Sarah is a great teammate, with strong communication and collaboration skills - and a wonderful sense of humor. More importantly, she is a data- and research-driven designer with a great eye. Sarah creates beautiful, user-focused experiences by asking lots of questions and constantly validating that her work is addressing the problems at hand (and adapting when assumptions are challenged by new data). Her work on a critical part of our user funnel resulted in improved user comprehension of product features and also increased key conversions.
Jennifer Carrico, Product Manager/Owner

Role

As the main design contributor, I worked closely with design leadership, product management, and UX writers to define, design, refine, and validate an improved landing page. I utilized a variety of data sources, such as user surveys, heat maps, and stakeholder feedback, to make design decisions. I leveraged my communication skills to ask questions & seek feedback, and I rapidly adapted to changing priorities.

Overview

Real Appeal is a 52-week behavior-based weight loss program that is offered by employers to their employees for free. It is a product offered by Rally Health. Real Appeal has members attend weekly coaching sessions. These sessions consist of a live video lecture where the coach interacts with users via chat. When a user signs up for Real Appeal, they go through a registration process that doubles as a health assessment. The product landing page is the first screen in the registration flow. The main purpose of this screen is to educate the user about the Real Appeal product and prepare them for the enrollment process.

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Problem Overview

Prospective members were abandoning the registration flow at the end of the funnel, which resulted in their insurance being charged. A study in which 700 participants were interviewed, found that prospective members were leaving for the following reasons:

1. Confusion about Real Appeal Program

"Need “tutorials” or something to show me what a session entails. What will they talk about?  How does it work? Will there be others in the class? None of that is spelled out and therefore I’m out on participating." - Monica, User Participant

2. Session availability

“I tried several times over several days to find a meeting and was very disappointed at what few options there were.” - Jesse, Survey Participant

3. Group Sessions as a deterrent

“I thought I would just get tips, I didn’t think I would have to interact through video chat.” - John, Survey Participant
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The Goal

The goal of this project was to push the drop-off rate to the top of the funnel for prospective members who would have abandoned the registration flow at the end and increase conversion for users who were simply confused about how Real Appeal works. To address this, I needed to ensure that the product landing page educates prospective members about how Real Appeal works and how it can help them achieve their weight loss goals.

The Process 

Angela and I began the process of redesigning the product landing page by identifying what we wanted to communicate to the user and sketching out different ideas together. We pulled from prior user research, the previous designers' wireframes, and a product requirement slide deck. When we landed on an idea we liked, I designed a mock-up for feedback from the creative director and the product designer. Then we spent the next month iterating on the landing page with the product manager and the creative director.  

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Challenge

After many meetings we came up with Option A and Option B. The 11 stakeholders known internally in the project as a "super-pod" was undecided about each option. Half of the stakeholders wanted to go with Option A because they thought it was easier for an older demographic to understand; however, the other half wanted Option B because it gave more critical information to the user. We were at a standstill. At this point I decided to create a third option that addressed everyone’s concerns. I was met with group consensus and we ended up shipping the third option.

Results

The final landing page was shipped in early May. All 3 of my product landing page options increased user comprehension significantly according to a user research survey conducted by the resident user researcher with over 700 participants. The product owner described the project as a resounding success. Here is a link to the final product.  https://coach.werally.com/register/?program=real_appeal