DISCOVER PROJECT
Client
Weight Watchers Med Plus Quiz Optimisation
Transforming WeightWatchers into a Personalised, Conversion-Driven Platform
Oct 2025 - June 2026
Redesigning the WeightWatchers Med Plus pre-purchase quiz into a confidence-building narrative that handles cost, insurance, efficacy and support anxieties - without inflating the funnel or the promise.
SERVICES
Product Design, Product Strategy, UI/UX
Project Overview
Adding more screens to a conversion flow is risky. Every extra step creates another opportunity for users to drop off, so I treated the idea that "storytelling increases conversion" as a hypothesis to test, not an assumption to design around.
The existing Med+ quiz jumps straight from an eligibility check to checkout - functioning like a sterile intake form for a $500-LTV medical product. GLP-1 prospects arrive carrying real, specific anxieties: hidden costs, prior-authorization nightmares, fear of paying and then being denied, and a deep skepticism that "this won't work for my body." Competitors win by acting as an empathetic guide.
Users want to feel understood, see what this will actually cost, and have proof it works for people like them - before committing to a subscription they're not sure they will even qualify for.
Approach
Fashion shooting in the studio
My approach began from an uncomfortable truth: adding screens to a checkout funnel usually lowers conversion. So instead of decorating the flow with storytelling, I treated every interstitial as an objection to neutralise. I designed for the "overwhelmed but ready" health seeker – someone ready to commit, but anxious about cost, eligibility and whether GLP-1s would work for them – and sequenced each screen to answer one of those fears at the moment it peaks, so belief is built before the price ever appears.
Each screen had to earn its place. Rather than adding content, I focused on answering the questions people naturally ask before committing to a high-cost healthcare service. Every screen either reduced uncertainty, built credibility or prepared users for the next decision. In a regulated product, transparency wasn't a constraint - it became the foundation of trust.
Process
My process began by breaking the purchase decision into its real objections: cost, eligibility, efficacy and support. Each concern was mapped to the moment in the journey where it could be answered most naturally, creating a clear narrative instead of a series of disconnected screens.
From there, I refined the flow through rapid iteration with product and engineering, removing anything that added friction without increasing confidence. We continuously balanced business goals, compliance requirements and user needs, ensuring no screen existed without a clear purpose. The final journey stayed intentionally focused, guiding users from curiosity to commitment without feeling like a sales funnel.
A screen only earns its place if it moves trust more than it costs in friction.
Final Design
The final experience guides people through a conversation rather than a transaction, building confidence before asking for commitment. Every screen was designed to answer a genuine question or reduce a specific hesitation. Instead of pushing users straight to checkout, the journey gradually introduces evidence, transparency and reassurance before presenting pricing and the recommended plan. By the time users reach the final decision, they understand not just what they're buying, but why it's right for them.
By aligning the experience with how people actually evaluate a high-cost healthcare decision, the funnel became more informative, more trustworthy and ultimately more persuasive.
Product Images
This project reinforced a simple principle: people don't move forward because a journey is shorter—they move forward when it answers their questions honestly. Every design decision balanced business objectives with genuine user concerns, showing that transparency can be just as powerful as reducing friction.
OUTCOME
The proposed redesign was modelled using the baseline metrics from the product specification and conservative healthcare funnel benchmarks. While these figures are directional rather than post-launch results, they demonstrate the expected business impact of a trust-first purchase journey.
— Sarah Mitchell, Creative Director at Lumina Creative
The redesigned Med+ journey was projected to improve both conversion and long-term retention. By answering the questions people naturally ask before committing to treatment, the experience models a 17% increase in quiz-to-checkout conversion, equivalent to approximately 1,200 additional members from the same traffic volume. More importantly, it also projects a 22% reduction in 30-day cancellations, suggesting that greater transparency and education can build lasting confidence rather than simply increasing purchases.
Instead of treating conversion and trust as competing goals, the redesign demonstrates how a clearer, more transparent journey can improve acquisition while helping people make more confident healthcare decisions.
Audience engagement
Satisfaction Rate
