By reimagining the customer journey, enhancing brand storytelling, and integrating user feedback, we helped Bimuno bridge the gap between scientific credibility and everyday accessibility.
In collaboration with Pomegranate Media in London, we designed a seamless, empathy-driven experience that increased engagement, improved retention, and positioned Bimuno as a trusted leader in the gut health market.
Understanding the Challenge
Exploring the Gut Health Landscape
Bimuno, a prebiotic supplement brand rooted in cutting-edge research, sought to strengthen its connection with consumers while navigating a crowded and competitive wellness market. The challenge lay in raising awareness about the unique benefits of prebiotics and engaging an audience diverse in needs, from health enthusiasts to individuals managing specific conditions.
To address this, we conducted discovery workshops and in-depth research. Through stakeholder interviews, user persona development, and empathy mapping, we uncovered key insights into customer pain points, motivations, and behaviours. We identified that Bimuno’s messaging needed to bridge the gap between scientific credibility and lifestyle relevance, making gut health accessible and appealing to everyone.
Bridging Science and Storytelling
Crafting a Clear Path Forward
From our research, we defined core challenges and strategic priorities for Bimuno:
- Build a consistent and engaging brand narrative that resonates across diverse customer profiles.
- Increase user retention by developing a structured customer journey.
- Strengthen the connection between scientific credibility and consumer lifestyle aspirations.
- Improve digital touchpoints to streamline education, engagement, and conversions.
These priorities were set against the backdrop of a fragmented market where consumers were overwhelmed by options. Our goal was to position Bimuno as the approachable, science-backed choice for gut health.
Creating a Holistic User Experience
Merging Strategy with Design Excellence
With clear objectives in mind, we developed a cohesive strategy that seamlessly integrated storytelling, UX design, and digital marketing:
Customer Journey Mapping: We designed an intuitive trial mechanic that guided users from discovery to purchase. Key touchpoints, including emails, questionnaires, and follow-ups, were tailored to engage and educate users throughout their journey.
Empathy-Driven Content: Personas such as “The Health Fanatic” and “The Family Gatekeeper” informed content strategies, ensuring messages were targeted and relatable.
Dynamic Digital Interfaces: The website was reimagined with improved usability, incorporating A/B testing to optimise engagement. Storytelling elements, from lifestyle imagery to science-based explanations, bridged the gap between aspiration and trust.
Feedback Integration: A structured feedback loop allowed Bimuno to continually refine its offerings based on user insights.
Implementing the Strategy
From Vision to Reality
Execution was carried out with precision and agility:
Trial Mechanics: We introduced a step-by-step process that engaged users with educational content, progress tracking, and tailored recommendations, enhancing the perceived value of the product.
Enhanced Communications: Emails and landing pages were designed to educate, reassure, and motivate users at each stage, fostering trust and loyalty.
Refined Messaging: A unifying narrative, “Making Health Easier,” underscored all touchpoints, aligning scientific credibility with everyday accessibility.
These deliverables not only elevated the customer experience but also positioned Bimuno as a leader in its category.
Sustaining Impact
Building Loyalty, Driving Growth
The outcomes of the project were transformational:
- Increased customer retention through a well-defined journey and improved user satisfaction.
- Higher engagement rates, with email open rates increasing by 35% and a 20% boost in trial-to-purchase conversions.
- A strong foundation for future growth, with actionable insights driving ongoing refinement.
Reflecting on the success of the project, Bimuno is now poised to lead the conversation in gut health, with a loyal customer base and a clear roadmap for sustained impact.
