Kleva
Kleva
Kleva
Ancient ingredients,
modern formula
Ancient ingredients, modern formula
Ancient ingredients, modern formula
About the project
While Traditional Chinese Medicine (TCM) has existed and circulated for centuries, it still has yet to find a space within a larger Western audience. Kleva is a website designed to sell, promote, and educate its users about the benefits and origins of TCM.
While Traditional Chinese Medicine (TCM) has existed and circulated for centuries, it still has yet to find a space within a larger Western audience. Kleva is a website designed to sell, promote, and educate its users about the benefits and origins of TCM.
While Traditional Chinese Medicine (TCM) has existed and circulated for centuries, it still has yet to find a space within a larger Western audience. Kleva is a website designed to sell, promote, and educate its users about the benefits and origins of TCM.
my role
UX Designer
UX Designer
UX Designer
Project team
Maya Nag, Bernie Siu, Kai Lim
Maya Nag, Bernie Siu, Kai Lim
Maya Nag, Bernie Siu, Kai Lim
project goal
Design Kleva's new e-commerce website
Design Kleva's new e-commerce website
Design Kleva's new e-commerce website
In 2020, Kleva was one of the first B2C companies to sell and distribute at-home PCR COVID-19 test kits. As tests became more accessible to the general public, Kleva focused on their next venture. I joined the team in May of 2021 for an approximately month-long collaboration.
In 2020, Kleva was one of the first B2C companies to sell and distribute at-home PCR COVID-19 test kits. As tests became more accessible to the general public, Kleva focused on their next venture. I joined the team in May of 2021 for an approximately month-long collaboration.
In 2020, Kleva was one of the first B2C companies to sell and distribute at-home PCR COVID-19 test kits. As tests became more accessible to the general public, Kleva focused on their next venture. I joined the team in May of 2021 for an approximately month-long collaboration.
Within a one-month timeline, I had two primary goals:
Understand the source(s) of stigmatization behind TCM
Design an ideal website experience based on research findings
Within a one-month timeline, I had two primary goals:
Understand the source(s) of stigmatization behind TCM
Design an ideal website experience based on research findings
Within a one-month timeline, I had two primary goals:
Understand the source(s) of stigmatization behind TCM
Design an ideal website experience based on research findings
initial research
I conducted interviews to understand TCM's slow market growth in the U.S.
I conducted interviews to understand TCM's slow market growth in the U.S.
I conducted interviews to understand TCM's slow market growth in the U.S.
Market research had been conducted to validate the market for TCM. While it was an emerging industry, it had a slower growth rate in the U.S. than in other countries. To better understand why, I interviewed five partipants who either had moderate to high experience with TCM, or had little to no experience yet carried interest in TCM.
Market research had been conducted to validate the market for TCM. While it was an emerging industry, it had a slower growth rate in the U.S. than in other countries. To better understand why, I interviewed five partipants who either had moderate to high experience with TCM, or had little to no experience yet carried interest in TCM.
Market research had been conducted to validate the market for TCM. While it was an emerging industry, it had a slower growth rate in the U.S. than in other countries. To better understand why, I interviewed five partipants who either had moderate to high experience with TCM, or had little to no experience yet carried interest in TCM.
Lack of urgency
Lack of urgency
Lack of urgency
People in the younger demographic (30 years or younger) were less inclined to try out TCM due to having no time-sensitive health issues.
People in the younger demographic (30 years or younger) were less inclined to try out TCM due to having no time-sensitive health issues.
People in the younger demographic (30 years or younger) were less inclined to try out TCM due to having no time-sensitive health issues.
New users want guidance
New users want guidance
New users want guidance
Unlike people who are experienced using TCM, new users don't feel they have the information needed to make informed decisions and need guidance,
Unlike people who are experienced using TCM, new users don't feel they have the information needed to make informed decisions and need guidance,
Unlike people who are experienced using TCM, new users don't feel they have the information needed to make informed decisions and need guidance.
Understanding takes time
Understanding takes time
Understanding takes time
New users feel the barrier to entry with TCM is high, and that it will require too much time to truly understand the product.
New users feel the barrier to entry with TCM is high, and that it will require too much time to truly understand the product.
New users feel the barrier to entry with TCM is high, and that it will require too much time to truly understand the product.
research synthesis
How might we help users feel informed and confident in purchasing TCM products?
How might we help users feel informed and confident in purchasing TCM products?
How might we help users feel informed and confident in purchasing TCM products?
We expect two types of users
We expect two types of users
We expect two types of users
Users receive a personalized sound recommendation by completing an assessment on their current period pain and emotions.
Users receive a personalized sound recommendation by completing an assessment on their current period pain and emotions.
Users receive a personalized sound recommendation by completing an assessment on their current period pain and emotions.
A website for more than just shopping
A website for more than just shopping
A website for more than just shopping
Users receive a personalized sound recommendation by completing an assessment on their current period pain and emotions.
Users receive a personalized sound recommendation by completing an assessment on their current period pain and emotions.
Users receive a personalized sound recommendation by completing an assessment on their current period pain and emotions.
LOW-FIDELITY WIREFRAMES
Early design decisions were driven by competitive analysis
Early design decisions were driven by competitive analysis
Early design decisions were driven by competitive analysis
In the process of iterating my first designs, I conducted competitive analysis on other products and websites to assess what elements would work well with Kleva.
In the process of iterating my first designs, I conducted competitive analysis on other products and websites to assess what elements would work well with Kleva.
In the process of iterating my first designs, I conducted competitive analysis on other products and websites to assess what elements would work well with Kleva.
