THE HEALTHY MUMMY
Digital revitalisation through improved usability and an eCommerce consolidation.
The Healthy Mummy provides a set of online tools for mums wanting to lose baby weight in a healthy, sustainable way. It was founded by Rhian Allen as a support group in 2010 and has since grown into a large network of over 200,000 mums in the main Facebook community. The Healthy Mummy provides recipes, meal-planning tools, exercise information and programs, as well as advice. We have worked with The Healthy Mummy on both their website and their web based application.
The agency brief
Punch Buggy was tasked to digitally revitalise The Healthy Mummy website, enhancing user satisfaction, improving the usability and performance of the website and consolidating a disjointed and confusing eCommerce system.
“Our site is confusing for both users and store administrators. We need a site that has great usability in both the front and back end, that handles our product sales and subscriptions seamlessly, that works beautifully across mobile and desktop, and that can scale with our business and improve online sales”.
How we did it
We conducted a full digital audit of the existing website. A strategy was then put in place to create a functional website that was user friendly and easy to navigate, understanding that the user of the website may be time poor and on the go.
A study of the website’s demographics led us to understand that mobile eCommerce would be key to mums, so emphasis was placed on making purchases on mobile devices simple, greatly increasing the conversion of readers into shoppers.
Additionally, we planned and implemented the integration of the two separate eCommerce systems on the website. Customers now have a single point of sale.
We overhauled the codebase of the website and server architecture to allow it to scale far beyond its existing levels of traffic and eCommerce turnover.
Mobile first design
The website was designed using a mobile first methodology and 75% of the store’s revenue now comes from transactions on mobile devices.
We streamlined, customised and redesigned the eCommerce system, both front and back-end. Customers have a single point of sale for subscriptions, smoothies, complex product bundles and a digital library, while store managers have a comprehensive customer management and reporting system.
In order to integrate the Healthy Mummy mobile app with the web-based 28 Day Challenge, we built a complete API to allow authentication, complex recipe, meal plan, fitness and weight loss data to be shared seamlessly between the two environments.