Timeframe

March 2019 - May 2019

Role

Advisor to senior leaders
Design lead
Branding/Color
Brand Architecture
Art Direction
Creative Direction
UX/UI Design
Photo Illustration

CONTEXT

Verywell Fit is one of four sub-sites of its parent brand Verywell. When it was first created, the design was conservative and took on the brand attributes created for the health audience Verywell. Breaking up the original site into four small sites was a business decision to help each category stand strong against its competitors in their space.

Within a year it became apparent that the design was not serving the audience and was failing to match the brand position and value the business had identified. Despite having in depth content on every topic, the users of this site found the current design to be introductory, not actionable, and uninspiring. Business was having difficulty growing engagement and site traffic. The sales team found it difficult to sell Ad space.

My role on this project was to act as an advisor to senior leadership to analyze the current state of the site experience and formulate an effective strategy around brand hierarchy and propose a recommended design direction.

The following shows the research, brand discovery, competitive analysis and design explorations I’ve worked on to help lead stakeholder discussions and arrive at a redesign that was launched within 3 months.

measuring comfort level

Exploring Designs

Presenting stakeholders with no more than three directions helped to gauge the comfort level of the direction the design needed to move in. By tuning the dials of existing Verywell Fit attributes, I was able to provide below options to help compare what was possible for the new site redesign.

Final layouts

The stakeholders felt comfortable with evolving the brand enough to where the users would take notice without disrupting the architecture of the brand too much. The final design is below. Redesign of Verywell Fit launched on May 15th, 2019.