The Good Bug

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Refined Market Positioning

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Communicate stronger trust signals

The Good Bug is a science-forward DTC wellness brand focused on daily Probiotics, gut health, and long-term well-being. Their products are rooted in clinical research, designed to help consumers build sustainable gut health habits

The Challenge

The Good Bug’s site faced low conversions due to dense content, poor navigation, and unclear product organization. Our redesign simplified shopping, built trust, and increased AOV while preserving scientific credibility

Reasoning

01
Improved navigation with breadcrumbs to reduce drop-offs and encourage deeper site exploration
02
Enhanced content readability through better spacing and typography, making complex product info easy to digest
03
Clarified product value with sharp headlines, key USPs, and ratings to drive faster purchase decisions

Reasoning

01
Streamlined product details into bite-sized accordions to keep the page clean and conversion-focused
02
Optimised the buy box with bundles, visual cues, and trust signals to lift AOV and improve add-to-cart rates

Reasoning

01
Reframed section title to “Science, not hacks” to align with the brand’s science-forward positioning
02
Introduced intent-driven CTA (“Is this product right for you?”) to engage high-intent users and build trust
03
Transformed testimonials into actionable results with before-after photos, measurable metrics, and timelines
04
Added customer age, profession, and lifestyle cues to boost relatability and trust
05
Highlighted real-world outcomes (e.g. 8 kg weight loss in 6 months) to drive product credibility

Reasoning

01
Designed a sticky tabbed section (“About”, “Why this product”, “How to use”, “Reviews”) for seamless deep-dive navigation
02
Integrated trust-building content like “Is it safe for you?” to guide informed purchase decisions
03
Broke down product science with bite-sized, jargon-free auto-scroll cards showing day-by-day impact (Day 1 to Day 90)
04
Added contextual CTAs (e.g. “How L-Carnitine works”) to drive transparency and educate curious customers. Simplified product usage instructions with clear, visual storytelling to increase adoption and satisfaction

Reasoning

01
Created an interactive research report showcasing controlled trial outcomes with placebo vs non-placebo tabs
02
Simplified scientific data with easy-to-read graphs while preserving credibility and depth
03
Highlighted key results (e.g. 87% saw weight reduction, 95% improved metabolic health) to drive trust

Reasoning

01
Added transparency through a CTA linking to the full clinical research paper. Made complex science approachable for first-time users without compromising on accuracy

Reasoning

01
Habit-Led Merchandising Strategy: Shifted from generic upsells to a structured 4-step regimen: Cleanse, Restore, Nourish, Maintain
02
Added trust signals by showcasing outcomes from following the regimen
03
Merchandised complementary products as a guided routine to drive higher engagement and repeat usage. Designed an intuitive component that clearly explains each step and its product benefits

Reasoning

01
Simplified homepage banner with a clear, prominent CTA to drive action

Reasoning

01
Introduced “Shop by Concern” section right below the banner to guide high-intent users
02
Added a “View More” CTA with pop-up showcasing all concerns with relatable visuals
03
Focused first scroll on fast-tracking product discovery and reducing bounce
04
Designed to capture and convert high-intent traffic early in the homepage journey

Reasoning

01
Built a tabbed section for core categories: Probiotics, Cleanse, Fiber, Ferments
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Each tab opens with a clear benefit-driven card (e.g. “Repair Your Gut”) and short explainer
03
Integrated “Shop All” CTA within each tab to drive deeper category exploration
04
Surfaced relevant products and bestsellers within the tab for contextual discovery. Positioned this section on homepage to educate and convert users early in the journey

Reasoning

01
Redesigned results section to simplify technical data and highlight key impact metrics (e.g. 9x improvement)
02
Linked CTA to full clinical research for transparency and validation of claim
03
Added scroll-triggered animations to make scientific content more engaging and memorable
04
Used icon-based trust indicators to communicate product formulation, technology, certifications, and testing. Balanced credibility with accessibility by “dumbing down” complex data for broader user understanding

Reasoning

01
Brought the regimen-led merchandising strategy to the homepage with a more educational, content-rich format
02
Clearly explained the 4-step regimen (Cleanse, Restore, Nourish, Maintain)
03
Branded the strategy under “Upgrade to Regimen” to position gut health as a long-term investment. Designed to drive subscription mindset and encourage multi-month product adoption. Aimed to build customer understanding and commitment to habit formation from the first touchpoint

Reasoning

01
Humanised testimonials with customer name, profession, and lifestyle details to boost relatability
02
Enhanced testimonial section by linking each story to the specific product mentioned, driving targeted traffic. Turned trust-building content into a revenue driver by creating seamless paths to purchase

Reasoning

01
Prioritised best sellers and new launches at the top of the mega menu to drive product discovery
02
Created a “New Launch” banner for surfacing fresh SKUs and boosting visibility of new products
03
Structured “Shop by Categories” by both product range and customer concerns for intuitive navigation. Optimised the menu to support both casual browsing and high-intent shopping journeys. Leveraged the most-clicked navigation element to strategically guide users toward conversion-focused pages

Reasoning

01
Structured category pages to guide users through “Shop by Concern” tiles with relatable imagery

Reasoning

01
Layered discovery: surfaced best sellers, new launches, and then expanded into concern-based merchandising

Reasoning

01
Used consistent product taxonomy and terminology across site to reduce friction and build clarity. Preceded product listings with contextual banners (e.g. women’s health) to drive relevance
02
Optimised product cards with subtext, ratings, and pack toggles to enable faster add-to-cart actions