UX Research
Product Design
Health & Wellness
Metagenics Personalization
Personalized guidance for health consumers, from a practitioner-trusted brand.
Industry
Healthcare
Year
2023
Timeline
4 months
The Research Question How do health-conscious consumers decide which supplements to trust, and what would make them choose Metagenics as their advisor instead of just another store? Context Metagenics is a nutritional products leader with deep practitioner relationships. The Goal Engage health-conscious consumers directly. Increase traffic, educate on products, and become a trusted advisor rather than a catalog. The bet was that educational content, custom product recommendations, and personalized guidance would earn something a store never gets: an ongoing relationship, starting with the email address.
Solution
My Role Senior Product Designer and Researcher. Ran the research, led the design, and mentored the team in design thinking methods: interviews, empathy mapping, iterative prototyping, usability testing. Process Research, empathy, definition of needs and problems, iterative prototype design and testing. Competitive analysis, user interviews and usability testing with women aged 39 to 65 interested in health, empathy maps and journey maps, low-fi prototypes refined through testing with real users. Key Insight The purchase wasn't the hard part. Decision fatigue was. Consumers didn't need more products. They needed to understand enough to choose with confidence, and support after they chose.
Outcome
Outcomes at a Glance Research-backed requirements that turned executive disagreement into one unified direction, and a mentored team now running its own interviews and usability tests. What Shipped The personalized health journey (educational content, custom product recommendations, and personalized guidance in one flow); the email value exchange (guidance worth signing up for, enabling ongoing engagement); and tested prototypes refined through usability testing with the actual audience. Learnings Understanding before purchase and support after purchase is what health consumers actually value; keeping the work anchored in user evidence held it steady through leadership transitions; earlier stabilization and clearer communication would have improved outcomes.
