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CLIENT
IFF - Howaru Probiotics
ROLE
Art Director
UI/UX Designer
THE CHALLENGE
Howaru needed two distinct websites—one for everyday consumers curious about probiotics and one for healthcare professionals seeking rigorous scientific data. The existing digital presence was fragmented and the only presence was through the coporate business partner page. This overwhelmed consumers with strain names and jargon instead of health benefits, and made it difficult for HCPs to quickly access clinical research. Both audiences required a modern, trustworthy experience that balanced science with usability and could scale as new research and products were introduced.
THE SOLUTION
We redesigned both sites with user-centric architecture and flexible components. For consumers, we shifted the focus to health topics like digestive or immune health, simplifying complex science with approachable visuals, clear hierarchies, and modular layouts that marketing teams can easily update.
For HCPs, we built a streamlined research hub with advanced search and filters, strain detail pages, and downloadable resources, all styled in a professional, data-forward tone that still aligned with the consumer brand. Together, the refreshed platforms improved engagement, reduced friction, and established Howaru as both a credible scientific authority and an accessible wellness brand.
After launch, it became aperent to the client that less doctors than they had realized were actually highly knowledgable in the different strains of probiotics.
To increase awareness we created a "Strain Selector" tool to help healthcare professionals choose the correct strain when recommending probiotics to patients.
© Lea Selekman 2025
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