UX Case Study: CELSIUS
Celsius is a self-described “YOUR PARTNER IN A ACTIVE LIFESTYLE ”as it aim to inspire those who want to live fit by giving them a sustained energy source that’s specially formulated to work with your body to help you reach your goals.
At First Sight
The website is a fusion of product description and lifestyle promotion.
When visitors land on Celsius’s site, they are greeted with a picture of one of the products in the “Hero Image” space. The image cycles between serval products and one of their ambassador, Shaun White (American Snowboarder), The fact that the visitors always land on the product image kinda throw me off a little bit. I just feel it is too selling and I wished it could have incorporated some personal touch to it so it will appeals more to the customer’s persona.
Keeping It Simple
With only one scroll down, you will get a good idea of what the company is with a mixture of information on the product and brand value.
For the navigation, Celsius only offers a few options to keep things simple: PRODUCTS / STORE LOCATOR / ABOUT / CONTACT US
In addition to it, the most important BUY ONLINE is highlighted black in the right corner of the website which will take you directly to their Amazon page within one click. It remains at the same spot on the mobile site as well with other options hidden behind the hamburger icon. I think it is very easy to navigate and keeps visitors from becoming overwhelmed when they first land on the homepage.
Strong Product Showcase
The thing that I like the most about the website is the presentation of its products. The images are crystal clear with both the product and the copy on its label. Every product line has its slide and when you click through them, there is a cool effect of water splash going on in the background. (I was playing with it for a solid 20 seconds)
Product Education
Celsius doesn’t leave a stone unturned — or a question unanswered — here: What, exactly, is in it? What flavor does it have? The product slide will give you a sneak peek of the product, and if you found a particular one interested, you can click on it, and it will give you a whole page of the ingredient list and functional benefits for you to explore further. And the scroll down animation was interesting too! Experience it in here.
Celsius’s website is completely responsive to all mobile devices. The only thing is the text became a bit overwhelmed on mobile device. Somehow all the paragraph are centrally aligned when I open it on the phone, which makes my eyes have to search for the beginning of each line. Also it just feel too much text on a smaller screen with less white space around it. I get it — we got a lot of things to say about our brand but sometimes too much reading will likely to push away the visitors.
Overall, I think the website has a modern look and feel of the website. It provides a relatively clean yet unique website experience to visitors. Most importantly I would say it is communicating the fitness-meets-science lifestyle which is the core values of the brand.
