Weight Watchers

A non-responsive, inaccessible signup experience. Six weeks to fix it. Three regions. We shipped.

Executive Summary: The Weight Watchers signup flow didn't work well on mobile, wasn't WCAG-compliant, and didn't match the updated brand. We had six weeks to redesign it, with distributed teams across three regions, in the middle of a transition from waterfall to agile. I led UX and service design — and from the start, I treated this as two things at once: a conversion project and a chance to embed accessibility practices that would outlast the deadline. We improved conversion, established a shared accessibility baseline across regions, and got Legal involved early enough to actually matter.

Results

On-the-ground wins

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

The bigger picture

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 foundation for future onboarding and conversion initiatives

The challenge: The existing flow was non-responsive, not accessible, and off-brand. Six weeks isn't a lot of time to fix that, especially when your team is spread across three regions with different levels of accessibility experience, your organisation is mid-way through a cultural shift to agile, and Legal has requirements that need to be validated before anything ships. The constraint wasn't just the timeline. It was doing this properly — not just fast.

My Role: UX Lead, Service & Experience Design

The Team: Legal, Product, Design, Engineering, QA, & Cross-regional Stakeholders

My Approach:

1. Structured cross-regional delivery

Designed a delivery model combining async reviews with 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 — before designs were locked
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 in the existing flow
Designed responsive, accessible onboarding flows
Worked closely with engineering to implement compliant, scalable solutions on time

Image Caption: Wireframe documentation — responsive signup high-level overview, Step 0 through to the confirmation screen.

Image Caption: Wireframe documentation — responsive signup default Step 2.

Image Caption: HTML builds for large and small screens — create username and password page.

Image Caption: HTML builds for large and small screens — personal information page.