WEBMD DAILY HABITS APP & PLATFORM
End-to-end Product Design
This project showcases my ability to lead complex redesign initiatives, adapt to changing circumstances, and deliver measurable improvements in user experience and business outcomes. By employing a two-phase approach - rapid MVP development followed by data-driven refinement - I successfully created a more intuitive and effective product that significantly improved user engagement and satisfaction.
Highlighted Results:
Launched MVP 160% faster than comparable projects
Redesign delivered a 136.16% year-over-year engagement increase over previous software
Work secured three major clients: Cigna, Adventist Health, and Kohler
(more detailed highlights below)
Project Overview:
As the lead designer, I spearheaded a two-phase redesign of Daily Habits, a SaaS web and mobile app helping users achieve well-being goals through daily activities. This case study demonstrates my ability to navigate complex challenges and deliver impactful results under tight deadlines.
PROCESS SUMMARY
(detailed case study below)
Phase 1: MVP Development:
MVP Challenge: As the sole designer, I faced a compressed timeline (further reduced by 3 weeks mid-project) to deliver an MVP, with development already underway before design work began.
MVP Approach:
Employed design thinking principles
Conducted rapid research and ideation
Implemented end-to-end product design process
Focused on core features for MVP launch
MVP Process:
Week 1: Evaluated similar apps, blocked out core components
Weeks 2-6: Iterative design and development, created comprehensive documentation
Week 7: Delivered final UI designs and style guide
MVP Results:
Launched MVP 160% faster than comparable projects
Secured three major clients: Cigna, Adventist Health, and Kohler
16.5% increase in plans started
75% increase in plan completion rate
8.4% improvement in Week 3 retention rate
Usability score of 5.98 (up from 4.2 for previous version)
MVP Key Achievements:
Expanded and improved design system
Introduced faster design and development approach
Established strong cross-functional partnerships
Presented new approach to CEO at leadership's request
Phase 2: Post-MVP Discovery and Redesign
Redesign Challenge: Address ambiguous user issues from MVP and improve upon the inherited legacy platform.
Redesign Approach:
Led post-MVP discovery process
Introduced remote qualitative and quantitative user testing
Conducted live software testing with unique user logins
Redesigned based on discovery findings
Redesign Process (11 weeks):
Weeks 1-2: Planned and executed discovery research
Week 3: Analyzed findings and developed strategy
Week 4: Rapid ideation and concept development
Weeks 5-10: Iterative prototyping and testing of key features
Results:
33% improvement in intuitiveness
2x increase in visits to Missed/Upcoming Activities
136.16% year-over-year engagement increase
71% of users likely to recommend to friends
17% easier to use
20% improvement in completing upcoming activities
14% improvement in completing missed activities
Key Innovations:
Pioneered remote user testing within the organization
Implemented live software testing with unique user logins
Team:
Me (Design Lead)
1 Junior Designer (Phase 2, mentored by me)
1 Product Manager
14 Developers
4 QA professionals
My responsibilities:
UX research and strategy
Design direction and execution
Cross-functional collaboration
Quality assurance for UX/UI
Design documentation
User advocacy and empathy building
Roadmap input and recommendations
FULL CASE STUDY
