Site design for new suppliment resale website

usanavitamins.co.uk

We are a start up website reselling products by a suppliment manufacturer called USANA (http://www.usana.com). While there are a number of UK and European distributors for the USANA products, we feel that nobody to date has nailed the sales and marketing of the product in Europe and leaving us an opportunity to take a slice of the action.

The website we need designed will be information driven yet simple to use with a clean modern layout similar to the sites we have provided as examples below.

The Vision
People are trying to have it all and do it all and their health is suffering. On the other side people are lazy and they are indulging more than ever. With the help of Usana, which is a product, that truly does what it says, we can help this problem go away. Obesity and insulin issue get bigger daily – Usana products re set your body. We want to make people take care of themselves and we want to help them with a natural product, that’s as simple as taking a daily vitamin and mineral. That’s it!
The Mission
Usana vitamins become a UK brand that looks after the nation. A new widely accepted, mainstream convenience that makes its customers has healthier, happier, more fulfilled and longer lives.
Our distinctive approach and Usanas products will make it possible for more and more individuals to enjoy the life they want.

Health conscious individiuals between the ages of 25 -55. The majority of our viewership is female with some male viewership.

Because our target demographic is predominantly older, the site should be easy to navigate and all information should be easy to read.

We are looking for a clean, fresh, simple design. We want the user to feel like they are being spoke to like a smart human being, not patronized. It feel light not to heavy and more about lifestyle you ahieve and are aspiring too than the product itself.

Brand Antes & Drivers
The Antes: The features and benefits that differentiate
- Simplicity
- Science
- Trust
- Convenience

3

We need a home page, a generic sub page that we'll use for the majority of the content pages, and a blog page.

N/A

http://www.anyoneforpimms.com/home.php

A good example of how a site can use a product and be more about a lifestyle..
It does need to have a science feel to it as well, the beauty of this product is that it works – it’s pure science, to suit you. The design needs to show the background, it needs to show that this is scientifically proven, that’s it’s a new way of thinking.
The site doesn’t have any direct competition; it’s a new market. Every other Usana site is the opposite of what we are looking for – please only look at to see what we hate!!
It needs to feel safe and trusted.
Needs to show the results – the healthy, calm, happy life that comes with knowing its all been taken care of for you. NOT in a gym, weight loss way!
References for design:

http://www.chernobylheart.org.uk/

This has a nice feel to it, despite the depressing subject it allows you to feel safe and warm – it doesn’t alienate or scare like many charity sites. The story like hand drawn nav takes the subject of children and makes you feel like you are part of it. You sympathize with the cause thanks to the use of design. Its inclusive and uses warmth rather than fear, still telling you the facts.
This is similar to what we are looking for in as much as the story telling without fear, the inclusivity, the design enabling you to understand what the product is but not be scared by it.

http://www.weshouldtry.org/andrew/#westminster

This design again takes a hard subject and softens it..
We like the handwritten style, the characters, the telling of a serious story while make it approachable.