Updating the Digital Experience for Traditional Chinese Medicine Practitioners & Their Clients

Kan Herb is moving into its next chapter as a company. With this in mind, the Ecommerce upgrade was seen as an opportunity for a modern visual identity that paired with the technology update. A lot of companies have entered the market since they launched over 35 years ago. Our landscape analysis gave us a good starting point for helping them stand out visually among a sea of similar companies.

In addition to a visual landscape analysis, we conducted a series of interviews with clients, practitioners, and formulators of their products (such as Steve Marsden, renowned veterinarian). These discussions guided our design, development, and messaging work.

To differentiate Kan Herb, we leaned into a color palette that breathes more light into the brand expression. We paired the color palette with typography that increased legibility and accessibility. To ground the site, we used expanses of color and warm backgrounds that feel inviting, rather than clinical. Photography rounds out the design system using realistic images accompanied by copy that creates a spacious feeling while providing in-depth information.

We encouraged the Kan Herb team to tell their brand story in a way that’s factual, aspirational, honest, and conveys their long-standing culture of care and respect for tradition. The result is a story that’s inviting and inspiring.

We established a professional but friendly tone for the information content on the site. The company has a supportive culture and we want that to come out even in language as simple as the ordering process.

With two primary audiences, the Kan Herb site reduces ordering and research friction for practitioners. Consumers are the beneficiaries of Kan Herb products, but aren’t allowed to purchase directly. Still consumers can ask for a referral to nearby practitioners, providing service while honoring their customers.

The topline messaging across the site is succinct, informative, and welcoming. We took care to use benefits-driven language whenever possible.

We collaborated on updated Mission and Vision statements for the new Kan Herb chapter. These fit smoothly onto the Home and About pages of the site.

The branded copywriting is readily apparent in the social media assets created to promote the new Ecommerce experience. These succinct messages establish the tone and culture of the organization.

The site is designed to minimize required actions while maximizing options for practitioners. The goal is to have every minute the practitioner spends on the site to be productive for them and their clients.

We built the site to be easy for practitioners and clients to access, understand, and operate. The minimalist design helped our website development team build what is needed while making the experience visually rich.

The check out experience is critical to the perception of Kan Herb. We built the site to smoothly integrate with payment processors to allow for a clean finish to the ordering flow.

Finding a clear way to distinguish Kan Herb’s product lines was an important aspect of the project. We devised the information architecture in a way that’s intuitive and starts from a wide funnel that quickly narrows down to product specifics.