iHerb is the world’s largest ecommerce platform dedicated to vitamins, minerals, supplements, and a wide range of health and wellness products. Serving over 10 million customers with more than 50,000 products, iHerb provides detailed product information to help users make informed choices. Yet, while product data is comprehensive, there was a notable absence of personalised support focused on the user’s unique health needs.

THE CHALLENGE

Users of iHerb face an overwhelming array of products and information that can make decision-making difficult. Benchmark analysis showed that competitors overwhelmingly focus on showcasing extensive product selections, often inundating customers without tailored assistance. No existing marketplace prioritizes personalized features that help users navigate their health conditions and preferences alongside these product options.

User research revealed that customers are motivated primarily by improving or maintaining their health and valued independence in managing wellness. They expressed a clear desire for better personalisation and guidance in selecting products suited to their allergies, sensitivities, and health goals. Cost of living concerns and a curiosity for exploring new health and wellness experiences also surfaced strongly, as identified in an affinity map from interview data.

A key user persona, Fit Fiona, exemplifies this challenge: Fiona is a busy market researcher striving to balance work life with holistic health, yet struggles to find relevant information that aligns with her specific needs when purchasing supplements.

THE SOLUTION

To address these needs, a dedicated Health Profile feature was designed as a personalised health and medical card. This feature offers users a place to record preferences, allergies, skin type, sensitivities, a history of product efficacy, and health goals. Integrated throughout iHerb—accessible from the homepage, dropdown menus, and product pages—the Health Profile helps streamline decision-making.

The user flow guides customers smoothly through creating and managing their profiles. The design took inspiration from iHerb’s existing brand style, ensuring a seamless, familiar experience. High-fidelity prototypes were developed to reflect iHerb’s look and feel and prepared for usability testing.

In testing with five health-conscious participants aged 30-40 who regularly use iHerb, the feature received positive feedback. Users appreciated how the Health Profile removes the burden of independently cross-referencing product ingredients with their personal health considerations. Placement of the profile on product pages was lauded for clarity—users could easily see how a product matched their profile and receive relevant article recommendations that enhanced their understanding beyond marketing messages.

Iterations addressed initial confusion around prompt layouts to improve the flow and usability of the profile creation process.

NEXT STEPS

The Health Profile feature proved valuable and straightforward, with participants eager to use it regularly. Future plans include expanding the feature to cover a broader range of health concerns and developing algorithms to match products more accurately with users’ medical histories.

By introducing this personalised health-focused tool, iHerb takes a significant step toward empowering users to make safer, more informed wellness choices aligned with their individual needs.