Weight Watchers

It began in the 60’s with one woman inviting her friends to her home once a week to talk about how to best lose weight. Today, Weight Watchers has helped educate, support and transform millions of people’s lives all over the world.

My Role: UX Lead

The Team: Me, Product Manager, Project Manager, Lead Engineer & QA Lead

The challenge: To determine if adding a live-chat button to the sign-up page would help answer customer questions about plans and improve conversions. The initiative was driven by Marketing and had a four-week timeline.

My role & approach: I partnered with the director of marketing and customer service managers to understand user bottlenecks and their specific needs. After synthesizing this input, I wireframed potential solutions and collaborated with copywriters to refine the tone of the messaging. I then created multiple variations of the chat prompt's messaging and placement for user testing. Using quick online tests with mockups, I identified the most effective option to move into production for live A/B testing. The production testing phase utilized a combination of online and in-person user tests.

The impact: The live test revealed a critical, previously unknown user insight: visitors landing on the page did not have enough information to make an immediate purchasing decision. This finding was highly significant as it uncovered a fundamental usability issue that was scheduled to be addressed in the upcoming marketing website redesign, ensuring it would not be overlooked.