OLLY

Shockoe's DTC UX Assessment for Olly: Mobile Wellness Experience Redesign

Shockoe conducted a comprehensive DTC UX assessment for Olly, a leading wellness brand delivering vibrant vitamins and supplements. The engagement identified critical gaps in Olly’s mobile experience—80% of traffic was mobile-first, yet the platform lacked retention optimization, integrated rewards, and post-purchase engagement. Shockoe’s recommendations centered on vitamin tracking, subscription management, loyalty personalization, and QR-based physical-digital connection.

Reinventing the Mobile DTC Experience

As competition in the wellness and supplement (VMS) market intensifies and digital behaviors evolve, Olly sought to elevate its mobile DTC strategy.

01 APPROACH

02 IMPACT

03 EXPERIENCE

APPROACH

Shockoe conducted a UX/UI Design Assessment over a 2-week engagement, including stakeholder workshops, technology audits, and customer journey mapping.

STEP 1

Success Workshop

Define business goals, customer needs, and align on existing challenges

STEP 2

UX / UI Assessment

Evaluate current UX / UI and the critical customer journey to identify opportunities for improvement

STEP 3

Final Recommendations

Present strategic recommendations with supporting key UX / UI screens

IMPACT

The company recognized growing customer expectations for digital experiences—but lacked clarity on how to prioritize and deliver value.

The Customer Journey Assessment

There was no smooth transition to engage customers digitally after an in-store purchase—once customers received their products, Olly had minimal insight into whether they were using or benefiting from them.

While 80% of traffic was mobile, the experience was not optimized for retention or ongoing interaction. Rewards were hard to find and not well integrated into customer behaviors.

Based on the assessment, Shockoe provided several strategic recommendations to address improvement and innovation across the mobile DTC experience.

Digital Engagement Enhancements

Vitamin Tracker App Experience:

A native mobile feature allowing users to
Receive daily reminders to take their vitamins.
Track progress through bottle consumption.
Log and share wellness feedback in a personal “Wellness Diary.”

Subscription Management Tools:

Enable users to seamlessly manage or renew their subscriptions.
Offer product suggestions based on progress and self-reported needs (e.g., “Still feeling tired? Try our new energy gummies.”).

Loyalty and Personalization

Revamped Rewards Program:

Link behaviors (e.g., consistent product use, reviews, social sharing) to points or discounts.
Deliver a more dynamic rewards interface, modeled after high-performing systems like Quip’s app-based engagement.

Smarter Onboarding & Recommendations:

Collect user goals, preferences, and behaviors early in the mobile experience.
Dynamically adjust product recommendations and content based on this data.
Push informative content about supplement benefits and routines directly into the app experience.

Physical-Digital Connection

QR Code & Scan-to-Engage Features:

Customers can scan a code on packaging to connect to the app or product-specific DTC page.
Integrate with tools like meOrigin or care/of for retroactive in-store purchase logging.
Allow users to import product details, reorder easily, and submit feedback—even if the purchase happened through a third party like Amazon.

Identified Impacts

Customer Retention: Personalization, subscription management, and wellness diaries will foster ongoing engagement and repeat purchases. QR and scan-based features will draw offline buyers into Olly’s digital ecosystem.

Greater Loyalty Participation: Improved rewards visibility and behavior-linked points will incentivize more consistent engagement.

Enhanced Customer Insights: Through feedback collection and user behavior data, Olly will gain a better understanding of how customers use their products.

EXPERIENCE

Let the work do the talking.