The Better Together Story
In August 2023, Limeade, the well-being company I was part of, was acquired by WebMD Health Services. Amidst significant changes in the winter, I collaborated with product managers to shape the “Better Together” vision. Joining a team of UX designers at WebMD as the sole representative from Limeade, I utilized my skills in people and product management.
I created a user journey map, a visual storyboard illustrating the journey, and a Demo Asset—a high-fidelity working prototype that narrates the story from onboarding to a returning user. This asset seamlessly integrates behavior change, gamification, various user types, client and end-user goals, and business objectives. It now serves as an inspiring tool poised to propel the product forward.
Create a Design System from scratch they said, it will be easy they said.
At the outset of my Limeade journey, I was assigned a challenging task: construct a design system. At that time, I had little awareness of the complexity involved. Teaming up with another UX colleague, we collaborated with our developer teams to establish tokens, ensuring the creation of a semantic system that made logical sense. Subsequently, we initiated testing.
Although the outcome of our efforts didn’t progress beyond a Figma design library, given the acquisition by WebMD, the experience taught me invaluable lessons about architecting a scalable and reusable system.
QR Codes – how we leveraged a change in user behavior
In 2021, we were living through a the global pandemic. Attitudes to buying changed. People wanted to be as hands off with their shopping and QR codes / App Clips were on the rise.
During my time at Dolly, we seized this as an opportunity to fuel conversion. This project was a field study where I designed a prototype and went out into the field to test it in action. It brought me face to face to the real struggles people have with larger deliveries, gave me the chance to partner with our marketing and sales team and we gained invaluable insight while building this design into our product.
Delivering Delight through User Centered Design
Dolly, functioning as a marketplace with multiple users, brought to our attention an underutilization of our retail product called “Lighthouse.” Originally designed to assist retailers in creating and managing deliveries, it was observed that 86% of the time, Dolly was handling the setup and management of deliveries for retailers – a deviation from our initial product intent.
To address this, I collaborated with leadership, consultants, and various internal stakeholders to establish a retail framework. This framework served as a guide for the redesign of the user experience, which was then tested with retailers. Taking the initiative further, we conducted in-store testing, gathering valuable insights that informed and shaped the product roadmap for enhancing the retail experience.
Have a project in mind?
Clare Krawitz 