Blueshift Platform Design

The Challenge

Blueshift was a new entrant into a very crowded market. Most companies in the supplements and nutraceuticals category envisioned consumers taking fistfulls of supplement pills or sugary gummies with limited payload and lots of chemical additives. And the eight glasses of water that people are supposed to consume every day? For most, it’s a pipe dream. 

Rather than delivering more of the same, Blueshift saw whitespace—a new service that combined nutritional supplements and hydration in one great-tasting alternative. But changing consumer habits, especially around personal health regimens, can be an uphill climb. So Blueshift tapped ZeroDegrees to create a digital experience for their nutrition science innovation from the ground up, while disrupting the market—and consumer behavior—in the process.

As a start-up in the highly competitive world of supplements, we faced the exciting challenge of making our full line-up of pod-based supplements and innovative high-tech bottle understandable and desirable to consumers. ZD partnered with us on this journey and exceeded our expectations.

—Andrew Schneider, VP of Marketing and Product Development

Our Approach

First, we had to tap into the psyche of healthy habits and inspiring behavior change. We did a deep dive into healthy living brands and those who shook long-held patterns. (Think: Peloton) We ran virtual ethnographies to understand consumer health habits and goals—from hardcore gym rats who studied supplements like a passion project to those who didn't know turmeric from Tunisia.

Then we designed an experience that would embrace and inspire the spectrum of consumers looking to live healthier, tastier lives. Building on an exciting new brand developed by Red Antler, we ensured consistency and scalability throughout the experience—and brought the brand to life through photography, language and a palette that felt like a digital scratch-and-sniff.

From the outset, ZD demonstrated a strong commitment to understanding our customer base. Their research techniques helped us effectively test hypotheses and gain valuable insights into how potential customers perceive our offerings and how they would navigate our website. This user-centric approach laid the foundation for our brand.

—Andrew Schneider, VP of Marketing and Product Development

We learned that choosing a personalized supplement regimen can be an overwhelming process filled with a dizzying array of options. So we created the Blueshift Blueprint Quiz, a Q&A that simulates a conversation with a nutrition specialist to deliver customized results.

We also made the information architecture flexible to accommodate those who knew the supplement types they wanted and those who were simply targeting health goals. Throughout, we made the purchase process simple, bundling product options with one-time and ongoing purchase plans.

ZeroDegrees’ design expertise not only brought our brand to life but also made our complex product range more understandable and user-friendly—a critical achievement for a new brand like Blueshift.

—Andrew Schneider, VP of Marketing and Product Development

The Results

We tested, tweaked and tested some more until the users said we got it right. The site has recently launched and ecommerce is underway. Let the healthy hydration begin.