herbalife
E-Commerce flow design
〰️
User Personas
〰️
High fidelity prototypes
〰️
Design system maintenance
〰️
Stakeholder communication
〰️
A/B Testing
〰️
Design leadership
〰️
wireframing
〰️
E-Commerce flow design 〰️ User Personas 〰️ High fidelity prototypes 〰️ Design system maintenance 〰️ Stakeholder communication 〰️ A/B Testing 〰️ Design leadership 〰️ wireframing 〰️
Elevating a unique wellness experience
Merkle was presented with the opportunity to spearhead a comprehensive revitalization of the Herbalife brand, transitioning it from a focus on weight loss to a broader wellness perspective.
Involved in this process was the redesign of the current website with the purpose of streamlining the purchase experience for consumers based on their unique business model.
The digital experience was elevated through the construction of a new design system, an optimization of the site’s information architecture and the creation of visually compelling, yet intuitive visuals (as well as implementing a new workflow along the way).
An IMAGERY ask
The client wanted distinct looks and feels to differentiate three of their wellness verticals: Skin & Body Care, Fitness & Performance, and Healthy Weight
Creative Storytelling: The client came with a feeling that they wanted each page to communicate. From there my job as a designer was to decide how to emotionally evoke said feeling in the user through the methodical selection and placement of imagery. I worked to engage the user through visuals and create a compelling web experience that encouraged the user to feel invested in the pages message.
Art direction: I utilized visual aspects such as type, color, and composition to ensure that while the page was visually appealing the experience still felt unified with the rest of the site. My creative ideation skills allowed me to give each vertical a separate yet cohesive visual identity to allow the user to get a sense for the multiple wellness facets Herbalife features.
Client Communication: Effectively addressing client inquiries and feedback constituted a substantial component of this workflow, which necessitated efficient and appropriate responses. I played a major role in compiling presentations to relay proposed imagery to key stakeholders and adhere to requests
This design process resulted in the collection of over 500 stock assets and the final launch of the vertical screens (plus 26 other main navigation screens) in Singapore and United States markets.
a broken WORK FLOW
It was discovered during this project that content deliverables from copywriters were not tailored to align with the existing component limitations and spec’d page structure. Therefore, I spearheaded the creation and implementation of a new content work flow.
Design System- A majority of this process involved conceptualizing ways to alter existing components to allow a larger amount of copy. In some instances I created net-new components by utilizing the established design system to better address the amount of page content, while still maintaining a seamless user experience.
Cross-collaboration: Working with strategists, copywriters, and development teams was necessary to ensure the full implementation of the new workflow and prevent further costly and frustrating communication mistakes. For instance, I worked alongside the AEM team to communicate new annotation specs and with product managers to incorporate the new flow in our Agile methodology practices.
A new workflow was implemented that included strategies such as changes to our annotation structure that allowed for surfacing of character limits before the copywriting process and more conversation between content teams and designers during the construction of components.
more about the project
The central challenge within the Herbalife digital landscape resided in its fragmented, outdated, and inconsistent digital experience.
Addressing these issues called for a comprehensive overhaul, unifying the digital presence to harmonize with the brand's values and objectives while streamlining user interactions
The implemented solutions revolved around a comprehensive remapping and consolidation of Herbalife's digital ecosystem, with a focus on optimizing it to effectively engage with their three primary target audiences within the evolving landscape of digital technology.
As of writing this the site is still undergoing the development process. However, a trailer of the site was shown in person at the 2023 Herbalife Extravaganza where it received an immense amount of acclaim by 5000+ distributors, a majority of the site’s future users.