Overview
As a design co-lead on this platform initiative, I helped shape the overall product vision while leading a pod focused on the growth tracking, contact management, and business insights features. I guided my team in designing these features end-to-end, ensuring alignment with the other pods to deliver a cohesive user experience across the platform. I collaborated closely with product, engineering, business stakeholders, research, and content to ensure our solutions met user needs, supported business goals, and scaled effectively.
I also co-lead the delivery and testing of a prototype through close collaboration and iteration. The prototype boosted user satisfaction and task completion rates, and most importantly, left the testing group feeling empowered to grow their businesses.
Goals:
Overall: Create a holistic, scalable application for users that efficiently manages their growing business needs while adapting to their varying levels of business complexity and technical expertise
Growth Tracking: Introduce a way for users to visualize their progress in the Herbalife Marketing Plan that promotes the achievement of their growth goals
Contact Management: Enhance the existing contacts feature by making its content richer, more insightful, and more actionable
Business Insights: Present a detailed and comprehensive view of users' business performance by important metrics with practical suggestions
ROLE
Co-Lead Designer (1 of 3)
RESPONSIBILITIES
Vision Setting
End-to-End UX/UI Design Process Leadership
COLLABORATORS
40+ teams: UX Design, Product, Business, Research, Content, Development
TIMELINE
Q3 - Q4 2023
TOOLS
Figma, FigJam, Miro, UserTesting, Adobe Analytics, Notion, JIRA
The Challenge
An existing outdated, fragmented platform—spread across multiple apps and sites—which led to low usage, poor user satisfaction, and forced users to create third-party workarounds the business couldn’t track or learn from.
Equip users with a centralized tool for key business functions, while enabling behavior tracking to generate actionable insights.
An intuitive, effective tool that streamlines operations and supports business growth.
In Person Kickoff
Our team conducted a two-day workshop to audit existing tools, document user pain points, and identify opportunities across all features.
We outlined a 3-phase approach used to rapidly develop designs to be tested with a testing group of 50 users.
Research & Discovery
Ideation & Concept Development
Testing & Validation
PROBLEM TO SOLVE
The current experience is disjointed, difficult to use, and not particularly useful to users.
Gathering Insights
Numerous research activities revealed overall platform issues as well as feature specific issues. These insights shaped early iterations, prioritizing usability, personlization and simplicity.
Research Activities
Jobs to be Done
Mental Models
Benchmarking
Journey Maps
Quantitative Data Analysis
Experience Walkthrough
UX Audit
Workshops
User Interviews
Persona Development
Emerging Themes:
Users need to feel like they have what they need to achieve their goals
Tailor recommendations based on user data and situational possibilities
Users need reduced complexity to promote task completion
HOW MIGHT WE
How might we pull all of the features from the different tools under one roof and enhance them in a way that makes them more useful and accessible to users?
Multiple Iterations
To meet tight deadline, we prioritized rapid iteration, starting with mid and high-fidelity mocks. Collaborating closely with Product, we refined key areas within the Growth Tracking, Contact Management, and Business Insights features.
Growth Tracking
Users aiming to grow their businesses must advance through multiple levels by boosting their Total Volume, therefore tracking Volume Points was an essential task for users at all levels. The existing platform experience made it so exceedingly difficult for users to track their Total Volume that a group of users created their own third party solution which connected multiple tools to gather all necessary data to calculate their Total Volume.
Pain Points to address:
Contact Management
Users needed to be able to access all of their contacts from various apps in one place in order to stay up to date with their downline and effectively sell to their customers. The current contacts experience was very disjointed and made even the most basic contact relationship management tasks difficult to perform.
Pain Points to address:
Business Insights
Users base their decisions on the performance of their businesses which is shaped by complex business rules that vary from user to user based on the business strategies they employ and the channels they operate in. They needed to be able to see how the performances of all aspects of their businesses merge into one overall performance indicator. The current experience did not allow for these different channels to be merged into one place thus causing users to use multiple apps and tools to get a comprehensive view of their overall business performance.
Pain Points to address:
Testing the Solution
After initial iterations, unmoderated testing with 50 participants spread evenly across the 5 personas validated that a more usable, personalized, and simple experience led to increased satisfaction, task completion, and a prevailing positive sentiment. Captured user feedback and observed cursor behavior patterns led to refinements of the content structure and tweaks to the visual design.
Prototype Testing Learnings
The MVP Flows
The final MVP delivered a cohesive, holistic platform experience that empowered users to achieve their individual business goals
Growth Tracker
A major challenge was the outdated, fragmented platform—spread across multiple apps and sites—which led to low usage, poor user satisfaction, and forced users to create third-party workarounds the business couldn’t track or learn from.
Contact Management
A major challenge was the outdated, fragmented platform—spread across multiple apps and sites—which led to low usage, poor user satisfaction, and forced users to create third-party workarounds the business couldn’t track or learn from.
Business Insights
A major challenge was the outdated, fragmented platform—spread across multiple apps and sites—which led to low usage, poor user satisfaction, and forced users to create third-party workarounds the business couldn’t track or learn from.
IMPACTS
The Results
The project enhanced user satisfaction, improved task completion, and set a foundation for scaling the platform as new tools emerge in the future. By proving the value of AI-generated recommendations , we established a model for integrating AI into future features, and eCommerce experience, ensuring Herbalife leads the way among its competitors.
USER SATISFACTION
task completion
described MVP as empowering
What I Learned
Centralized solutions drive organic engagement
Gen AI unlocks endless possibilities
Cross-team alignment creates holistic solutions
U.S. BANK
Redesigning the Business Banking Experience
Transforming the U.S. Bank Business Banking website into a streamlined, user-friendly modern platform aiming to enhance customer relationships while empowering business owners.
BOUNCE RATE