Project: StrongerU

Homepage Re-Design

StrongerU is an online, app based one-on-one nutrition coaching program. They came to us to increase quiz completions and account creations. Their sales process relied on having people fill out their email and phone number for the sales team to reach out to.

StrongerU’s homepage at the time lacked cohesive brand language and unclear value props/ product descriptions.
22%
Increase in Quiz Completions
15%
Improvement in Account Creation
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Problem
StrongerU needed a new website homepage. The product was unclear, and the brand was inconsistent. This led to distrust with users and a lower conversion rate. This lack of trust and interest led to a low number of quiz completions that the sales team needed to capture emails.
Solution
By providing the user with in-depth product information and trust-improving modules (like coach certifications), we improved trust and engagement with the user, leading to increased quiz completions and account creations.
My Role
With the help of Mavan’s creative director and head of data, I co-lead the initial analysis, test planning, design execution, user testing, and subsequent next-step planning. I also worked hand in hand with the client through all steps of the project.

Part 1: Analyze and Plan

Wireframing and Competive Analysis
The first step in the process was to compare StrongerU’s website to some of the high-end competitors in the space. We took inspiration from these sites to craft a rough idea of what an ideal coaching service website would look like.

When it comes to nutrition and health products, building trust with the user is the most important element. We felt that showcasing the coaches' profiles and certifications, as well as testimonials, would go a long way toward building that trust.

Part 2: Making the Design

Refreshing the Brand
Part of building trust is having a consistent, clean brand language. StrongerU had mismatched elements and typography, which lessened the perceived value of the brand to users.

We presented a myriad of example brands to the client highlighting a few directions they could head. We focused on highglighting what gave the examples the high-end feel that the client wanted to give off.

After receiving feedback from the client, we had a direction for the high-fidelity design.
Crafting the Design
We focused on building trust and providing users with more information about the product and how it outperformed similar programs.

We used imagery of people in action and detailed UI elements to help users connect with how the program works, which the original site could have done better. 

To build trust with the program, we showcased coach certifications, testimonials, weight loss metrics, and program benefits. We gave clear value props up front so that the user could immediately understand what they were getting and what they could expect.

Part 3: Testing and Results

22%
Increase in Quiz Completions
15%
Increase in
Account Creations
We AB tested this design and found it to significantly win out over the previous version. Our initial success metric of increasing quiz completions was met with a 22% increase over the initial website.

This success on the homepage lead to work on the pricing page and further improvement on the downstream funnel.

Full Design

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