Weight Watchers Website Redesign

WeightWatchers website redesign 2020

A complete redesign that increased the conversion rate.

Role: Design Lead

Before

After

Impact

Larger Site Test #1 in US & Germany
Tested the top pages critical to conversion to measure performance against the current site and to inform decisions pre-launch; and received strong results.

*Statistically significant

The US conversion rate was almost flat (-2%)
The Germany's conversion rate was +6%
The Workshop plan conversion rate was up more than 8% for both (US & Germany)

The problem

WeightWatchers wanted to expand its consumer base by attracting a new and younger audience, and to do that they also wanted to change the brand perception of a Weight Loss company to a holistic wellness brand. However, there were other problems with the current website that we had to address as well to help with the company’s goal:

Website visitors lack knowledge about the existence of a mobile app
They didn’t know our program goes beyond food
Visitors didn’t feel their needs, goals, or challenges were reflected in the website
The message on the website was sales offer forward, instead of brand offering.

Discovery

During the ideation session engineers, product managers, designers, brand, and other stakeholders contributed over 80 ideas for the new site ranging from small UI moments to narrative directions.

After that, we grouped those ideas into themes that were emerging. Through dot voting, we narrowed it down to three concepts that we would take into high-fidelity designs.

We worked on 6 different moodboards for the new visual design

The new weightwatchers.com

Through unmoderated interviews with 12 participants, we were able to gather insights that offered opportunities we could take action on and apply to the final designs. We also worked on updating the web design system and CMS components as part of the final stage of the redesign.