Metagenics

Founded over 40 years ago, Metagenics has consistently been a leader in the supplement space. It has built a strong reputation with both practitioners and customers, differentiated by its high quality and strong market position.However, with the growth of online retailers like Amazon and the shift in consumer habits toward e-commerce, Metagenics recognized the threat of losing market share if they did not adapt to new sales channels to maintain their position as a top supplement brand in the United States. To adapt, they needed to understand the unique journeys of both the customers who purchased their products and providers who promoted and sold their products.

To comprehensively map the customer journey, we conducted in-depth interviews with three key stakeholder groups: Metagenics' internal sales teams and leadership, end-use customers, and practitioners who sell supplements in their clinics. These interviews focused on their relationship with the Metagenics brand as well as the decision-making and purchasing processes.

The interview insights informed the creation of two journey maps, each containing specific recommendations to improve customer experience and drive brand preference. These maps also identified key gaps in Metagenics' competitive market position and opportunities to enhance sales team effectiveness. Because they focused on separate buyer journeys/channels they were able to point out the nuances, enablers, and constraints in each respective journey.

To address the identified buyer experience gaps, Cast & Hue conducted design thinking workshops at the annual Metagenics sales conference. We introduced the entire sales team to design thinking and guided them through three unique design sprints focused on different challenges to develop a truly provider-centric experience. These workshops not only cultivated a human-centered mindset but also produced over two dozen tangible ideas for improving provider relationships.