Consumer-facing site redesign: Diet giant Slim-Fast needed to redesign their consumer website. They contracted with online ad agency Grey Interactive to put together the structure of their "new look", oriented towards "ease of use", self service and building a strong customer relationship. http://www.jcvtcs.com/-experience/grey-adv-slimfast.html

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Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Site
Re-Skinning Guidelines

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Slim-Fast Re-skinning © Grey Interactive 03/15/12
Registration & Membership
•Unregistered Customer Experience
•Registration Process
•Membership Sections
•Meal Plan
•Activity Log
•Nutrition Log

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Top Level Flow Slim-Fast Re-skinning © Grey Interactive 03/15/12
Unregistered Registered
Customer Customer
Slim-Fast
Home
My Slim-Fast
Join Now!
Plan
Enrollment
Survey Meal Plan
Welcome to
Membership
Activity Log
Join Now!
Lifestyle
Questionnaire
Join Now!
Join Now!
Nutrition Log
Join Now!
Getting
Started

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Enrollment Survey Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Survey
(illustration)
Members Sign-In!
Enter your email
Enter your password Enrollment Survey
Content Area
Sign in
Remember me Intro & Questionnaire
Join Now
Disclaimer
Bottom Nav elements

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Welcome to Membership Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Success Stories
Thank you Featured story,
(illustration) blurb
Go to page
My Slim-Fast Plan
Buddies Tips
Diary blurb
Fitness Plan Go to page
Nutrition Log Welcome to the Slim Fast Club
Meal Plan Content Area
My Profile
Weight Chart Intro & Overview Tell a Friend
Change user blurb
Sign out Go to page
Disclaimer
Bottom Nav elements

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Lifestyle Questionnaire (pg 1) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Lifestyle Questionnaire
9 field areas (optionbuttons, dropdown listboxes, and checkboxes)
Save and go to Next page

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Lifestyle Questionnaire (pg 2) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Lifestyle Questionnaire
3 field areas (optionbuttons and checkboxes)
Save and go to Next page

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Lifestyle Questionnaire (pg 3) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Lifestyle Questionnaire
Content
Return to Site

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Getting Started Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Getting Started
Intro
Meal Planner
Description
Go to page
Fitness Planner
Description
Go to page
Food Log
Description
Go to page
Activity Log
Description
Go to page
Disclaimer

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Meal Planner Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Weekly Meals
Intro Nutrition Log
Meal Plan
[# of Calories in current plan] blurb
(illustration)
Adjust My Calories Go to page
Lower Carb
My Slim-Fast Plan
Meal Planner Activity Log
Daily Meal (x7 days) blurb
Weekly Meals
Display Printable Version of menu for day Go to page
Weekly Shopping
List For each of the 6 meals:
(Breakfast, Snack #1, Lunch , Snack #2, Dinner , Snack #3)
My Favorite Meals Link to Recipe Tell a Friend
Link to Alternative Substitute blurb
Schedule Slim-Fast Go to page
Meals Remove
Meal Plan Help
[Closure]
Re-take
Retake Lifestyle Questionnaire reminder
Questionnaire
Remove all checked items
View Last week
Fitness Planner
View Next week
BMI Tool Print all meals
Print all dinners only
Food Log Printer-friendly version
Activity Log
Sign out Disclaimer

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Food Log (a) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Food Log Details
Nutrition Log
Food Log Intro, Overview and Directions
blurb
(illustration)
Go to page
Entries for [ today’s date ]
My Slim-Fast Plan
Synopsis of Meals (x6) Activity Log
Meal Planner Breakfast, Lunch, Dinner, 3 Snacks blurb
Fitness Planner [ Meal #1 ] Go to page
BMI Tool Link to Recipe Remove
Add an item to this Meal
Food Log
Tell a Friend
Food Log Details blurb
Water intake log Go to page
[ Meal #n ]
How to use the
Link to Recipe Remove
nutrition log
Add an item to this Meal
Activity Log Delete all checked items
Sign out Nutritional Information
Breakfast
Lunch
Dinner
Snacks
Last 7 Days
Continued next page …

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Nutrition Log (b) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Synopsis of Meals
(continued …)
Summary of Today’s Nutritional Information
Categories Actual Recommended
(17 Categories)
Define New Food
Define New Recipe
Manage my Defined Items
Daily Journal
Directions / blurb:
[enter text]
To enter information for another date…
Calendar Selector

