The Nutrition Recommender
Overview
Problem: Amway direct sales representatives, aka Amway Business Owners (ABOs) struggled with recommending nutrition products; lacked scalable personalization tools.
Role & Team: As UX Lead, I partnered across functions—including product, marketing, engineering, and our design system team, where I also played an active role.
The Process
Sketched chatbot flows, mid-fidelity wireframes, and final hi-fi screens. Iterated based on prototype testing: simplified question language improved completion by 15%.
Whiteboard sessions when we kicked off this project
Research & Insights
Eight user interviews and 15 survey responses revealed that users wanted guided yet quick help (preferred quizzes).
Stakeholder interviews indicated that compliance and brand consistency were critical.
Design Implementation
Integrated quiz and results pages into Amway’s UI kit. Key screens: quiz step, product recommendation, sharing features (ShareBar/MyShop - I was also the design lead on those projects).
Design concepts
Image 1: a conversational chatbot experience; Image 2: a survey (this is what launched); Image 3: results page and product recommendations on the live site.
Launch & Results
Launched MVP in Q3 2020 for $84,000 investment.
Results: $250,000 monthly incremental revenue, 70% quiz completion, positive qualitative feedback
Led to expanded Wellness Recommender.
Learnings & Next Steps
Future: A/B test conversational interface vs. quiz to see which drives higher conversion.
