Athletic Greens + UserTesting

Brand perception

Athletic Greens rebranded AG1’s product packaging and completely redesigned the company website. 

Customers love the sharp new brand. But the organization needed to ensure that consumers recognize the value of the product—and feel drawn to it—rather than simply appreciate AG1’s new look. UserTesting contributors helped Athletic Greens understand how to communicate clearly about packaging options for purchase, including eco-friendly pouches or individual serving packets, which are convenient for customers who travel. 

UserTesting contributors also reviewed the new Athletic Greens website. The company learned that, although the relaunched brand made a positive impression, they could more effectively communicate the benefits of AG1 by using the website to educate their customers and potential customers.

Customer education

Athletic Greens’ Product Marketing team runs research sprints to see and hear customer insight regarding taglines and website copy that explain the value of AG1. This has proven to be particularly helpful where Athletic Greens has pivoted from writing about the product’s overall health value to the bioavailability of the nutrients in the product.

Here are some examples of instructive feedback Athletic Greens received from contributors:

• People enjoyed reading about the per-portion price of AG1, as opposed to simply seeing the monthly cost
• Athletic Greens’ shift away from a focus on athletes to more ‘normal people’ in their marketing imagery resonated with visitors
• Visitors appreciated learning how AG1 differs from other nutritional supplements—it’s nine products in one, and a powerful probiotic. They noted that a better understanding of the product’s health benefits would help them consider replacing a full spectrum of supplements with the AG1 formula

Content strategy 

In response to customer concerns around the taste of the product, Athletic Greens had contributors review descriptions of the AG1 flavor profile. They provided opinions about flavor descriptions and critiqued recipes that explain how AG1 tastes when mixed into smoothies or other drinks.

Usability 

UserTesting contributors tested the proposed UI/UX for the new Athletic Greens website. This gave the Product Design team a better understanding of the customer experience before running A/B testing on a wide variety of web pages. In the end, those insights from contributors helped lead to a 5% increase in online checkout rates. The website doesn’t just look great, it works properly for visitors.