WeightWatchers Recommendation Quiz Redesign
Improving user experience by refining questions, integrating education, and aligning with user needs.
Role:
Lead Product Designer
Collaborated With:
Engineering, Product, Marketing, UXR, Science, Data Analytics
Timeframe:
3 months
PROJECT OVERVIEW
This case study focuses on the redesign of the recommendation quiz funnel. The new design aimed to improve user experience by refining the question flow, integrating educational elements, and better aligning with user needs. The objective was to enhance engagement, boost completion rates, and clarify the value proposition of WW’s product offerings.
UNDERSTANDING THE PROBLEM
The Business Challenge
The Recommendation Quiz was meant to be a seamless, engaging way to guide users toward a membership plan. However, its completion rate was too low (53%), leading to a drop-off rate of 47%. This meant a large percentage of users abandoned the quiz before finishing, limiting conversions and revenue potential.
User Problem
Many users didn’t trust the quiz to provide a relevant recommendation. The lack of clear progress indicators and personalized feedback caused frustration and uncertainty, leading to abandonment
Key Pain Points:
Lack of Confidence:
Users felt that WeightWatchers didn’t fully understand their needs.
Perceived Disconnect:
Users didn’t clearly see how the quiz results aligned with their wellness goals.
Usability Issues:
Users struggled with progress visibility and limited answer selection options.
Data Insights
53%
47%
abandoned the quiz before finishing
16%
of quiz finishers converted
quiz completion rate
RESEARCH AND ANALYSIS
Understanding User Behavior & Conversion Barriers
To create a meaningful redesign, it was essential to understand why users were dropping off and identify opportunities to enhance the experience. The team conducted user interviews, competitive analysis, and data reviews to pinpoint usability barriers and areas for improvement.
By analyzing user behavior and industry best practices, we uncovered key insights that shaped the new quiz structure, making it more engaging, informative, and conversion-driven.
Research Methods
User Interviews:
Gathered qualitative insights on quiz frustrations.
Competitive Analysis:
Benchmarked assessment best practices.
Data Analysis:
Examined drop-off points to identify high-friction areas.
Research Findings
Assessment Questions:
Clarify question count, expand answer options, and add relevant dietary and medical questions.
Assessment Transition Screens:
Minimized excessive transition screens, improve visual appeal, and streamlined the user experience.
Results Clarity
Deliver personalized result and clear recommendations based on user needs.
TESTING & ITERATION
Validation Testing
Before jumping into redesign, we tested key interaction patterns and content updates to validate early assumptions. This helped us confidently prioritize what changes would actually move the needle.
A/B Testing & User Validation
Auto-Advance Feature:
Increased engagement by reducing friction.
Results Page Personalization:
Improved trust and user understanding.
Email Capture:
Considered for future retention but was deprioritized.
01
Data-Driven Adjustments
User Feedback Loops
02
Iterated based on qualitative feedback from user testing.
A/B Testing Insights
Monitored quantitative impact through analytics and A/B tests.
03
Flow Optimization
Adjusted quiz flow based on engagement drop-off data.
DESIGNING THE SOLUTION
Designing the solution
Using validated insights, we restructured the quiz to be more intuitive, personalized, and easy to complete. The focus was on reducing friction, increasing trust, and guiding users with clarity.
Key Enhancements
Refined Assessment Questions
Clarified question count to set expectations.
Expanded answer options for greater relevance.
Added dietary and medical questions to improve personalization.
Improved Progress Tracking
Introduced clear progress indicators to reduce uncertainty
Reinforced a sense of momentum through subtle animations and guidance
Improved Transition Screens
Minimized excessive steps to streamline the experience
Improved visual hierarchy to keep users engaged
Optimized Results Page
Delivered personalized feedback based on quiz responses
Provided clear plan comparisons to help users make informed decisions
RESULTS AND IMPACT
We successfully restructured the WeightWatchers recommendation quiz with a streamlined user experience, improving completion rates, user confidence, and alignment with health goals—driving higher engagement and conversions.
43%
Increase in quiz completion
1.2%
Global conversion rate improvement
12M
Additional department spend generated
WeightWatchers Recommendation Quiz Redesign
Improving user experience by refining questions, integrating education, and aligning with user needs.
Role:
Lead Product Designer
Collaborated With:
Engineering, Product, Marketing, UXR, Science, Data Analytics
Timeframe:
3 months