Designing for Health & Wellness

My duties and commitments to the team, and summarised portfolio pieces

  • Organised a team of 3 designers and 4 developers to deliver on time while making sure they upskilled.

  • Oversight of digital and physical campaigns. Often times both at the same time.

  • Collaborate with our customer service team to unveil issues within our platform.

  • Worked closely with the C level and VP to define the roadmap and deliverables, always prioritising data over opinions.

  • Review data and strategising how to make them actionable items in design within sprints.

  • Coach and mentor on the importance of good user and customer experience across multiple channels.

  • Help defining customer journeys and service blueprints.

Lead Designer Responsibilities

  • Introduce A/B testing methodology and frameworks.

  • Data analysis to drive user experience.

  • Multiple cross platform campaigns (case studies here)

  • Improved conversion rates on our evergreen funnels.

  • Improved optin rates.

  • Coach and mentored the technology team.

  • Drove the redesign of both platforms across multiple different platforms (iOS, Android, Roku, Web, Amazon)

  • Implemented the Marketing and Product roadmap.

  • Won a tender for a prime athlete for a worlwide webstore and hydration powder.

  • Each funnel had a branch of the design system for branding purposes.

Lead Designer Achievements:

We followed a Lean UX Cycle methodology. It was really handy to speed up the design process while working smarter. It was driven by customer value, so if it wasn’t showcasing business value and customer desirability, it wasn’t making the pipeline for longer than the testing period.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this page. All information in this case study is my own and does not necessarily reflect the views of FoodMatters Inc. or FMTV.

CASE STUDY #1

Beauty, Sking & Gut Summit

My first launch at FoodMatters was a female target summit consisting in natural remedies, and recipes with video modules. Learned a lot about funnel strategy in my first 3 months.

“This has been such a well thought out and presented summit, it was really inspiring and beautiful”
— Marin, 42, Portland Oregon

The Team

1 Lead designer (me)

1 User Experience designers

1 Product Owners

1 Marketing Lead

3 Devs (leads, front end, back end)

The Timeframe

6 Weeks

The Design Framework

Lean Methodology

My Role

As the lead designer in the company I got tasked to review the previous Summit that had an amazing conversion rate and find any problems through user experience and analytics + bringing a new fresh look to it.

The key themes that came out of that process:

  • How might we deliver something more meaningful to our users?

  • How can we improve our conversion rates?

  • How can we improve our digital and physical footprint with new clean cut designs?

  • "The main focus was teh day to day pages but we also put some robust frameworks for our lead generating strategies with different funneling techniques"

Flows and Funnel Strategy

We started with strategy and defined the brand and it’s target audience. Since we were talking about a new company we started by defining the brand attributes and created a brand statement.

Regarding the users I was happy to find out that the team has already been talking to their target audience and had a lot of insight so it was only a matter of consolidating the findings to form a user persona.

After that I proceeded with creating a flowchart (showed above) showing how the platform would be organised. The team had some features in mind I didn’t know of so I made sure to discuss them and include them in the plan accordingly.

And then Wireframes

After we defined the flow and thus what screens we needed I proceeded with creating the wireframes to explore the experience in more detail on a screen-by-screen level. The main focus was the day to day summit pages with a sales focus at the end of each day to unlock better rewards.

Key Outcomes of the Process

  • Think

    Review previous summit and funnels through UCD analysis and data analysis.

    Hypothesising on how to avoid friction and drop-off points.

    Create a blueprint of how it will work and might be generic for future funnels.

  • Make

    Create wireframes, and validated them with key stakeholders. We had a lot of data from previous funnels and summits.

    Elevate the UI and Design System Language for the summit.

    Drive development and design vision of the new funnel and platform.

  • Check

    A/B testing checking every two days for winning options in order to drive users to the winning combinations.

    Strategise new hypotheses on a 2 week basis.

    Deliver and Report results of testing.

    Generating learnings for next funnels.

This is just some of the collateral we’ve created for
the summit

Physical and Digital.

Results

The new launch was a success from a metrics perspective, it was a gigantic team effort that paid well by the end of the day. We utilised this methodology for the upcoming funnels, and we made it an evergreen one.

The Learnings

With A/B testing you get two things, new conversion rates and new experience learnings, here are some of what we discovered across the summit:

  • Conversions increased dramatically when images where optimised correctly, most likely due to loading time going down and content being acquired faster.

  • Congruency across the design and copywriting from top of the funnel to end of the funnel showcase the best conversion rate.

  • Video background vs Image background saw a marginally higher uptake when opting in to the summit, potentially to the excitement produced by video vs imagery.

  • Summit pages templates and navigation day to day saw a better uptake compared to previous summit, we redesigned the dashboard.

All of these insights translated to our other templates in the company, boosting majorty of conversion rates and revenue to the wider business

I’m currently working on the following case studies…

Transcendence Movie Launch

The newest and biggest movie they released with major figures such as Novak Djokovic. I had the luck of work on the creatives from movie posters to email strategy with our marketing partners

SILA Hydration

Packaging, branding, logos and international store strategy and concepts. It came to an end shortly after losing that 2nd round of the AUOpen due to partner/investors and sponsors agreements.

Sometimes is difficult to find time to write these when you have a full time job, a dog, and a rad surfing life…

FMTV & FoodMatters Revamp

We decided to take the lead on revamping the website and app based on the learnings we had. It was a great success story, as the company got bought by a major competitor in USA