DESIGN THINKING • DESIGN SYSTEMS • BRANDING & IDENTITY
WW WellnessWins
my role
lead visual UX designer
STAKEHOLDERS
CONTENT DESIGn
PRODUCT
ENGINEERING
USER RESEARCH
DATA SCIENCE
SERVICES
a/b testing • WIREFRAMING • PROTOTYPING • UX/UI DESIGN • art direction
Overview
Rebranding Wellness: Launching WW's rewards program to drive behavior change, nurture healthy habits, and boost program engagement.
Testing and perfecting WW's holistic health journey — and increasing user engagement by 25%.
WellnessWins is a rewards program launched as a part of the historic WW (formerly Weight Watchers) rebrand. A pivotal transition for the company from weight-focused to an overall leader in health and wellbeing.
The Rewards Pilot
At the inception of the rewards program, it was an email-based pilot, that had favorable results. We were given six months to breathe a new life and turn it into an in-app experience — now known as the wildly popular WellnessWins program.
The success of the pilot established some guidelines and key features
The UX/UI for the app was going to be a fresh concept. We had guidelines to follow from the success of the pilot and key features that had been established
Credits: members earn credits by doing specific behaviours like tracking breakfast, lunch, dinner, activity, weight and attending a meeting
Progress: a way to see the credits they are earning and the progress they’re making on their journey
Physical rewards: members can see what rewards are offered and how many credits they need to redeem physical rewards
Other: for the future we had to consider physical charms for particular member milestones, Challenges, weekly emails and Badges members could potentially earn
Our goal was to drive behavior change that will lead to higher engagement with the program and build sustainable healthy habits by acknowledging and rewarding healthy behaviors.
Discovery
Paired with a talented Product designer, we set off to explore new horizons and possibilities, based off the success of the pilot.
Our process:
• We analyzed member pain-points and highlights from the pilot
• We explored other companies who work on behavioural change and have successful rewards programs: Duolingo, Sephora, Starbucks, Fitbit, Headspace
• Explored gamification principles and actively participated in workshops
• We worked closely with the science team and learned the science behind and applied behavioural change methods
User Testing
Option 1
Rewards-focused program that highlights the rewards that the members might be working towards or motivated by.
This option was focused on extrinsic motivation
Option 2
Progressed-focused program that showcases the actions to take and the total number of credits that can be redeemed by doing so.
This option was focused on ✨ intrinsic motivation ✨
“Option 2: Progress-focused flow” was the clear winner of our initial tests.
This set up the direction for us to continue building the product.
Before (the rebrand)
Rebrand
Wellness Wins is available today to more than 4 million US WW members, on iOS & Android
Testimonials
*These are real member posts from the WW online "Connect" community