Building Nuun’s eCommerce Community Experience

January 18, 2019

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Nuun has been providing athletes with an electrolyte-rich, low sugar, alternative to sports drinks for the past 12 years. A single Nuun tablet consisting of clean ingredients can reenergize even after the most intense of workouts.

Sometimes, though, all it takes is a long day of work to make you feel like you just ran a marathon — and for that reason, Nuun decided it was time to market these hydration tablets for everyday use. It was essential that Nuun’s reimagined eCommerce experience satisfy two critical needs: educating those who are unfamiliar with the benefits of the brand, while at the same time building a community of brand loyalists.

Margarito Mejia Zehner’s Art Director

When it came to the design of the homepage, it was crucial that we clearly educated the user on the form factor — that unlike more traditional electrolyte drinks, Nuun tablets will dissolve into a glass of water. We achieved this by instantly boasting a suspended Nuun tablet on the homepage, behind a background of effervescent bubbles.

After a single visit to the homepage, a first time user will immediately understand what it means to hydrate with Nuun, creating a completely seamless and intentional eCommerce experience.

To honor the brand’s ardent advocates, “we were able to build a custom Django application, creating the Nuun Tribe — a community of active users and athletes. Run on completely user generated content, the Nuun Tribe empowers users to manage their own content through the creation of athlete and team profiles, along with sponsored events,” explains Amanda Kinkeade, Project Manager at Zehner.

Zehner and Nuun worked collaboratively to bring together first-time and longtime users, ultimately realigning the brand around community, education, and the Nuun lifestyle.

To learn a little more about our work with Nuun, check out our case study here.


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