Client
Viome
Roles
Design Director
Lead Designer
Increased existing-user subscription rate from 8% to 15% through strategic app redesign.
Delivered a comprehensive and transformative app redesign within a remarkably tight timeline.
Accomplished the full-scale redesign efficiently with a small, agile design team.
Leveraged cost-effective AI tools to rapidly identify key user pain points.
Viome’s leadership sought a comprehensive overhaul, including complex new features such as AI-generated personalized cookbooks, all within an incredibly tight eight-week timeframe. Recognizing the constraints, my first strategic step was aligning stakeholders to prioritize immediate business objectives — enhancing user trust and engagement — over feature overload. Securing agreement for a user-centric and data-driven approach was crucial for project success.
Traditional user research wasn’t feasible due to time limitations. Innovating quickly, my team leveraged existing resources:
AI-Enhanced User Feedback Analysis: Using AI tools, we rapidly analyzed thousands of customer feedback entries and app store reviews, quickly identifying key pain points.
Stakeholder Collaboration: Regular strategic discussions ensured alignment with business goals and informed critical design decisions.
We also implemented a vision-driven design strategy, inspired by revolutionary products like Steve Jobs’ iPhone. While data-driven methods focus on what users explicitly express as their needs, our vision-driven strategy anticipated needs users hadn’t yet realized, enabling us to create a truly transformative user experience.
Guided by our combined insights, we implemented targeted actions to enhance user trust and app intuitiveness:
Comprehensive App Audit: Ensured we retained features that users found valuable while improving or removing elements they didn’t need or want.
Creating Design Systems and UI Kits: Established a consistent design system and comprehensive UI kits, facilitating scalability and efficient future updates.
Connecting User Needs with Offerings: Clearly identified user needs and linked them to Viome’s products and features, introducing innovative and valuable new functionalities.
Guided User Experience: Presented information in a creative, engaging, and easily digestible manner, significantly enhancing user understanding and satisfaction.
Intuitive Interface Redesign: Streamlined navigation and redesigned interfaces to make the app intuitive and easy to use.
Enhanced Visual Appeal: Applied modern, aesthetically pleasing design principles and color psychology to boost perceived usability and enhance brand appeal.
Our rapid, strategic approach delivered remarkable improvements within the tight timeframe, confirmed by usability research conducted in partnership with the University of Washington:
Increased Conversion: Since the app’s launch, the conversion/attach rate—existing users subscribing to Viome’s products—nearly doubled from 8% to 15%.
Reduced User Churn: Improved reliability and intuitive navigation significantly reduced user drop-off.
Increased Engagement: Clearly guided user experiences boosted daily interaction, user satisfaction, and overall retention. Returning users reported significantly higher understanding and actionability scores compared to previous versions of the app, emphasizing the impact of our redesign.
Enhanced Satisfaction: Both new and returning users appreciated the improved visual clarity and intuitive design, boosting overall user satisfaction and trust in Viome’s recommendations.
Scalable Foundation: Established a robust, scalable design system that supports seamless integration of future features and continuous enhancements.
Through the same comprehensive research from the University of Washington, we identified several areas for further enhancement:
Deeper Personalization: Users expressed a desire for more personalized health insights.
Clearer Navigation and UX Copy: Navigational elements could benefit from additional simplification, and UX copy requires clarification to further improve user understanding.
Enhanced User Guidance: Increased guidance was requested for new features to ensure optimal utilization.
Leveraging these insights, our next design iteration will prioritize deeper personalization, further streamlined navigation, and proactive educational content to enhance user confidence and engagement even more.
For more details about this project or to explore similar work, feel free to reach out.
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