Cross-channel digital strategy, website and app development

MaxiNutrition is the UK’s leading sports supplement organisation, with multiple brands under the Maxi and GSK umbrella. To enhance the user experience for MaxiNutrition customers, they approached Cyber-Duck to consult on their cross-channel digital strategy.

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We transformed their existing online shop into a high-performance responsive experience tailored for mobile and tablet users. It also saw us produce a mobile application to promote and sell their products on iOS and Android operating systems. Finally, we redesigned and developed a content strategy for MaxiNutrition’s corporate web presence. Our objectives were:

  • Increase MaxiNutrition sales conversions on mobile and tablet devices.
  • Add a native application touchpoint to MaxiNutrition’s cross-channel marketing campaign.
  • Allow users to purchase products by scanning the relevant barcodes from physical posters.
  • Develop a robust content strategy that would enable Maxi to further cement their position as a leader in the sports nutrition market.


We conducted research into user needs by interviewing users and stakeholders: defining the personas that informed design decisions. Firstly, we developed a robust, scalable content strategy for both the corporate website and mobile app. Internationalisation was a key challenge, so we considered how these digital products could roll out in multiple languages. 

The scan-and-shop mobile app

We wrote 'user stories' to define customers' requirements for the app logic and interface. These informed the overall structure, hierarchy and user journey of the app experience.

Our ideas were developed further by running sketching workshops. We gradually built in more fidelity through producing semi-functional prototypes, complete with a polished art direction. Following this, we developed the application natively for Apple iOS and Google Android platforms. This involved a lot of testing and validation, to ensure a smooth experience from scanning items to purchasing online through the app.

The responsive experience for MaxiNutrition's Shop

We worked closely with the in-house Maxi integration team to transform their online shop into a mobile-friendly experience. This involved designing and developing responsive interfaces that could be retrofitted with the existing website and back-end. Throughout this process, we conducted a number of workshops with Maxi’s developers to guide their implementation. The result was a slick, device agnostic responsive experience across any screen size.

Redesigning MaxiNutrition

Finally, we helped MaxiNutrition to redesign their corporate web presence. Our team conducted card-sorting sessions with stakeholders and real users alike, reorganising their previous unwieldy information architecture into a logical structure. We overcame a key challenge: ensuring the website architecture was flexible enough to grow, as MaxiNutrition implemented the new content strategy. This included a more editorial approach to content, such as writing comprehensive expert pieces with tips and techniques for training, nutrition and weight management.

Developing interface prototypes

We prototyped responsive interfaces that could satisfy users of varying knowledge levels. They would display articles, videos and ultimately products to help achieve fitness goals:  aiming to increase strength or improve lean definition. Work was validated by guerrilla-style usability testing in the field, visiting local gyms to speak with users of different abilities. This helped us fulfil the needs of MaxiNutrition’s customer base. The prototypes were developed into fully art directed front-end templates, which we handed over to Maxi’s in-house team with a series of workshops, which facilitated integration with their CMS back-end.

Seamless cross-channel experience

For the app, we implemented a flawless barcode-scanning functionality and custom payment mechanism, which linked to a third party gateway. This meant users could find, learn about and buy products all through a seamless app experience. We developed natively for iOS and Android, so Maxi could pursue a full, integrated marketing campaign that linked their digital and print channels. We also produced versions of the app for different languages, supporting international markets.


The results of our responsive retrofit for Maxi’s online shop were nothing short of astonishing. Following launch, visitors from mobile and tablet devices increased significantly: taking almost a 50% share of total traffic. What's more, conversions on these devices increased by a massive 79% following launch. Overall, this demonstrates the crucial role of responsive design for ecommerce strategies. 

The responsive corporate MaxiNutrition website tied in perfectly with the online shop, as well as Maxi’s wider cross-channel marketing campaign: from TV advertisements, to posters in gyms. The new structure and design made it easier for customers to find information and products (which linked to the shop) that were tailored to their fitness goals, as well as a satisfying experience.


79% increase

in smartphone and tablet conversions

smart phone

50% of traffic

via mobile devices

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