Retrofit Flagship Product Creation


The Opportunity

• This was an exciting chance to guide this B2B and B2C health & wellness product from one based on engineering and doctoral studies alone to one incorporating product, business, and participant needs. My opportunity was to create a UCD-focused process and product with an improved UX, aiming towards greater engagement, increased health and wellness for participants, with a focus on behavior change and positive outcomes in the program. This in turn created the environment for happier and healthier participants, happier stakeholders and partners, and more funding for the organization. The old experience didn't allow participants to get the most out of their program and didn't reflect the impactful and potential features/ interactions of this doctor-sponsored program.
• There were inconsistencies and inefficiencies in the way the product was designed, how it looked and behaved, how the company approached their process internally so there was an opportunity for an overhaul in product creation.

My Role

• UX / Product Design Lead
• UI / Visual Designer
• Interaction Designer
• Information Architect
• Copywriter
• Test Facilitator
• Researcher
• Product Management for UX Projects
• Design QA
• Strategist
• Supervisor of Junior Contractor


• Extremely low on UX resources and support given the breadth of feature and product needs and company expectations. Budgetary and time constraints limited our amount of time and effort.
• Working with an overseas development agency created time inefficiencies, language barriers, and quality investment issues.
• Lacked Dev resources
• Could not get access to direct users because of confidentiality agreements and HIPAA compliance
• Feature expectations changed often during releases and product pivoted to native app mid-way through feature UX build.
• Our market and user data was limited because of missing tracking and Product resources.


Created all new and refreshed user experience for web (desktop and mobile) and native app (iOS and Android) based on data, research, and psychological principles. This included all wireframing, prototyping, usability testing, UX/market research, product planning and documentation, QA, visual design, data read, and testing strategy.
Created refreshed and consistent UI kit and full visual design system, resulting in greater brand consistency, easier code implementation, consistent visual design experience for participants.
✓ Initiated, authored, facilitated, designed, and summarized into plans all user tests. User tests were highly successful, from response by participants to task completion success and refinement focus.
Provided Design Day ideation/workshops with the company to help involve internal employees with our vision
Evangelized the importance of UX and product quality through quality assurance processes and standards and through guides, info sessions, online documentation, kick-offs, product organization, and integration of UCD throughout process.
Recruited multiple developer and designer contractors from personal UX network, and assisted in hiring new UX support.
Learned more about behavior change, psychological principles, and outcomes in general and in relation to health and wellness through research, workshops, surveys, data read, and more.

Customer, Market, Product Research & Data Analysis

I studied and administered qual and quantitative surveys/data, outcomes, and device info to ensure our interface is focused on what works and to identify key takeaways for our UX overhaul.

I conducted research including a Heuristic Evaluation using an advanced heuristic evaluator methodology I developed that includes a Likert scale evaluation of usability principles and a final grade chart; Competitive Analysis showing strengths and weakensses of competitors in our space with actionable takeaways, Customer Emotion Mapping overlayed with program KPIs, Low-fi Personas, Heatmapping analysis, internal interviews and Coach surveys, Pyschographic Studies in tandem with Kellogg University, remote unmoderated Usability Testing, Google Analytics data analysis, and a refreshed study of outcomes and device data to ensure our interface is focused on what works.

Product Testing

I lead and analyzed all of our pre-and-post launch testing including remote unmoderated user testing, interviews/surveys, heatmapping analysis, and plans for optimization testing company-wide using all sources of data available; and created actionable plans to improve our product based on my findings. I was able to learn important things about participants behavior and motivators.

UI Kit

I created our new look and feel for the Coach Dashboard web and native app, and developed a brand/UI style guide.

I designed collateral for our new digital brand, including UI Kit, Icon Library, and Photography Mood Board. I supervised a production assistant who helped with creation of assets.

Native App & Web - Psychological Principles: Simplifying, Personalizing, Integrating, Automating, Anticipating, and Gamifying

I didn't want to just build features for our new user experience. My aim was to apply neuroscience and psychological principles to predict and explain how our users think and act to affect real behavior change, based on our research, and to reduce cognitive load.

I applied neuroscience and psychological principles to predict and explain how our users think and act, and to help usher in real behavior change towards outcomes through effective interactions. My further was to evoke motivating emotions (benefits) and positively affect brain chemicals (dopamine and cortisol), promote feedback and engagement, provide social and physical context, ensure outcomes and reduce risk, and reduce cognitive load. I did this by studying why our users use our product and how their interactions could improve.

Anticipation and Novelty

In order to create a sense of anticipation for our users, which would in turn generate excitement and increase engagement, I created visible and contextual goal and outcome simulation (goals building towards total (pie-hole visuals), body simulators, outcome simulators, activity trends and anticipated results), short-term goal achievement, and community support. I initiated a database of new facts for users to learn and fresh plan items or rewards from coach/system creates novelty which triggers hits of dopamine in the brain.

Positive Reinforcement and Empowerment

Here you'll see examples of reward upon success, instant goal effect, flattering and likable system voice and tone, community accolades, human contact (reduces cortisol), capacity to overcome challenges by investing in curiosity (dopamine), growth, learning, and development (Learning Center, robust Help Center, Did You Knows, and coaching) in order to create a pleasing experience for users.

