Company
WeightWatchers
Role
UX Design Manager
Year
2020
myWW Onboarding
Every two years, WW releases a new Food Program rooted in the latest nutritional and behavioral science.
In 2020, we launched myWW—the most successful program in company history. My role focused on shaping the product strategy and leading design work that defined how millions of members joined, personalized, and engaged with the app.
Onboarding had become a friction point. Members were eager to start, but the experience was long, impersonal, and left many uncertain about which plan fit them best. For myWW to succeed, we needed to transform the member assessment—turning it from a questionnaire into a moment of clarity and confidence.
Project Process
We grounded our process in behavioral science and the COM-B model (Capability, Opportunity, Motivation, Behavior) to understand what drives or stalls commitment during sign-up. Working closely with the WW Science, Marketing, and Product teams, we mapped emotional barriers such as decision fatigue, low confidence, and cognitive overload.
From there, I led a small design team to reimagine the assessment around three principles:
Reduce friction — streamline steps and remove nonessential questions.
Build confidence — use supportive language, clear visuals, and progress cues.
Deliver instant personalization — connect members to the right Food Program based on their goals and behaviors within minutes.
Through iterative testing, content refinement, and cross-team alignment, we shaped an onboarding flow that felt human, fast, and tailored—anchored in trust rather than transaction.
Project Themes
Personalization at Scale
The heart of the project was about making each member feel seen without adding friction. You and your team transformed a generic assessment into a tailored entry point that matched members’ goals, preferences, and habits. This theme centers on:
Translating behavioral science and data into personalized recommendations
Building trust through clarity and relevance in the first minutes of the experience
Showing that personalization and simplicity can coexist when design is intentional
Personalization isn’t just about algorithms—it’s about empathy and removing the unnecessary.
Cross-Functional Alignment Around Impact
This wasn’t just a design project; it was a unifying force across WW. Marketing, Product, and Science teams all rallied behind a shared goal: delivering personalization that drives measurable business and user outcomes.
The member assessment became a tangible example of design shaping business results
Collaboration helped convert research and strategy into a seamless onboarding flow
The collective impact—record subscriptions, lowest cancellations, highest satisfaction—proved the power of alignment
When design anchors a shared vision, it becomes the bridge between user trust and business success.
Project Impact
The redesigned onboarding became the cornerstone of personalization at scale for WW. By simplifying the path to the right program, we empowered members to start their journey with confidence—and stay engaged longer.
Most successful WW launch in company history
Highest new subscriptions and lowest cancellation rate to date
Record satisfaction — “happiest members yet”
