamic images provide sequential and educated contents for viewers. Simple product menu design offers limited choices for customers without annoying information. In result, the aesthetics design of JX’s website creates a simple and orderly user experience.
However, there is a weakness in JG’s website. The test from PageSpeed Insights shows that the upload speed for JG’s app on mobile devices is low with a score of 29, while the upload speed on desktops devices shows a higher score of 52 at a medium level. The results suggest that the focus of JG’s website UX is on the website, rather than its mobile app, because users would not spend too much time on downloading different brands’ apps for purchase purposes.
