Nature Valley Website’s UX Analysis: How Do They Position Nature?
Nature Valley is one of my favorite snack brands. I love their protein bars, that makes me feel energetic, healthy and it tastes so good! Since I now am doing Website User Experience in my Digital Marketing class, I guess it would be fun to see whether Nature Valley’s website is as delicious as its products!
Homepage View
First, it is joyful to check their website. The homepage is quite simple yet pretty. The brand leaves a distinct place to show its new product, which totally makes sense. Below are its three main categories: bars, snacks, and granola. Then, it pops up the brand’s three taglines which sort of show the brand’s value proposition. After that, it has some subproducts on the page. Pictures look yummy and great. And the last is icons that have hyperlinks to the brand’s social media platforms.
Overall, it is clear and easy for users to navigate the website and products they might want, no matter on PC or mobile. I really like this web design. The usage of subtle and soft colors make me feel comfy and chill when browsing. Green always symbolizes grass and nature, while yellow is the color of grains. The combination gives me the implication that this is a healthy thing. That is one way the brand presents itself as natural. At the same time, the tone of the website resembles the brand’s logo’s color, which brings a sort of familiarity to users.
This homepage doesn’t include too much information so that’s great. (Because brands often eager to put as many functions as they can on their homepage which always looks confusing) However, since it is simple and clear, everything could become a hit for the viewing experience. In this case, I personally don’t think the choice of the new product picture is good. For me, the picture is too big but doesn’t look yummy. To optimize the user experience, the brand might need to check the backstage data to see the conversion rate of this picture.
Content
Based on the menu bar, the content of this website is mainly about product description, brand history and things the brand has been doing for its corporate social responsibility. So it’s more like a reference instead of customer service. There is no chatbox, no “cart” thus making it a little hard for customers to interact with this brand just on this website.
The brand puts a lot of effort into emphasizing nature is the essence of its products, so does its CSR initiative: partnering with the national park foundation to fix degraded trails.
The tagline of this initiative is “Nature makes us better”. This seems a message the brand trying to convey to its customers: Our products are natural, so we are better for you. This psychological implication is smart, and I think its brand’s fascinating message.
The brand also offers recipes for using its products to make more delicious. I think these recipes are quite innovative, adding novelty to this website.
To sum up, I think the website looks pretty good. But it might be better if employing more responsive functions to attract more interactions.
