GoodBelly is a Boulder-based company and kin of well-known Next Foods. The GoodBelly suite of products are a probiotic fruit drink that contains lp299v, which is clinically proven to support digestive health and strengthen the immune system. Charged with developing the strategy, design, and development for GoodBelly.com, we lead the GoodBelly team through our full series of site development exercises.
STRATEGY
We started the project by meeting with the GoodBelly team to better understand their target demographic and goals. We identified the website’s main goals were to educate visitors about probiotics, promote GoodBelly’s products, drive product trial through campaigns, and generate buzz.
Information Architecture and Wireframes
Slice of Lime first created an “information architecture” document, which outlined how the website pages would be structured to work towards GoodBelly’s goals. Beyond a simple introduction to the GoodBelly product family and flavors, the website needed to immediately answer “what is GoodBelly?” and “what are the benefits?” We created a Learn section to house more in-depth information for users, and a Community section to promote trying the product through a “12-Day Challenge” campaign. Additionally, we made it easy for users to generate their own buzz through testimonial submissions and a tell a friend form.
DESIGN
We brought the GoodBelly team through several rounds of design reviews before landing on the final design. We experimented with several modern layouts that focused on clean navigation, colorful punches from GoodBelly’s packaging, and playful elements that gave the site personality and credibility. Probiotic “bug” characters pop up throughout the site, and star in a custom video that Slice of Lime created to explain how the GoodBelly products work.
DEVELOPMENT
To easily manage all of the pages and blog content, Slice of Lime integrated WordPress as a blog and content management system. GoodBelly actively refreshes their content using this tool. Additionally, Slice of Lime extended WordPress to make it easy for GoodBelly to create customized landing pages for AdWord campaigns. Lastly, Slice of Lime integrated code to filter all lead generation forms into GoodBelly’s CRM system.
CONCLUSION
We thoroughly enjoyed working on the GoodBelly website and getting to know their dynamic team. GoodBelly is on a roll promoting its products and uniting a community of devotees (including the Slice of Lime staff!). We’re proud to see that site traffic has dramatically increased since the launch of the new website.
Visit GoodBelly today and checkout the video on the homepage to learn more!
