WeightWatchers

How a Product Recommendation Quiz Drove a 20% increase in Conversion

Creating a personalized experience to match users to the right product

Project: Redesign WeightWatchers product recommendation quiz, surfacing key features and product value through personalization while improving user experience, interaction patterns and visual design. Produce two variants to test against control.

Total project time: 6 months

My role: Lead product designer and design manager

Partners and stakeholders: Marketing, engineering, QA, legal, data science, human insights, user research

Problem Statement

WeightWatchers is an iconic health and wellness brand with a 60 year history and 3 million active users of its digital product. Its pre-purchase product recommendation assessment was performing poorly, with more that 50% drop-off within first 5 screens, low engagement and a low conversion rate. This conversion funnel also no longer reflected WeightWatcher’s core products and offered little personalization or guidance for new and returning users in their search for the right solution to their weight loss goals.

The challenge was to provide users an immersive and engaging experience, while guiding them towards a product best suited to their needs, budget and level of support, in addition to overhauling the design, user experience and userflow.

Results

We delivered two winning variants that outperformed control delivering 1.2% global impact and a new top-performing sign-up funnel.

 

 

Objective: Redesign and test a new product Recommendation Quiz

  • Create a personalized experience, targeting specific user pain-points, lifestyle factors and goals

    • Generate a personalized recommendation that reflects the users’ responses

  • Deliver 2 design concepts for testing against control

  • Improve visual design, usability and interaction patterns

  • Partner with engineering to deliver concepts within scope and feasibility


Growth Design Process

1. Setting a Goal

  • The team defined clear, measurable goals based on key metrics including conversion rate, completion rate, drop-off rate, sign-up clickthroughs and new and returning user sign-ups.

  • Used SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) to ensure clarity.

2. Analyzing and Researching

  • I conducted a landscape analysis to understand UX trends, user needs, and competitive offerings.

  • I utilized both qualitative and quantitative research methods, including user research and data analytics, to gather comprehensive insights into user pain-points and opportunities.

3. Ideating

  • I organized brainstorming sessions with cross-functional teams to generate a wide range of ideas.

4. Prioritizing

  • I evaluated each idea based on criteria such as impact, feasibility, and alignment with goals.

5. Designing and Building

  • I developed detailed design specifications based on prioritized ideas, collaborating with developers to define constraints, create wireframes and inform backend logic.

6. Testing

  • We launched two variants, with different results screens and segmented audiences via traffic sources to opportunistically gain insight into both new and returning users as part of the test. We also ran another round of validation testing through user research to supplement these findings and understand pain points and areas for improvement.

7. Analyzing Results

  • Data analytics measured performance against the control experience and a clear winning variant was determined.

  • The team summarized insights and recommend next steps for a global roll-out to other markets and further testing opportunities.

This structured approach allowed for thorough exploration and development of growth initiatives while remaining adaptable to feedback and change.

UX problems to solve


Getting buy-in: putting the design strategy in front of leadership

Before starting the design process, I conducted a thorough and painstaking analysis of all historic data; qualitative and quantitative, to form a clear understanding of the weaknesses of the current experience and the opportunities to improve it and move our metrics. This also included a time-consuming but fruitful analysis of competitors and comparators with similar experiences.

Working in a large cross-functional team, I pulled all known-knowns together into a WW presentation deck, speaking the language of corporate stakeholders (slide decks) and winning the support of the team to move forward with the design proposal. Full slide deck and analysis available upon request.


Where we landed

Want the full Story?

I’ll present this case study in my portfolio presentation with your team :) Reach out: lilly@lillyhanscom.com