Iakoe x Hiya
Overview
Hiya was founded to challenge the children's vitamin industry by replacing sugar-filled gummies with cleaner, science-backed nutrition designed specifically for kids. As content became an increasingly important part of customer acquisition, Hiya partnered with us to redesign & rebuild its blog—transforming it from an educational resource into a high-performing growth channel with measurable commercial impact.
- User experience design
- Theme development
Background
Hiya has built a trusted reputation by educating parents about children's nutrition through high-quality, evidence-based content. While the blog consistently attracted organic traffic, measuring its commercial impact remained a challenge.
Like many brands, success had traditionally been measured through pageviews & traffic growth. However, those metrics made it difficult to justify continued investment in content because they failed to demonstrate how articles contributed to customer acquisition or long-term revenue.
The team wanted to redesign the blog around measurable business outcomes while creating stronger connections between educational content & ecommerce.
The challenge
The first challenge was redefining success.
Traffic alone wasn't enough. Hiya needed a clearer way to measure how content influenced revenue, customer acquisition, & long-term business growth.
The second challenge was conversion. While readers engaged with educational articles, there were very few opportunities to naturally introduce products within the content experience without disrupting the editorial flow.
Finally, trust & credibility were becoming increasingly important for both readers & search engines. As medical & nutritional content continued to evolve, the brand wanted to better showcase the expertise behind every article while strengthening its authority within the category.
The solution
We redesigned Hiya's content experience around one central objective: transform education into a measurable acquisition channel without compromising editorial integrity.
Measuring what matters
Rather than optimizing purely for traffic, we helped redefine the blog's primary KPI around email acquisition. Strategic email capture points were integrated throughout the content experience, allowing Hiya to nurture readers through dedicated lifecycle campaigns while measuring the downstream revenue generated from every subscriber.
Shoppable content
We introduced modular "Shop the Story" content blocks that naturally connect educational articles with relevant products. Rather than interrupting the reading experience, these merchandising components create contextual opportunities for readers to explore products exactly when they're most relevant.
The flexible component system also allows the team to continuously test placement, messaging, & merchandising strategies to maximize revenue from content over time.
Building trust through expertise
To strengthen credibility & improve Google's Experience, Expertise, Authoritativeness, & Trustworthiness (E-E-A-T) signals, we designed dedicated author profiles that showcase each contributor's qualifications, professional background, & expertise.
By making the experts behind the content more visible, the new blog reinforces trust with both readers & search engines while supporting Hiya's position as an authority in children's health & nutrition.
Built for continuous optimization
Every element of the new blog was designed with experimentation in mind. Email capture, merchandising placements, content modules, & conversion paths can all be tested & refined over time, allowing the content strategy to continuously improve as new insights emerge. The redesigned blog transformed content from a traffic-driving asset into a measurable growth engine for the business. By prioritizing email acquisition & integrating thoughtful ecommerce experiences throughout the editorial journey, Hiya achieved a 71% increase in revenue generated from content, alongside a 118% increase in email sign-ups.
The addition of contextual shopping opportunities also contributed to a 54% increase in add-to-cart rate, proving that educational content can become one of the most effective customer acquisition channels when designed with both readers & commercial outcomes in mind.
Results
REVENUE FROM CONTENT
EMAIL SIGN UPS
ADD TO CART
