Date #10 · 1 Min. read
Goldenbody: What we learned from our first project
Goldenbody was our first major project. It taught us a lot about Mobile First, testing, data, content and working across several systems.
First published in the HUX Date newsletter.
-
The start of HUX Agency
This was basically the starting point for HUX Agency. Someone at Goldenbody knew me from school and connected me with founder Laura.
Laura had spent many years building the brand. Then growth suddenly accelerated. For me, it is a great example of what consistency, discipline and patience can achieve.
She focused on nutrition and fitness, produced content for years and built a strong community around it. Laura is the brand. The trust from her followers was earned over many years.
-
Three systems, lots of data
We started with a questionnaire to define the project requirements, followed by a branding workshop. It quickly became clear that we also needed a separate workshop for the product strategy.
The product range was broad, so the first step was analysing the data. The frontpage was on Wix, the shop was on Shopify and all video content lived on Virtuagym. Three systems also meant three different data streams.
Once the web design was approved, we had a much better understanding of the internal processes. That also allowed us to show which workflows could be automated using the OpenAI API.
-
Our biggest lessons
- Take Mobile First seriously: Mobile can easily be forgotten during the design phase when everyone spends the whole day working on laptops.
- Define content clearly: A detailed concept and clear content guidelines are essential.
- Testing never really ends: iOS does not support certain parallax effects. Users can also see different content in the same browser depending on where they came from. Plugin dependencies can become expensive too. One translation app cost us several weeks.
-
Analyse first, build second
One consequence of the project was clear: before building new features or sections, we first analyse what is actually needed.
For this, we use tools including Hotjar and TrueROAS. Hotjar gives us heatmaps, A/B tests, user behaviour tracking, NPS surveys and exit intent surveys. TrueROAS helps us understand where revenue is actually coming from when Shopify, Google and Meta all show different numbers.
Together with Google Analytics and Shopify itself, these tools are enough for our data analysis.
