Panacea Life Sciences

BRINGING A BREATH OF FRESH AIR TO THE CBD INDUSTRY.

In a crowded CBD marketplace, Pana was looking to refine its unique value proposition through messaging both online and in-store.

 
 

Role: UX/UI + Strategy

4WK Design Sprint

Tools: Figma + Adobe XD

 

OBJECTIVE

Increase brand awareness in an increasingly crowded marketplace.

GOALS

Increase brand awareness and affinity.

Boost product sales online and in retail.

 
 

THE PROBLEM

Pana is struggling to gain traction in an increasingly competitive and saturated marketplace. In Colorado alone, there are over 35 CBD companies. Additionally, Pana recognized that many people do not understand the benefits and uses of CBD which makes it challenging to convert new customers.

 
 

HOW MIGHT WE…

make knowledge about CBD and its benefits more accessible and understandable to customers in order to feel confident in their product purchases

 
 

SOLUTION

Increase product sales through clean and clear design that is transparent in tone and educational value. Additionally, boost retail partnerships and sales by providing small businesses the resources and tools needed to feel confident talking about Pana CBD products.

 
 

Home page that highlights Colorado pride and confronts confusion surrounding CBD right away.

 
 

Learn page that directly addresses many CBD misconceptions to help inform and put potential customers at ease.

 
 

Product page with an emphasize on product benefits through the use of icons.

 
 

 

Pana Style Tile

 
 

Simplification of Site Information Architecture

 
 
 
 
 

RETROSPECTIVE

Challenges:

  • Finding the right niche in the industry after competitive analysis.

  • Succinctly explaining the benefits of CBD and the difference from Marijuana.

If I Had More Resources:

  • Interview Pana customers to understand how they overcame their misconceptions surrounding CBD.

  • A/B test headlines to capture and convert site visitors.

What I Learned:

  • Customers are notoriously wary of new products and need to be handheld throughout the process.

  • Less is more - providing customers with too much information can create decision paralysis and ultimately drive potential customers away.