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Activity Log (a) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Activity Log
Nutrition Log
Fitness Plan [ today’s date ]
blurb
(illustration) Step Your way to success with a Step Counter
Go to page
Slim-Fast recommendations for Stepping Success
My Slim-Fast Plan Directions for how to use Step Counter and Log
Save to my Log Activity Log
Meal Planner
blurb
Fitness Planner Go to page
My Daily Step Counter
BMI Tool Step Counter Summary
Food Log Goal for today: 0 Steps
Tell a Friend
Activity Log blurb
Today I walked: 0 Steps
Step counter & Go to page
Activity log
Areas to improved My Exercise Routine Today
Cardio Calorie Burn Summary
Stretching tips
Walking (moderate) Exercise Facts
Fitness plan help
Change preferences Time (minutes) 30
Sign out
Continued next page …

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Acivity Log (b) Slim-Fast Re-skinning © Grey Interactive 03/15/12
My Exercise Routine Today
(continued….)
Rest Exercise Facts
Time (minutes) 30
Additional comments about today’s workout:
[enter text]
My weight today:
194 lbs / 88 kg
(for calories burned calculation)
Save to my Log
To enter information for another date…
Calendar Selector

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Common Site Sections Slim-Fast Re-skinning © Grey Interactive 03/15/12
The “Common” Site Sections
•Products
•Success Stories
•Tips
•Recipes
•FAQ’s

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Products section toppage Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Products Success Stories
Products Intro, Overview and illustrations Feature story,
(illustration) blurb
Slim·Fast does NOT contain Ephedrine Go to page
Products Product Categories (x7): Low Carb, Shakes, Meal Bars, Hot
Select from list of Meals, Powders, Snacks, Breakfast & Lunch Bars Recipes
product categories blurb
[ Product Category #1 ] Go to page
Select Category Link to Product category
Blurb
Display the clickable
results below. New Products
[Product Category #2 ] Promotional blurb
Link to Product category Go to page
Blurb
Tell a Friend
blurb
Go to page
[Product Category #n ]
Link to Product category
Low-Carb Products Blurb
Promotional blurb
Go to page
Bottom Nav elements

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Product Category template Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
[Product Category] Success Stories
Products Intro, Overview and illustrations Feature story,
(illustration) blurb
Go to page
Product Sub-categories (~2-4)
Products
Meal Bars
Select category: Recipes
Blurb blurb
Low Carb Chocolate Brownie Go to page
Chocolate Peanut Butter
Meal Bars Cinnamon Bun
Chocolate Brownie
Chocolate Peanut New Products
Snack Bars Promotional blurb
Butter Blurb Go to page
Cinnamon Bun Banana Nut
Snack Bars Chocolate Peanut
Banana Nut Cookies n' Cream
Chocolate Peanut
Cookies n' Cream Shakes
Shakes Blurb
Creamy Chocolate Creamy Chocolate
Vanilla Cream
Vanilla Cream
Tell a Friend
blurb
Go to page Bottom Nav elements

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Product Item template Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
[Product item Name]
Success Stories
Blurb, description
Products Feature story,
Serving Suggestions
(illustration) blurb
Cross-links to other flavors
Go to page
Directions on getting Nutrient info
Products
Select category: Nutrition Facts Recipes
Serving Size: blurb
Low Carb
Go to page
Amount per * % Daily
Meal Bars Serving Value
Calories (Energy):
Chocolate Brownie
Chocolate Peanut Calories from Fat: New Products
Butter Promotional blurb
Go to page
Cinnamon Bun
Nutrient List
Snack Bars
Banana Nut (25-30 items: Fat, Carbohydrates, Sodium, etc.)
Chocolate Peanut Mouseover displays glossary definition of nutrient.
Cookies n' Cream
Shakes
* Definition of “% of Daily Value”
Creamy Chocolate
Vanilla Cream
Return to Top of page
Tell a Friend
blurb
Go to page Bottom Nav elements

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Success Stories section toppage Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Featured Success Stories
Tips
Marketing Blurb
Success Stories Personal favorites,
(illustration) blurb
Today’s Featured Success Story Go to page
Success Stories Marketing Blurb, Name,“Before & After” pictures,
Products
Featured Stories Amount Lost, How Long, Today’s Quote
Personal favorites,
Lost up to 20 lbs blurb
Link to Testimonial
Go to page
Lost 20-50 lbs
Lost 50-100 lbs
Featured Success Stories (by Category)
Lost 100+ lbs
Successful Women [ Featured Success Story in Category #1]
Highlight phrase, Before & After” pictures
Successful Men Link to Category
Most Recent Success
Send us your story [ Featured Success Story in Category #n]
Highlight phrase, Before & After” pictures
Link to Category
Tell a Friend Results Not Typical (disclaimer popup)
blurb
Go to page
Bottom Nav elements

