We included icons for each of the benefits to help users identify what they are looking for, e.g., heart health. We also included images of real ingredients to help users connect vitamins like beta-carotene to simpler foods like carrots. Centrum’s branding includes the full rainbow, so we used all the colors to identify product lines and benefits. Now users can find exactly what they are looking for and better understand what’s inside their multivitamins.We also created a quiz to help users find the right vitamins for them. Overall, the site redesign is a much more modern experience with clear user flows for those looking for products, information about vitamins, or even the science behind them.