L'il Critters
Website redesign for L'il Critters, America's #1 kids gummy vitamin brand.
L’il Critters gummies have the yummy flavors kids love with the nutrients that parents want for them. While L’il Critters gummies had been providing delicious nutrition for kids for years, the online experience needed an update to help parents explore all that L’il Critters offered. The details of their delicious gummies and helpful content to support kids’ health was hidden inside a confusing website with a dated look-and-feel.
While at Razorfish, I worked with with a UX designer, content strategist, creative director, and copywriter to transform the homepage, navigation system, product landing and detail pages, and article pages. The new L’il Critters website tells the brand’s story while providing an intuitive, user-friendly experience for product and content browsing.
From logo to design system
Although L’il Critters had a distinct brand look-and-feel, they didn’t have established brand guidelines. This presented a unique challenge of creating a digital design system by taking visual cues from their logo, bottle packaging, and social media posts. The result is an elevated design system that feels current, playful, and still uniquely L’il Critters.
Intuitive product browsing
A significant pain-point for users on the previous site was looking through products. Product organization was informed by internal company structure, not user needs, which resulted in a confusing experience that left users searching for product info elsewhere. Through a restructured navigation that puts users’ needs to the forefront, a redesigned product landing page with intuitive filters and custom product cards, and an expanded product detail page, the new site makes browsing L’il Critters products easier than ever.
AGENCY
Razorfish
TEAM
Miguel Castro (Creative Direction), Alexa Llosa (Experience Design), Mark Anson (Experience Design), Ilana Machado (Content Strategy), Audrey Kirkland (Product Management), Grellan Harty (Copywriting), Margie Stahl (SEO), and more.
