Weight Watchers
Modernized accessible, conversion-focused signup and onboarding for a global leader in evidence-based weight health and community support.
Executive Summary: Assessed technical debt and compliance gaps within a legacy signup experience during a transition to agile delivery. Mapped user friction to architect a responsive, accessible onboarding flow within six weeks. Improved conversion while reducing remediation risk and embedding shared accessibility practices.
Results
Operational Impact
- Improved usability and WCAG alignment within a six-week delivery window
- Increased conversion, the primary business KPI
- Delivered a responsive, brand-aligned onboarding experience
- Introduced structured accessibility testing practices across teams
- Improved cross-regional collaboration through clearer delivery governance
Strategic Outcome
- Shifted accessibility from remediation to embedded design and development practice
- Established a shared accessibility baseline across three global regions
- Strengthened Legal alignment by embedding compliance earlier in the lifecycle
- Supported the organization’s transition toward more agile, collaborative delivery
- Created a scalable foundation for future onboarding and conversion initiatives
The challenge: The existing signup experience was non-responsive, not WCAG-compliant, and misaligned with updated brand systems.
- Tight six-week timeline for a high-visibility conversion initiative
- Distributed teams across three regions with varying accessibility maturity
- Organizational shift from waterfall to agile delivery
- Legal and compliance requirements requiring early validation
The objective was to improve conversion while modernizing accessibility practices within a complex, cross-regional delivery environment.
My Role: UX Lead, Service & Experience Design
The Team: Legal, Product, Design, Engineering, QA, & Cross-regional Stakeholders
My Approach: Treated the initiative as both a conversion optimization effort and an organizational accessibility enablement program.
- 1. Structured Cross-Regional Delivery
- Designed a delivery model combining asynchronous reviews and clear decision ownership
- Maintained momentum across multiple time zones and delivery rhythms
- Aligned stakeholders through shared documentation and governance
- 2. Embedded Accessibility into Core Decisions
- Partnered with Legal to validate accessibility standards early in the lifecycle
- Educated internal and external partners on WCAG requirements
- Introduced structured testing and review checkpoints
- 3. Delivered an Accessible, Conversion-Focused Experience
- Conducted research and journey mapping to identify friction
- Designed responsive, accessible onboarding flows
- Partnered closely with engineering to implement compliant, scalable solutions
The focus was not simply redesigning a flow. It was increasing conversion while embedding sustainable accessibility practices within a global delivery model.
View all projects Close
- Square Enix: Varioius Projects I was tasked with Accessibility, UX, Visual, Web, and QA
- Square Enix: Accessibility Hub I was tasked with Accessibility, UX, AI, Visual, Web, and QA
- Equal Entry: Website and Knowledge Base Redesigns , I was tasked with Accessibility, UX, Visual, and Web
- Medi Me: Medical Records App , I was tasked with Accessibility, UX, Visual, and Web
- Weight Watchers: Responsive Signup
- Weight Watchers: Marketing Website , I was tasked with Web
- Shoogies NYC: Homemade Baby Food E-Commerce , I was tasked with UX, Visual, and Web
Image Caption: Wireframe documentation for responsive signup high level step 0 to confirmation overview.
Image Caption: Wireframe documentation for responsive signup's default step 2.
Image Caption: HTML builds for large and small screen for responsive signup's create username and password page.
Image Caption: HTML builds for large and small screen for responsive signup's personal information page.