Shopping smart for TCM products
Shopping smart for TCM products
Shopping smart for TCM products
Other e-commerce sites for holistic products were typically sorted by ailment or desired effect. Sorting and filtering elements were more easily accessible than a standard shopping experience.
Other e-commerce sites for holistic products were typically sorted by ailment or desired effect. Sorting and filtering elements were more easily accessible than a standard shopping experience.
Other e-commerce sites for holistic products were typically sorted by ailment or desired effect. Sorting and filtering elements were more easily accessible than a standard shopping experience.
Virtual consultation for TCM
Virtual consultation for TCM
Virtual consultation for TCM
In addition to a shopping experience, Kleva would also provide the option to consult a medical professional. This would tend to the non-experienced users who had interest in TCM but didn't know where to start.
In addition to a shopping experience, Kleva would also provide the option to consult a medical professional. This would tend to the non-experienced users who had interest in TCM but didn't know where to start.
In addition to a shopping experience, Kleva would also provide the option to consult a medical professional. This would tend to the non-experienced users who had interest in TCM but didn't know where to start.
usability testing
Users wanted more options and easier access to content
Users wanted more options and easier access to content
Users wanted more options and easier access to content
User testing feedback
User testing feedback
User testing feedback
Users want higher levels of filtering since TCM products typically have many ingredients
Users want higher levels of filtering since TCM products typically have many ingredients
Users want higher levels of filtering since TCM products typically have many ingredients
Users validated the desire for educational resource concept, but want to learn about products while they are browsing
Users validated the desire for educational resource concept, but want to learn about products while they are browsing
Users validated the desire for educational resource concept, but want to learn about products while they are browsing
- Not all users want to commit to a virtual call-- some would prefer a more independent method of consultation
Not all users want to commit to a virtual call-- some would prefer a more independent method of consultation
Not all users want to commit to a virtual call-- some would prefer a more independent method of consultation
final designs
Kleva: A one-stop shop for buying and learning about TCM
Kleva: A one-stop shop for buying and learning about TCM
Kleva: A one-stop shop for buying and learning about TCM
Ancient formulas, modernized
Ancient formulas, modernized
Ancient formulas, modernized
Browse through Kleva's products, with options to sort by product form, treatment, and ingredient
Browse through Kleva's products, with options to sort by product form, treatment, and ingredient
Browse through Kleva's products, with options to sort by product form, treatment, and ingredient
Why?
Why?
Why?
New TCM users tend to prefer more product guidance during their shopping experience, which would increase likelihood of purchase.
New TCM users tend to prefer more product guidance during their shopping experience, which would increase likelihood of purchase.
New TCM users tend to prefer more product guidance during their shopping experience, which would increase likelihood of purchase.
Learn about TCM ingredients
Learn about TCM ingredients
Learn about TCM ingredients
Read about each of a product's ingredients, including its properties, its history, and its intended effects.
Read about each of a product's ingredients, including its properties, its history, and its intended effects.
Read about each of a product's ingredients, including its properties, its history, and its intended effects.
Why?
Why?
Why?
Experienced users prefer to do their own research while non-users don't know where to access the right information— providing an educational resource tends to both user needs.
Experienced users prefer to do their own research while non-users don't know where to access the right information— providing an educational resource tends to both user needs.
Experienced users prefer to do their own research while non-users don't know where to access the right information— providing an educational resource tends to both user needs.
Receive a personal consultation
Receive a personal consultation
Receive a personal consultation
Professional medical practitioners can guide users toward the right product for them. Alternatively, users can opt for a self-led questionnaire.
Professional medical practitioners can guide users toward the right product for them. Alternatively, users can opt for a self-led questionnaire.
Professional medical practitioners can guide users toward the right product for them. Alternatively, users can opt for a self-led questionnaire.
Why?
Why?
Why?
This solution caters to both the use case of wanting an individual consultation along with wanting a guided, practitioner-led one.
This solution caters to both the use case of wanting an individual consultation along with wanting a guided, practitioner-led one.
This solution caters to both the use case of wanting an individual consultation along with wanting a guided, practitioner-led one.
FINAL THOUGHTS AND TAKEAWAYS
Goals for future website iterations
Goals for future website iterations
Goals for future website iterations
My collaboration with Kleva (now rebranded as Reprise Health) was only a month-long, so I was not able to test my new designs or iterate any further. In closing out this project I discussed what assumptions I had, and what ideas I believed should be prioritized in the future:
My collaboration with Kleva (now successfully rebranded as Reprise Health) was only a month-long, so I was not able to test my new designs or iterate any further. In closing out this project I discussed what assumptions I had, and what ideas I believed should be prioritized in the future:
My collaboration with Kleva (now rebranded as Reprise Health) was only a month-long, so I was not able to test my new designs or iterate any further. In closing out this project I discussed what assumptions I had, and what ideas I believed should be prioritized in the future:
How might we increase objectivity and standardization in the resources glossary, so as to build trust and credibility as a resource for TCM knowledge?
How might we increase objectivity and standardization in the resources glossary, so as to build trust and credibility as a resource for TCM knowledge?
How might we increase objectivity and standardization in the resources glossary, so as to build trust and credibility as a resource for TCM knowledge?
How might we create to the experience of converting a young, non-experienced TCM user toward an experienced, TCM-leaning user in order to boost customer conversion and retention?
How might we create to the experience of converting a young, non-experienced TCM user toward an experienced, TCM-leaning user in order to boost customer conversion and retention?
How might we create to the experience of converting a young, non-experienced TCM user toward an experienced, TCM-leaning user in order to boost customer conversion and retention?