Finding the Root Cause
Website Redesign
Website Redesign
Website Redesign
I was the lead Product Designer overseeing a platform overhaul and app launch for Gritwell. Gritwell is a healthcare company that focuses on finding the root cause to peoples' ongoing symptoms and curing them with personalized nutrition and lifestyle plans.
The Problem
Often times people struggle to find more affordable ways to help cure their life long health symptoms. They resort to a doctor visit and prescription medication and do not find out the root cause of their symptoms. Gritwell aims to find the root cause of all health symptoms using nutrition and lifestyle improvements.
When I joined, Gritwell had a live website and early stage app designs. The designs included disjointed experiences, inaccessible UI and a lack of a clear direction. The website did not have a clear user journey and did not maintain steady site traffic. Gritwell already had established clients who had no way of tracking their health progress or viewing their profile and activity. Clients were using the live website and relying on phone calls with health coaches and care managers.
The Solution
I was the lead Product Designer who oversaw a junior Designer, consulted the founder on UX improvements and overhauled existing site & app designs. I audited the entire experience, met with key stakeholders, created a product requirements doc, proposed design solutions for the MVP and post MVP app launch and iterated throughout the way based on client needs and competitor research.
Auditing and Research
GOALS
I first audited the desktop funnel flows that converts people into clients and used competitor research and existing client feedback to implement UX solutions. Once the funnel flow was defined, I used my UX learnings and UI direction to influence the next stage of the project, overhauling the entire website and app designs.
The image above shows the designs that were handed to me, the biggest areas of concern were that, like the Figma file, the designs were disjointed and there was no clear hierarchy or feature organization. I first consulted on UX improvements and proposed design solutions that would elevate the app and help provide the user with a clear goal they are working towards.
- ​Extend coherent branding that aligns with the shop's current presence
- Add unique features that will allow the business to stand out against competitors
- ​Expand current customer base by elevating the brand to appeal to people from ages 18-35
- ​Extend coherent branding that aligns with the shop's current presence
- Add unique features that will allow the business to stand out against competitors
- ​Expand current customer base by elevating the brand to appeal to people from ages 18-35
Using The Story
Steps 1-3
The company had a clear vision and story in mind, so before starting any design it was important for me to understand the user journey and how we could use this story to influence the mobile app. Their were clear steps defined so I made sure the new designs reflected this story.
I conducted market research, created a competitive analysis, interviewed people in the redefined targeted market (some with tattoos and some without). I analysed results to create an empathy map, user flow, site map and build a prototype for usability testing.
Step 4
I worked with the founder to set a vision for future app iterations based on step 4. An important question to answer was how do we keep clients in the experience but cater to a different phase in their health journey. Step 4 influenced post MVP launch designs.
Organizing and Planning
Redefined Audience
Desktop Flows
GOALS
The designs above are reflective of how I improved website and flow organization (left) and a close up of my designs (right).
Before working on mobile, I first audited the live website. The biggest problem with the live website was it was hard to find out what Gritwell was and how they could help you. I brought visibility into the subscriptions plans, what a health journey looks like and I showcased client testimonials and reviews so people could find a connection before signing up.
Mobile Flows
GOALS
The mobile app was a heavier lift because the app is the tool clients use daily to access their health plan. Before designing I met with stakeholders to understand the business and clientele in order to better organize the platform and prioritize based on current needs.
I created a high level site map, a first ever product requirements doc, wrote out customer user journeys, and mapped out user flows in Figma.
Note: For the purpose of this case study, I will be showcasing a closer look into the mobile app designs below. I will provide desktop designs separately if needed.
I conducted market research, created a competitive analysis, interviewed people in the redefined targeted market (some with tattoos and some without). I analysed results to create an empathy map, user flow, site map and build a prototype for usability testing.
The Design
Onboarding
We designed onboarding to function as a key moment that teaches the user about Gritwell before signing up.
The user starts their program by completing a symptom analysis where they are matched to a recommended program based on the severity of their symptoms. They then complete an intake form to match with a health coach. Once they are matched they set their core goals and can see their program phases and progress.
Key moments
I worked with another designer to identify key moments and pages that would be essential to completing a users' health journey.
Before their first appointment, the user must upload all necessary documents to help the health coach prepare their plan. They will meet weekly to discuss progress and symptoms. The coach will recommend courses and weekly tasks for the user to complete before their next session.
The homepage acts as a centralized location where the user can quickly access what they need for a successful health journey. The app recommendations will be personalized depending on the users' symptom log.
Navigation is easy and is moulded around the core health journey. I designed several edge cases where the homepage caters to the user based on their circumstances e.g. whether they've had an appoinment, whether or not they have a health coach match, whether they just signed up etc.
Ordering
During their health journey, the user can be advised to take supplments, vitamins, a food allergy test etc. The ordering section makes it easy for users to find their prescribed treatment and order it directly from the app without leaving the site.
The user's order feed will show what their health coach prescribed and other supplements that match their ongoing symptoms. This entire experience is personalized which diminishes room for confusion when looking at a catalog with supplements users may have never heard of.
Final Thoughts
Further Considerations
The website improvements were launched and conversion to sign ups has increased. The app is still in production and has plans to launch this year.
Overall, it was challenging gathering so much content and user tasks and deciding on how to best categorize and present information to the user on both their initial touch on desktop and their continued engagement on mobile. However, after several rounds of iteration, gathering real time feedback from existing clients and putting forward best practices I am confident the app will have a successful launch. Once the app is launched, we will gather research and analytics to inform decisions for the post MVP push.
Other Projects
Other Projects
CATHERINE PETTIGREW
CATHERINE PETTIGREW
cshpettigrew@gmail.com
cshpettigrew@gmail.com