Although USN has effectively dominated the sports nutrition and supplement market both locally and globally, the team recognised the need for enlarging its digital impact in a world that is increasingly buying, living and interacting online.
Another challenge was the public perception that the brand and its related product lines applied largely to those interested in high-performance gains, competitive sports and endurance training. While USN has long since mastered providing to the consumer market interested in holistic health and wellbeing, the brand still seemed pigeonholed by this limiting perception.
After being approached by USN, the KRAFT designsmiths® team immediately activated a mass market survey, instantly gaining valuable insights on the public perception of the brand, usage of the products and the general pain points and felt needs of the specified target market.
Based on the interpretation of the data, and in close collaboration with the USN leadership team, KRAFT designsmiths® lead a highly-interactive workshop experience during which the current brand was unpacked and a potential way forward was plotted and mapped.
The previous USN online sales platform consisted of a basic digital solution enabling customers to pick, pay for and order products. However, the experience did not match the high-performing requirements set by the brand, and the need arose for a complete overhaul of the digital platform.
Focusing first and foremost on the user experience, the KRAFT designsmiths® digital development team designed a complete customer moment map that designated the journey of each and every USN digital customer as they interacted with the business.
Bringing the fresh USN brand and the from-the-ground-up developed e-commerce platform together instantly positioned USN as the definitive market leader not only in the present but at least for the foreseeable future.
Being able to inspire, influence and transact beyond the boundaries of time and space, without having to compromise on the quality of the innate USN experience, created unprecedented opportunities for growth in an already highly competitive market segment.
