WW (Weight Watchers Reimagined)

Launching myWW

The new food program, myWW, addressed the fact that everyone’s needs are different and offered more flexibility and freedom than ever before. It leveraged details about food preferences and lifestyle to match each member to one of these three comprehensive ways to follow the program, leading to clinically significant weight loss and reductions in hunger and cravings:

As the design lead, I worked in tandem with another Product Designer to craft the experience for the new food program - myWW.

We were tasked with evolving the digital experiences on WW’s mobile apps (iOS & Android) and the website. All we knew when we started in January 2019 is that we had to make an assessment. Reflecting on our member needs, the Product Designer and I defined our scope as follows:

• Accommodate the new food program, myWW, for an internal test launch in September 2019 and a public launch in November 2019

• Ensure members can find the right approach for them

• Foster/maintain member confidence

• Make sure that members have the knowledge and tools they need to live successfully on the new food program

We took a highly collaborative approach to design, brainstorming, and wireframing in tandem.

As the design lead, I focused on our presentation strategy, navigated conflicting feedback (and viewpoints), and ensured we received buy-in from our cross-functional partners.

This was a sensitive cross-company initiative with numerous stakeholders, including those at the c-level. Getting buy-in from our partners was especially important when we uncovered learnings in user testing that required a pivot on the experience for existing members.

I am not at liberty to discuss or show the design process in further detail in a public setting. However, we worked on everything from conducting a competitive analysis and workshops with internal stakeholders to partnering with User Research and Behavioral Science for user interviews and testing, to creating wireframes and prototypes.

I can also share that myWW was the most successful program at launch, with the most subscriptions and least amount of cancellations.

2020 is off to a terrific start. The global launch of the new myWW program is resonating in every market… Right now, we have more than 5 million members globally – a new all-time record for WW.”

Mindy Grossman,
WW (Weight Watchers Reimagined) President and CEO

I hypothesize that a lot of this is due to the confidence in their program placement that members felt during their assessment and onboarding. 

If you’d like to discuss my work at WW in further detail, feel free to reach out to me. I would be happy to dive deeper into the design and design process, sharing what I can. If you have the password to the detailed case study, you can see it here.