Creating Wellbeing as a Service for Australians



Simplified the path to purchase with subscriptions as a core offering.

Rebuilt the website's frontend from scratch to be more lightweight.

Vitamin subscriptions increased by 30% in the first month alone.

"We are so happy with the site, it looks amazing and is performing well – subscribers were up 16% last month and the feedback has been very positive"
Rachelle McDermott, Marketing Manager

Blackmores is a titan of the wellbeing industry, helping Australians live healthy and happy lives since 1932. As the company grew from strength to strength, it became increasingly important for it to embrace digital distribution channels, with its flagship website a cornerstone of the business. 

The company was experiencing less than desirable ecommerce conversion and relatively high attrition for subscribing customers. After some initial research, we discovered that parts of the customer journey were over-complicated and unreliable, and didn't offer their customer any extra value to what they could find in stores.

We also unearthed some interesting usability statistics, like the fact that ~98% customers added products directly to their cart from a list page rather than a product details page, and 1/3 of all purchases were returning visitors. These insights helped us build an understanding of who we were designing for, and allowed us to create a strategy that addressed key issues.

I was engaged to help improve the website’s overall usability with a focus on increasing first-time and repeat conversion rates.



  • Matteo Grand: Research & strategy, experience design, team construction, project management, and client management.
  • Anton Sugianto: Interface design.
  • Ian Howarth: Interface design.
  • Born From: Frontend development.

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