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Success Stories (by Category) Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Success Story
Tips
[category] (by Weight, by Gender, by Most Recent)
Success Stories Personal favorites,
(illustration) blurb
Go to page
Principal Success Story: [Name]
Success Stories
“Before & After” pictures, Amount Lost, Products
Featured Stories
How Long, Today’s Quote Personal favorites,
Lost up to 20 lbs blurb
Link to Details Go to page
Lost 20-50 lbs
Lost 50-100 lbs
Other Success Stories in this Category(1-n)
Lost 100+ lbs
Successful Women [ Success Story #1]
Before & After” pictures
Successful Men Link to Details
Most Recent Success
[ Success Story #n]
Before & After” pictures
Send us your story Link to Details
Send us Your Story
Tell a Friend Results Not Typical (disclaimer popup)
blurb
Go to page
Bottom Nav elements

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Success Story Testimonial Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Success Story : [Name]
Tips
Success Stories “Before & After” pictures, Amount Lost, How Long, Today’s Personal favorites,
(illustration) Quote blurb
Go to page
Dear Slim-Fast
Success Stories
Products
Featured Stories Testimonial letter content … Personal favorites,
Lost up to 20 lbs blurb
Signature Go to page
Lost 20-50 lbs
Lost 50-100 lbs
Lost 100+ lbs
Successful Women
Successful Men
Most Recent Success Results Not Typical (disclaimer popup)
Send us your story
Tell a Friend Disclaimer and Send us your story
blurb
Go to page
Bottom Nav elements

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Submit My Success Story Form Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Success Story
Mini-Success
Marketing Blurb
Success Stories Stories
Directions for “how to submit a story”
(illustration) Support the process
1. Fill out the form (below) Go to page
Success Stories 2. Sign the disclaimer form
3. Send “before” and “after” pictures
Featured Stories Mini-Success
To Email materials to Slim-Fast Stories
Lost up to 20 lbs Support the process
Slim-Fast Postal Mailing address
Lost 20-50 lbs Go to page
Lost 50-100 lbs
Lost 100+ lbs My Success Story Mini-Success
20 + fields of information (most are required) Stories
Successful Women
Support the process
Successful Men Send me more Information Go to page
Most Recent Success Marketing Blurb (special offers, samples, etc.)
Yes, from all providers
Send us your story Yes, but only from Slim-Fast
Submit My Success Story
Disclaimer and View Privacy Policy
Bottom Nav elements

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Tips section toppage Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Tips Index Success Stories
Tips Marketing Blurb, Intro & Overview blurb
(illustration)
Go to page
Tips
Top 10 Tips
Top 10 Tips FAQ’s
Content
Eating Tips Link to Reference material (optional) blurb
Go to page
Fitness Tips
Recipes
Eating Tips blurb
Tell a Friend Content Go to page
blurb Link to Reference material (optional)
Go to page
Fitness Tips
Content
Link to Reference material (optional)
Bottom Nav elements

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Top 10 Tips Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Top 10 Tips FAQ’s
Tips Marketing Blurb, Intro & Overview blurb
(illustration)
Go to page
Tips [ Tip #1]
Content
Top 10 Tips Link to Reference material (optional) Recipes
Eating Tips blurb
Go to page
Fitness Tips
[ Tip #2]
Content
Link to Reference material (optional)
Tell a Friend
blurb
Go to page [ Tip #3]
Content
Link to Reference material (optional)
[ Tip #n]
Content
Link to Reference material (optional)
Bottom Nav elements

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Eating Tips Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Eating Tips
Intro & Overview Products
Tips
blurb
(illustration)
Go to page
Snacking
Tips Content
Link to Reference material (optional)
Top 10 Tips FAQ’s
Eating Tips blurb
Go to page
Snacking Dining Out Guide
Content
Dining Out Guide Link to Reference material (optional)
Dining Out Quiz Recipes
blurb
Portion control Go to page
Portion Control
Lo-Cal suggestions Content
Link to Reference material (optional)
Meal Planning
Fitness Tips
[ Tip #n]
Content
Tell a Friend Link to Reference material (optional)
blurb
Go to page
Bottom Nav elements

