Oyura Herbal Supplement E-Commerce Platform

Project Overview

Osotspa partnered with OOZOU to design a seamless experience for Oyura's e-commerce: breaking into the UK's herbal supplement market by utilizing user focus group data to create an all-encompassing e-commerce platform.

Brand Story

Oyura is the natural remedy navigator. Osotspa brings you the best herbal ingredients, expertly and ethically sourced from throughout Thailand and Asia, to create a range of natural herbal remedies and supplements that harness the benefits of centuries of herbal wisdom. The brand promise is simple: East meets West.

• Plant powered: The best herbal ingredients, expertly and ethically sourced and prepared
• Made in Thailand: Quality products sourced throughout Thailand and Asia by herbal specialists
• Keeping it local: Oyura is passionate about helping local farmers and growers in Thailand and Asia

Focus Group Insights

The design direction was based on the insights gathered during the Oyura focus group in early 2020, which surfaced two shopper profiles:

• Sophie: Has a high level of understanding of the market and shops online often
• Marry: Tends to shop offline more

Both profiles value depth of information about product and brand, with a focus on efficacy and safety. They view herbal supplements as safer, natural, and containing fewer chemicals: products that protect against long-term sickness, help address causes rather than just symptoms, and offer a holistic option.

The Goal

A refreshing e-commerce platform, with a design based on the branding of Oyura. Keep the structure and content of the website, enhance usability, simplify functionality, and make it more convenient to use. The platform would initially launch in the UK and Thailand, taking the brand from its 2019 website to a redesigned 2020 experience.

Development

The web application for Oyura is developed using Ruby on Rails. A custom e-commerce system built on the open source Spree platform provides cart, order, and payment integration. A mission-specific CMS was developed entirely using Rails, and all components of the application are securely hosted on AWS.

Styleguide

Color

A more lively palette built around light green and grey.

Typography

The design required both English and Thai language, so choosing the right font styles was paramount for maximum readability.

The Updated Design

Navigation

Discovery from the home page utilizes a combination of subtle imagery and simple categories to guide customers to products.

Flexible and Simple

As Oyura's initial product offerings would be limited, the interface had to support the presentation of fewer items while retaining the ability to scale over time, showcasing content while still providing clear call-to-actions.

Language Support

Site localization in English and Thai is critical, with the site launching in the Thai local market as well as the UK market. Oyura needs to support separate products and a separate payment system for each market. Herbs in Thailand have common names that Thai people know and different names in English, so the herb library had to be designed differently for each language to make it easier for users to understand.

Product Information

Information about Thai herbs may not be well known by foreign customers. Product and ingredient details had to be strategically placed for easy reference: lists of key benefits, herbal ingredients, and recognizable icons. Information is brief and concise, and can be understood immediately.

Testimonials

Customer testimonials are critical for products in this particular market, and finding friendly influencers is key to helping attract customers.

Advertorial Content

Guest blogs from well-known influencers help build trust and drive SEO to make Oyura the go-to source for herbal and plant-based supplements.