Herbalife, is an American multinational multi-level marketing (MLM) corporation that develops and sells dietary supplements.


I led a discovery initiative to develop a best-in-class system for the customer and distributor funnel that included application and ordering for Herbalife Nutrition customers.

 

PROCESS

Through contextual research, user interviews, worldwide workshops, digital product technology team interviews and evaluation of the existing platform, we intended to:

  • Document the offline and online signup and purchase process.
  • Document the offline and online signup and purchase process.
  • Discover what worked well and didn’t with the current digital products.

 

RESULTS AND DELIVERABLES

An overview and readout of our current technology portfolio and system architectures identifying overlaps and necessary improvements. A report on what problems exist with suggestions on how might we improve them.

 

MY ROLE

  • Principle UX designer, product leader, workshop facilitator, and design thinker.
PROJECT SCOPE

Impact and Outcomes

Across 11 Regions over 26 Members, 42 Herbalife Employees and 44 Workshop Attendees were Interviewed. 

61,763 Surveys sent over 48 Countries with a 6.9% Response Rate.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.  The information in this case study is my own and does not necessarily reflect the views of Herbalife International, Inc.
1 of 7 16.2%
WE HAVE OUR WORK CUT OUT FOR US

How Big is this Workshop?

22 workshops in 11 regions with over 428 participants. The workshop was based on the theme that all great technology feels like magic, frictionless and easy, it just works without having to make the user think. A feeling that all great technology should aspire to.

We broke the day into small exercises each with the idea of thinking outside of the box, thinking about what amazes you and feels like magic.

2 of 7 23.5%
REMEMBER THE TIME?

What were the products of yesteryear and how have they evolved?

We learned how each participant would imagine their future, thinking well beyond what could be possible while helping us understand their deep wants and needs.

3 of 7 38.3%
WHERE ARE WE?

The customer journey with pain and proof points.

One of the more valuable parts of the day was an exercise that involved the participant putting themselves in the shoes of a persona we assigned to each table, then discussing what pain and or proof points exist throughout the signup and ordering funnel. To then later ask, in a perfect world, what would your do to solve some of the pain points discussed.

4 of 7 45.4%
LET'S VOTE

Finally participants are asked to walk the wall and vote for their favorite solution

5 of 7 62.3%
WHO ARE WE TRYING TO REACH?

Getting Focused

From the survey results, interviews and workshop data-points we were able to clearly define who we were designing for with target users separated in to a specific personas:From the survey results, interviews and workshop data-points we were able to clearly define who we were designing for with target users separated in to a specific personas:

6 of 7 81.6%
LET THE TEAMS WORK

Thinking Fast, and Slow

7 of 7 100%
THEMING AND BUCKETING

What Did We Learn?

Pre-work done before the workshop, breaking data and feedback points into groups along user value stream

After grouping data together into themes, with the help from our technology leads we worked to understand which problems would be most impactful

The next goal was to communicate the newfound value to our executives. Our problem framing meeting presented some pretty common themes. In order to continue we needed to show our executives the value of tackling these issues.

We prepared a presentation with a breakdown of our work, presenting the priority problems we found and who they impact. While the point of this initiative was primarily focused on discovering and defining our current landscape to inform design, we took the initiative to create “how might we” mockups and an experience video to communicate what could be possible.

WHAT HAPPENS NEXT?

Focus on the Future

The objective of this workshop was to evaluate, simplify, and develop a best-in-class system for the application and ordering process for Herbalife Nutrition Members, Preferred Members, and Customers. Based on our findings, identified priority challenges, and current technology landscape, it became evident that a fundamental reimagining of our digital product development approach would be required.

The workshop and data-gathering received great feedback and positive endorsement from Senior Leadership. After sign-off, the proposal has been incorporated into the product teams’ scope of work to turn these concepts into reality.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.  The information in this case study is my own and does not necessarily reflect the views of Herbalife.

The team and I.