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Fitness Tips Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Fitness Tips FAQ’s
Tips Intro & Overview (contextual)
(illustration) blurb
Go to page
Tips Exercise / Walking
Top 10 Tips Content Success Stories
Eating Tips Link to Reference material (optional) blurb
Go to page
Fitness Tips
Exercise / Walking
Basic Calorie Basic Calorie Burners Recipes
Burners Content blurb
Link to Reference material (optional) Go to page
Tell a Friend
blurb
Go to page
Bottom Nav elements

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Recipes section toppage Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Recipes
Intro & Overview Portion Control
Recipes
blurb
(illustration)
Go to page
Featured Recipe (s)
Recipes
Find Recipes Description, image Snacking
Link to Recipe blurb
Lo-Cal Cooking Tips
Go to page
Description, image
Submit a Recipe Link to Recipe
Dining Out
Guide
Find a Recipe
blurb
Description of Search Tool
Tell a Friend Go to page
blurb
Go to page
Personalized Meal Plans
Promotional blurb
Go to page
Bottom Nav elements

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Recipe Search Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Find Recipes
Intro & Directions Portion Control
Recipes
blurb
(illustration)
Go to page
Text Search [enter text] Find it
Recipes
Attribute Search
Find Recipes Click to select Snacking
Lo-Cal Cooking Tips By Category Appetizers blurb
By Key ingredients Soups Go to page
Submit a Recipe By Occasion salads and dressings
By Calorie count sandwiches
Dining Out
By Prep Time Poultry Guide
fish and shellfish blurb
Go to page
Search Results for: Soups
Tell a Friend
blurb Recipe #1 Personalized
Go to page Meal Plans
Recipe #2
Promotional blurb
Recipe #3 Go to page
Recipe #4
Recipe #5
Click on a Recipe to view it
Bottom Nav elements

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Low-Cal Cooking Tips Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Low-Cal Cooking Tips
Intro & Overview Portion Control
Recipes
blurb
(illustration)
Go to page
Recipes [ Tip #1]
Content
Find Recipes Link to Reference material (optional) Snacking
blurb
Lo-Cal Cooking Go to page
Tips
[ Tip #2]
Content
Submit a Recipe Link to Reference material (optional) Dining Out
Guide
blurb
Go to page
[ Tip #3]
Tell a Friend Content
blurb Link to Reference material (optional) Personalized
Go to page Meal Plans
Promotional blurb
Go to page
[ Tip #n]
Content
Link to Reference material (optional)
Bottom Nav elements

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Recipe template Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Portion Control
Recipes Recipe Details: [Recipe Name]
blurb
(illustration)
Intro & Overview Go to page
Recipes Preparation Time:
Find Recipes Servings: Snacking
Ingredients: blurb
Lo-Cal Cooking Tips Directions: Go to page
Nutritional info:
Submit a Recipe
Calories
Protein Dining Out
Carbohydrates Guide
Total Fat blurb
Fiber Go to page
Tell a Friend Sodium
blurb Cholesterol
Go to page Calcium Personalized
Meal Plans
Appears in Menu Promotional blurb
Go to page
Bottom Nav elements

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FAQ Topic Index Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Frequently Asked Questions Topic Index
Intro & Overview
FAQ’s
Customer Support phone number, email address
(illustration)
If you have a Question about:
FAQ’s
+ Lo-Carb Issues
Topic Index
Chats + Slim-Fast Products (ingredients)
Reference Library
+ Problem areas
Ask the Dietician
Contact Us - Fitness and Exercise
•Fitness and Exercise question #1
Search
•Fitness and Exercise question #2
Enter text to search
•Fitness and Exercise question #3
Find it •Related Chat
•Helpful Reference Material
You can also search
for pages on this site
that contain specific + Pregnancy
words.
+ Using this site
Bottom Nav elements

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FAQ Item Slim-Fast Re-skinning © Grey Interactive 03/15/12
Slim-Fast Header & Navbar
Frequently Asked Questions
Blurb Related Chat
FAQ’s
Go to FAQ Topic Index blurb
(illustration)
Go to page
FAQ’s Fitness and Exercise question #2
Topic Index Related Reference
Answer to the question…. Materials
Chats
blurb
Reference Library Related Link(s) Go to page
Ask the Dietician
Contact Us
Search
Enter text to search Other Fitness and Exercise Topics
Find it •Fitness and Exercise question #1
•Fitness and Exercise question #2
You can also search
•Fitness and Exercise question #3
for pages on this site
that contain specific
words. Haven’t answered your question?
Ask the Dietician or Contact Us
Bottom Nav elements