WW app

Designing the Activity tracking
experience for WW members

My Role: Designer focusing on product and Visual design.

Tasks: Design direction socialization, product vision, interaction design, prototyping, running design sprints, and a close partnership with the research team.

Platforms: Android, ios

Tools used: Pencil & paper, Figma, Jira, After effects

Collaborators: Two senior designers and one researcher and engineers

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Background

WW wanted to introduce a new feature where users could discover weight tracking, challenges, and achievements in one place. As a business, this enables WW to gather learnings and keep what is successful while iterating on areas of opportunity.

PROBLEM STATEMENT

Members face problems with Motivation,
awareness and accountability

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Why is it a problem

Awareness

Users didn’t feel in control of their challenge experience and felt a lack of customizability.

Accountability

Users who lacked virtual support and guidance from professionals needed more support.

Motivation

Users were not motivated enough to complete their current challenge leading to user drop-offs.

Workflow

Research

Insights and methodologies

To better understand how the weight tracking experience worked, I spent a day with a WW user to observe their experience.

It was necessary to understand how people use graphs and their approach to weight trends, what problems to solve, things to consider when designing for them, etc.

I created an affinity map to see what themes emerged across conversations.

Insights

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Discovery

I discovered that users spend a lot of time on the WW app tracking weight as they want to understand how much progress they have made.

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Empower

Being forced to transition onto a new program is disruptive in an authentic way. Therefore, we needed to ensure our members felt in control and that their voices were heard throughout this process.

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Empathy

Seeing your weight constantly fluctuate can have an immense impact on the user. We had to ensure that we considered factors such as color, interactions, and copy to be empathic for the user as they go on their weight loss journey.

Solution

Introducing user delight and user motivation!

Engaging in a collaborative ideation session

We ideated as a team through group sketching sessions and picked ideas we found that were relevant to our research and project outcomes.

Solving the problem

I figured out that the goal of the activity tab was to provide the correct information and make it accessible—for example:

  • Recording physical activities for the day

  • Discovering current and past challenges

  • Feeling rewarded

How might we motivate users to stay on track with their challenges?

Discovering Challenges

In response to user feedback, we have taken steps to improve the challenge discovery experience on our platform. Our team has implemented a new tab in the bottom navigation to showcase our exciting and engaging challenges. This new edition ensures users can effortlessly explore and complete challenges without hassle, resulting in a more satisfying and fulfilling user experience.

Gamification

To motivate our users, we introduced a reward-based system. A badge symbolizes a tangible representation of their progress and achievements, which helps to prevent them from losing their momentum.

How might we give more control and autonomy to our users?

Customizable Plans

We wanted to give our users more flexibility in their tracking ability to ensure a more personalized experience. This would reduce the pressure of following a specific plan and allow users to customize the program according to their needs.

How might we give our users more support and guidance?

Context-specific Guidance

We gave our users more support through chat-based guidance from WW pros who are the studio coaches, where the user can seek guidance from these pros on their journey.

Challenges

Assessment

Trends

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Introducing user delight

Empowering all members

For members to stay on their weight loss journey, we wanted to reward them with weight loss charms.

I aimed to build a better experience by introducing gamification and incentivizing users.

Progress visualisation

We achieved greater user delight by introducing micro animations and icons.

Visually seeing the progress had a more significant impact on keeping the user motivated.

📈Results:

Increased retention by 2% by designing an end-to-end gamification experience

Fixed flaws in the process flow for the Weight tracking journey to make user experience and navigation smooth and easy.

8% increase in funnel progression

🪞Reflection:

Learn everything

I did everything from user interviews to visual design to design QA. I learned about all of the responsibilities of a product designer and found out that I enjoy writing documentation!

Enter the unknown

This project marked many design 'firsts' for me: my first time working with developers and PMs, presenting to stakeholders at a larger scale, and more. I gained a deep understanding of the product life cycle.