Case study.
Ladder
maximizing growth through e-commerce.
Create a seamless shopping experience for a star-studded premium supplement brand.
Background.
"You can’t climb the ladder of success with your hands in your pockets."
Arnold Schwarzenegger
Openfit acquired Ladder supplements in the fall of 2020 to bring a premium supplement brand to the Openfit ecosystem. Ladder's mission is to help you build a stronger, leaner body and maximize results with this wide range of supplements that includes whey and plant-based protein powders, pre-workout drink, and super greens.
The growth team (including me, product managers, and a group of engineers) was tasked to build a full e-commerce site to sell nutrtionals directly to Openfit subscribers using Openfit's tech stack.
My role
Senior Product Designer
Responsibilities
Research, Competitive Analysis, User Survey, Design, Prototype, Test
Team
Product Managers (2), Engineers(6), QA
Platform
Web
Duration
Oct. 2020 – Jan. 2021
About.
Background.
Premium health supplements built for the everyday grind.
LADDER is a sports supplement brand founded by LeBron James and Arnold Schwarzenegger. The goal is to help upgrade performance through better workouts, smarter nutrition, and inside access to world-renowned fitness experts. Not only are all Ladder products third-party verified but they’re also trusted by more than 45 professional sports teams.
The Chalenge
Drive Openfit's lifetime revenue (LTR) through Ladder sports nutrition supplements.
Given the stronger product offering, we need to support new features like choosing your flavor & serving size. Consolidate both ladder.sport and openfit.com on one tech stack to reduce costs and align platforms across the organization.
Ladder 2021 revenue goal
$10M
Goal & Opportunity.
Replace all Openfit supplements with Ladder.
We are adding a lot to our product arsenal via the Ladder acquisition. Ladder & Openfit will be separate brands, but Ladder will be “Ladder by Openfit”. All users originating from Ladder or originating from Openfit will manage their account on Openfit My Account (similar to YouTube & Google).
Key Metrics.
Increase:
-
Ramp up Growth and Acquisition testing.
-
Selling and promoting a stronger product offering including bundles.
-
Support over $10M of direct-to-consumer Ladder sales.
My research process.
Market research analysis
Customer journey
Persona
Information architecture
Customer mindsets
By synthesizing the customer research, I was able to define two key personas.
Performance-driven individual
“I look for supplements that can help bring out the best in me.”
This user wants inspiration and encouragement that stems from a championship mindset.
The Athlete
“I want to reach new heights in my training.”
The athlete looks for sports nutrition products that bring cleaner, high-quality ingredients to unlock their next step in training.
What we learned
Strategy focus.
The new ladder.sport site should focus on two key factors that should differentiate them from competitors:
Pedigree:
formulated by experts and trusted by champions.
Performance:
meticulously sourced for safety and results.
Design process.
Tap/click arrows to see early design stages.
Defining for MVP.
I collaborate with the branding team to ensure that the commerce site conveys a striking presentation of Ladder branding and lifestyle content.
Worked with engineers to ensure product configurations and add items to the cart, are interactive, clear, and simplistic.
Ensure that the home page and navigation offer easy ways to explore and discover nutritional products.
Optimized hero module allows us to test various campaigns and formats.
Finally, purchase flow had to be simple, and using the site had to be enjoyable.
Tab selections allow for simple product configuration
The drawer-style cart allows users to continue to shop or simply continue to checkout.
The checkout experience powered by stripe allows users to shop with confidence.
Of course, the site had to work flawlessly across all devices and screen sizes.
Mobile-first purchase flow.
Post launch wins.
+18%
"Add to Cart" click through rate increase.
+27%
Conversion increase on checkout.
Consolidation of both ladder.sport and openfit.com into one tech stack helped reduced costs.
Retrospective.
Seek critical feedback early.
Despite the close collaboration between design and engineering, there could have been more honest conversations early on when defining the MVP. Our ambition blinded us early, which resulted in inadequate time for design QA feedback and a premature release with a few UX/UI bugs.
