UX, PRODUCT LEADERSHIP, RAPID DESIGN

I led design of Everlywell's results platform and associated touchpoints from purchase to post-results follow up in order to increase service transparency, consumer understanding, and delight.  

FEBRUARY 2019 - DECEMBER 2019

Recruit and engage consumers to support rigorous end-to-end testing of each consumer touchpoint, including .com/purchase flows, ongoing status communications, and results.

Manage engagement with cross-functional stakeholders, including content writers, medical professionals, and product leadership.

Role

Creative direction 

Direct and lead agile UX

Generative & evaluative testing

Stakeholder insight summaries

Manage 2 lead designers, 1 UX researcher

Wireframes for core flows & touchpoints

ESTABLISH BASELINE OF CURRENT UX QUALITY

In addition to a service audit of the end-to-end experience, I incorporated internal stakeholders to review early-stage results designs using think-aloud protocols to support iteration and de-risk our approach.

DOCUMENTATION & SYNTHESIS OF USER TESTING

Created discussion guides and research plans for feature preference testing as we worked through agile sprint plans to deliver features. 

CONSUMER & COFFEE SHOP RECRUITING AND PRODUCT EVALUATION

In order to supplement internal findings, we tested product concepts with consumers in their homes and at coffee shops. We also tested features with non-consumers to further de-risk designs.

INFORMATION RADIATION

We delivered stories and insights from field research to inspire the broader company through weekly "voice of the consumer" presentations, bar-code linked to participant audio, and wall postings.

PHYSICAL PROTOTYPING & THE SAMPLE COLLECTION EXPERIENCE

We evaluated the current specimen collection experience through real-time testing in order to redesign physical instructions. This ultimately led to sample issue reduction and reduced burden on customer care.

SAMPLE PROCESSING TOUCHPOINT UPDATES

ARCHTYPE EXPLORATIONS AND INFORMATION ARCHITECTURE

Explored various layout options and created Invision prototypes to evaluate consumer preferences for lab results details and structures. Generally this covered both mobile and desktop designs given equal split of consumer traffic.

CREATIVE DIRECTION - RESULTS PLATFORM VISUAL DESIGN

Through daily coaching and weekly team critiques, I led reviews of in-flight product designs and supported iteration towards high quality, ready to implement product designs for the results dashboards, individual results, and key flows related to viewing and sharing results.

CREATIVE DIRECTION - SAMPLE UPDATES

Directed content, IA, and visual design for ongoing communication to consumers via email and text, de-risked with input from consumers and cross-functional stakeholders via think-aloud testing and critique.

CREATIVE DIRECTION - TEST DISCOVERY

Created wireframes for, and directed visual design evolution of a test discovery tool - addressing a consumer pain point related to not knowing what tests we offered or what to take.  

WORKSHOP DESIGN AND EXECUTION TO SUPPORT PRODUCT ROADMAP

Convened cross-functional stakeholders to define and refine future feature concepts.

ONGOING CONSUMER EVALUATION TO IDENTIFY LTV-DRIVING OPPORTUNITIES

Post-launch, we continued a cadence of ~5 consumer in-person and remote testing of current product implementation and upcoming feature concepts.

LIVE RESULTS PLATFORM

Close to 200,000 consumers now have access to the new results end-to-end experience.

Outcomes

+50 NPS

FROM 0-20, TO 50-70 ACROSS TEST SUITE

>100

1V1 CONSUMER INTERVIEWS & PROTOTYPING SESSIONS, 80+ INTERESTED IN ONGOING RESEARCH (ON-CALL DESIGN COMMUNITY)

-10%

DECREASE IN CONSUMER LAB ISSUES AND COMPLAINTS