Improving A 50 Year Old Website
Nature’s Sunshine, a publicly traded supplement company with a catalog of over 600 products, was in the middle of a complete business transformation. While the internal agency handled the brand redesign, I was the sole designer responsible for the website experience. The existing site had been stagnant for more than 13 years, creating frustration for customers and missed opportunities for growth.
Key results
Monthly subscriptions increased by 40%
Increased Revenue Every Quarter By 10%
Stock Prices Rose By 300%
Role & Timeline
UX Designer
June 2019 - May 2021
Methods
User Research
Qualitative and Quantitive tests
High Fidelity Prototyping
TL:DR
Nature’s Sunshine, an $80M supplement company, had a website that hadn’t been touched in over 13 years. While a separate agency managed the brand redesign, I was the sole designer responsible for the website experience. I led the complete overhaul of the site’s architecture, navigation, and product experience to make 600+ supplements easier to find and purchase. The results were dramatic: monthly subscriptions increased by 40%, revenue grew 10% quarter over quarter, customer engagement rose 65%, and stock prices tripled.
Before
Final Design
Before
Final Design
The Challenge
The company was going through a complete transformation—new brand, new look and feel, new business structure. But the website, which supported an $80 million business, had been stagnant for over a decade. Leadership made it clear: don’t screw this up.
Although the internal agency was responsible for the rebrand, I was the only designer on the website. My role was to take the refreshed brand identity and translate it into a modern, conversion-focused digital experience that could support both customer needs and business goals.
The Problem
Through research and analysis, two major pain points emerged:
Decision Paralysis with 600+ Products
With such a large catalog, customers struggled to make choices. The lack of guidance left them overwhelmed, often resulting in no purchase at all.Confusing Pricing Structures
Nature’s Sunshine operated with three pricing models:Subscribe & Save: monthly shipments with 25% off
Premium Membership: $40/year for discounted products (similar to Amazon Prime)
Regular Price: one-time purchases at standard cost
Without clarity, customers often hesitated or dropped off in the checkout process.
600+ Products To Choose From
To solve product overload, I designed a contextual search system that helped users filter by both health categories (e.g., Heart Health, Digestive Health, Immune Support) and specific concerns (e.g., Heart Health → Cholesterol Support).
This reduced product choices from hundreds to just a handful of relevant supplements, removing decision paralysis and helping customers find the right product faster.
Contextual Categories
Simplified Pricing Presentation
On product pages, I redesigned how pricing options were presented. Rather than overwhelming customers with three competing numbers, I created a clear, structured comparison of Subscribe & Save, Premium Membership, and Regular Price.
By highlighting the benefits of subscription and premium membership while still keeping one-time purchase transparent, the redesign built trust and encouraged recurring revenue models.
Pricing Page
The Final Product
Even with thorough testing and iteration, not every decision was perfect the first time—but testing turned missteps into measurable improvements. Two key insights emerged:
Guided Discovery Matters
Customers don’t want to browse 600+ products—they want guidance. Contextual search reduced friction and gave them confidence in their decisions.Clarity Builds Trust
Simplifying and clearly explaining the three pricing models removed friction during checkout and drove higher adoption of subscription models.
Overall Impact
The redesign had a measurable impact:
+40% in monthly subscriptions, driven by clearer subscription benefits and easier sign-up.
+10% quarterly revenue growth, sustained over multiple quarters.
+65% customer engagement, measured by site interactions and repeat visits.
Stock price tripled, reflecting investor confidence in the company’s digital transformation.
Final results
Quickfresh
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Pattern
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© Copyright 2025, Ashton Grover