Creating Healthy Eustress

The ideal phase of cortisol (the stress hormone) is the eustress stage is in the eustress stage. During eustress, healthy levels of cortisol facilitates action and drives behavior, which then over time changes beliefs (deeper ingrained). Healthy eustress is, in part, created by helping create anticipation and challenge. I aimed to do this through the following: Strategic coach intervention/ interaction, weekly progress reports, Action Center due dates, set goals, community accountability, and gamification/challenges; Eliminating barriers to remove the threat that turns eustress into distress. Adopting Loss Aversion techniques by making goals clearer to measure/read and therefore making goals not met more clear.

Promote feedback and engagement

Through feedback opportunities, easier messaging interface, weekly progress reports, daily and monthly goal trends, Journal, robust community forum, and refreshed email strategy and design, we can increase engagement and promote a conversation from participant back to our system and coach.

Provide social and physical context

Humans find identity, challenge, comfort and support through social comparison, competition, self-identity, and expression. This is an important part of a weight loss product because folks tend to compare and simulate based on their peers, and find their identity through emoting and expressing, so we wanted to ensure their peers and their larger community was easily accessible and affective in their experience. I departed from the company before I finished the Community feature so that is not well represented here.

Native App & Web - Coaching Platform Dashboard

I designed our new dashboard experience for clients

The experience was well received by participants in all user tests. Lessons learned included the revamping of a 'dashboard' concept in native app versus how participants think of a dashboard on web, and I was able to focus in on features that were most appealing to users.

Native App & Web - Onboarding

I updated the entire onboarding experience for new participants applying for the program and for those accepted and not, with a focus on decreasing cognitive load, giving immediate feedback, and guidance on next steps. Great importance was put on creating a connected experience between devices and interfaces.

Users gave us feedback that they were frustrated with how confusing and overwhelming the application, the initial checklists, choosing a coach, and the program itself were. I got feedback through user testing and surveys that helped me refine this ux. It was important to create a connected experience between desktop, native app, and email in order to allow the participants to register, access, and learn from anywhere, as well as to guide them through the first steps like choosing their coach, and completing their forms. Here's a peek into a few of the new onboarding screens I created to help users through their new wellness program. It was well received in our user tests.

New email designs corresponding with registration process as part of a system-wide notifications re-strategizing I initiated and began planning

Native App & Web - Messaging

We needed an entirely new and fully robust messaging feature, which was aimed to help users communicate more effectively with their personal coach, their help center, and others.

This feature included Search, all mail functions such as voice notes, SMS, filtering/sorting, favoriting, photo and emotion messaging, and more. It was a complicated and highly needed feature that I'm proud to have made as simple as I could. It was well received in our user tests.

Native App & Web - Goals & Logging

Info coming soon


Native App & Web - Planning & Tracking Calendar

I created a planning and tracking calendar aimed at helping participants chronological thinking styles, giving users a birds-eye view and micro-view that connects their activity with their progress.

During my research it became clear that humans often think chronologically when it comes to goals, and that a planning calendar which overlays goals with appointments, activity, and progress would be the perfect solution to help our participants track and engage. This calendar would help users see their progress from a birds-eye view as well as from a micro-view, and they would be able to see how everything they're doing connects and progresses together in this one place; and ultimately, how all of their activity affects their outcomes.

Web - Learning & Help Centers - In Progress

A great way to engage participants is to encourage and satisfy their curiosity, as well as to create an autonomous environment in which the person always feels solutions and answers are easily available.

My goal with these features was to give our users a one-stop-shop to get any questions answered and to learn more about the program and wellness. The aim of the Help Center was also to increase user autonomy and decrease company costs by lowering calls to our customer service department. Due to budget and time restrictions, I left the organization before I finished work on these features.

Native App & Web - Journaling

I began to create an area for participants to express their emotions and to overlay their emotions with their behavior and activity, to see how their feelings were affecting their outcomes.

Studies have shown that participants who express their emotions reach their goals more often and more quickly. Studies have also shown that emoting in general is therapeutic and positively affects the emotion center of the brain, the amygdala. Due to budget and time restrictions, I left the organization before I finished work on these features, but the end goal was to give the user the ability to see their emotion overlays on all their goals/progress charts and graphs as well.

Native App & Web - Sign In & Account Settings

Info Coming Soon


Internal Process Improvement & Product Management

I integrated UCD-and-product processes and docs for better prioritization and optimized communication inside the Agile dev environment.

Due to startup growing pains, there was a need for greater process that allowed UX to flourish inside an overseas Dev team with no Product Manager and no Tech Lead. I created Challenges & Solutions logs which housed and prioritized all ideas/features, a UX Wiki and Newsletter to share important UX News and materials, Process documents and lists in Trello and Google Docs, a Testing Optimization Planning to help get the company on board with testing and the strategy needed to make that happen, and I created and managed JIRAs for myself and the Dev team where UX was concerned.

If I've piqued your interest or you have questions, please reach out. Unless you're a bot, in which case, please do not.

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