Key Highlights:
20% boost in clinic signups: Enhanced user engagement led to a significant increase in signups.
60% user pre-qualification: Streamlined eligibility quiz enabled a majority of users to pre-qualify.
Unified app experience: Merged two separate apps into one cohesive platform.
Rapid deployment: Rolled out the new Clinic Tab network-wide just one week after initial launch.
Introduction
With the telehealth market rapidly expanding and becoming increasingly competitive, I took on a project to streamline WeightWatchers' medical weight-loss program into a single, unified app. My objective was to create a seamless experience where users could explore, learn about, purchase, and manage their WW Clinic services all in one place. By integrating these features, we aimed to enhance user satisfaction and simplify the overall process.
Challenges Faced
One of the main hurdles was that users previously had to switch between two different apps, which caused confusion and disrupted their experience. Additionally, our eligibility quiz—a crucial step for users interested in weight-loss medication—was only accessible through an upper purchase funnel not ideally suited for our millions of active members. Without support from user experience research (UXR), we needed to find innovative solutions to these problems.
Design Solutions
Carousel Slider Integration
To address the motivation gap for completing the eligibility quiz, I designed an engaging carousel slider that automatically appears when users access the Clinic tab. This slider features compelling visuals and messaging to highlight the importance and value of taking the quiz, effectively encouraging user participation.
Key Data Point: Implementing the carousel slider increased quiz engagement by making it more visible and appealing.
Seamless Eligibility Access
Understanding that 60% of users pre-qualify for the program, I integrated the eligibility quiz directly into the app experience. This made it easily accessible to our active members, eliminating the need to navigate through a less-than-ideal funnel designed for new or returning users.
Key Data Point: Integration led to a higher pre-qualification rate, tapping into our vast active user base.
Checkout Funnel Revamp
The existing checkout process had a user interface that didn't align with the native app, causing potential friction. I revamped the checkout funnel UI to match the app's design system, ensuring visual consistency and a seamless user experience.
Key Data Point: The updated UI reduced user confusion and decreased checkout abandonment rates.
Results for WeightWatchers and Its Users
The unified app significantly enhanced user satisfaction by providing a streamlined experience. Users could now easily connect with care teams, access medication, and follow their weight-loss program without the hassle of switching apps.
Key Data Point: User satisfaction scores improved due to the seamless integration.
Financial Impact on the Company
The launch of the new Clinic Tab resulted in a 20% increase in clinic signups, substantially contributing toward our business target of acquiring 80,000 clinic members. This not only demonstrated the feature's effectiveness in engaging users but also had a direct positive impact on revenue.
Key Data Point: The 20% signup increase set us on the right trajectory to meet our membership goals.
Rapid Deployment and Strategic Rollout
We initiated a strategic rollout by first introducing the Clinic Tab to a select audience. This allowed us to gather early feedback and ensure a smooth user experience. Just one week later, we launched the feature across the entire WeightWatchers app network.
Key Data Point: Network-wide deployment achieved within one week of initial launch.
Takeaways and Personal Growth
Working on this project without UXR support pushed me to rely on competitive analysis, best practices, and core design principles. It reinforced the importance of user-centric design and the impact it has on achieving business objectives. This experience has made me a more adaptable and resourceful designer, strengthening my ability to drive growth through innovative solutions.
Key Data Point: Leveraged alternative research methods to compensate for the lack of UXR support.
This project not only advanced WeightWatchers' goals but also contributed significantly to my growth as a designer specializing in growth loops and user engagement strategies.
