My Role
Sr UX/UI (Product) Designer
Time Frame
09/2023 - 11/2023
Target User
Herbalife Distributors
Category
B2B Web (Desktop & Mobile)
With multiple phases planned for the MyHerbalife.com design, this case study is a blues-sky conceptual design focused on one of the primary user need about this distributor business platform, which is -
"How to enable distributors to successfully grow to next Business level?"
1
In this project, User-centered design is our core. Acknowledging the complexity of 5 personas with dynamic needs, we dedicated 2 weeks to research, defining challenges and design goals, to create an experience that evolves with users' growth.
2
Given a complex brand context and a tight timeline, we work to learn within design sprints in an agile manner. This helps us iterate our bluesky concepts and product strategy via various feature combination and UX solutions, integrating feedback from testing workshops.
3
We are constantly refining how features systematically interconnect to accommodate diverse user scenarios. Our success in gaining client buy-in is underpinned by well-structured flows and clear feature delineation.
4
The deliverables will include high-fidelity prototypes highlighting essential experiences and features, enabling the client and Dentsu leadership to finalize the product roadmap and MVP requirements."
• Design the solution that obtained client buy-in. The growth concept is planned for detailed MVP design in April 2024.
• Prioritized user needs through iterative testing, gaining alignment with leadership (Herbalife/Dentsu).
• Clarified and defined loosely defined features, ensuring a systematic connection between them.
• Facilitated cross-team collaboration, working closely with the product team to translate complex business logic into user-friendly design.
• Crafted compelling storytelling for presentations, enabling clients to visualize the user journey beyond individual features.
It refers to distributors' business growth.
Distributors aiming to increase their impact must advance through multiple levels by boosting their "VOLUME", a key metric of sales performance.
So when we talk about "Distributor growth", it involves two main areas:
personal volume (direct sales) and downlines volume (a percentage of sales from recruited individuals). They directly decide distributors' business scale, which is graded by Herbalife Marketing Plan.
Success in climbing to higher levels of the marketing plan depends on enhancing both personal sales and effectively managing and growing their network of downlines.
There are 5 distinct distributor personas; however, when it comes to growth, they predominantly exhibit 3 major behavioral patterns.
Persona Details
Problem"
"How to enable distributors to successfully grow to next Business level?"
Break down the problem and translate it into Design Goals:
•Tracking the goals easily: With complicated business rules, distributors need to easily comprehend and track their current level in their growth path/Herbalife Marketing Plan with details (business and downline insights).
• Helping users take actions with clear next steps: Instead of numbers, distributors (users) always prefer direct suggestions/instructions on their next steps. And they aim to act efficiently and track the progress of the action to ensure tangible results.
• Accommodating various personas: With a wide range of users with varying knowledge and experience levels, the design needs to adapt all their different behaviors and mental models but not be a one-size-fit-all solution.
My Highlight
Initially, I was assigned to design a dashboard screen.
However, my research into personas, existing journeys, JTBD, and benchmarking revealed that the dashboard design needed to be driven by thinking through experiences & flows addressing core user needs for 5 personas.
Therefore
• I conducted a workshop to prioritize these needs
• Sketched out potential features and flows for different personas
• Challenged the initial focus on just the dashboard and gained buy-in from leadership via my first two actions
This strategic shift enabled our team to pivot from dashboard module layout design to 3 essential common user needs: Growth, Purchasing, and CRM. I focused on Growth from now on.
This refined approach was validated as the right direction during a workshop with clients and distributor experts.
My Highlight
Through our research and client workshops, we gathered many feature ideas, though many had overlapping functions.
To create a logical, interconnected experience that still meets core user needs:
• I defined feature boundaries by their use cases, data sources, and potential entry points, thus distinguishing experiences for different features.
• I constantly experimented and iterated various feature combination, user flow, and layouts to refine design solutions.
I considered client and leadership ideas carefully, balancing pushback with explanation that helps them understand their true needs. This ensures they feel heard and aligns us on features that genuinely meet user needs
Ultimately, my proposed experience design received buy-in from leadership and clients to proceed.
My Highlight
To constantly evolve design solutions, we have bi-weekly checkin and scheduled workshops with clients and distributor experts to collect feedback and new insights for iteration
I created the storytelling for 3 internal discussion and 2 client-facing presentations, which made sure our concept get well-received by leadership and clients.
And I participated and facilitated workshops involving over 20+ distributor experts and key stakeholders, which collect positive feedback from over 70% participants.
• The progress tracker always surfaces the high-priority information that distributors must keep in mind to maintain their business level, like total volume, number of month distributor achieving required volume
• Its appearance changes with the distributor's marketing plan level, facilitating easy identification and encouraging advancement in the marketing plan.
• The progress tracker's detail page offers in-depth breakdowns and historical volume records, enabling users to clearly understand and track their volume sources.
• The progress tracker feature also recommends actionable steps based on users' current volume status and insights, beyond mere numbers, either system-generated or provided by sponsors.
• Users can convert these suggestions into tasks to monitor progress and ensure consistent effort, leading to visible results from their actions.
• For new users like Adam and Derrick, we offer a white-glove onboarding experience instead of the full progress tracker feature, as their initial focus is learning the Herbalife business and MyHL platform during their early growth stage.
• For experienced users like Cam and Olivia, we offer detailed business and downline insights with suggested next steps for deeper understanding, enabling them to draw their own conclusions and customize their next steps.
• Users can customize which growth attributes to track, accommodating the varying criteria of different marketing plan levels.
Adam & Derrick
Adam and Derrick depend greatly on their sponsor's guidance, growing primarily through the assignments given by Monica, their distributor. Their path to growth is straightforward, focusing on increasing sales.
Monica
For senior Herbalife distributor Monica, growth involves increasing sales and expanding her downlines. She has a good grasp of the business, but she is more reactive than proactive, often adopting best practices from her sponsor or fellow distributors.
Cam/Lisa & Olivia
Cam and Olivia manage a large group of downlines and customers, requiring a comprehensive overview of their organization before making any decisions. They prefer to deep dive into the data themselves to form their own conclusions. However, they are also receptive to suggestions and open to considering external advice in their decision-making process."
We have design ready for both desktop and mobile version.
