Annotated diagram of a business program card interface showing the Coach Accelerator Bonus program with labeled elements including program title, description, text link, current month display, amount earned tracker, card component boundary, and large checkbox indicators for tracking new client signups

Turning Endless Loops of Frustration into Simple Program Delivery

How systematic thinking and design cut our average development cycle from 4 months to 3 weeks

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Information architecture diagram showing the Optavia mobile app navigation structure, starting from loading and login screens, branching into four main sections (Insights home, Contacts, Learn, My profile) with their respective sub-pages including notifications, global search, contact management, business incentives tracking, personal settings, and external links to Coach Buzz, Optavia Events, and other resources

Building Shared Understanding: Mapping the Optavia Experience

Decisions were being made based on incomplete mental models rather than true understanding of user behavior.

Collection of Optavia mobile app screens showing nutrition tracking with meal logging and macronutrient breakdowns, health details dashboard with weight tracking progress (180 lbs current, 160 lbs goal, -6 lbs lost), BMI tracking with visual indicators and history log, hydration tracking showing 48oz consumed (75% of daily goal), and motion tracking with week/month/year views, plus Mini Meals browsing interface

From 2 to 4.7 Stars: The Impact of Truly Understanding your Users

Optavia's mobile app had a 2-star rating because it was built like an e-commerce platform when users needed a behavior change companion.

Promotional flyer for Lehi massage spa featuring a grand opening sale of 25% off all services. The design includes a hero section with spa photography showing massage and facial treatments, contact information (call or text (385) 277-6716 for directions, located in Lehi Marketplace next to Macey's at 785 E 800 N, Lehi UT 84043), followed by a description of therapeutic services including Swedish massage, deep tissue, cupping, stretching, trigger point therapy, Himalayan salt stone aromatherapy. Service pricing is listed: 30-minute massage $50, 60-minute massage $80, 90-minute massage $120, 120-minute massage $160, and Add CBD oil $20

Helping a Small Utah Spa Go From Struggling to Profitable

Delivered a website, booking system, and targeted ads in 3 days, resulting in 62% revenue increase and 57% more appointments within two months.

Hand holding iPhone displaying Optavia health journey personalization questionnaire with the question 'What is your goal?' and three selectable options: Lose weight, Build healthy habits, and Build muscle, with a blue Next button at the bottom

Optavia Health Journey Questionnaire

Optavia needed to transform its coach-dependent acquisition model to create a scalable direct-to-consumer pathway.

Optavia e-commerce product page for GLP-1 Nutrition Support Plan showing ASCEND meal product variety including triangular packages in various flavors with lifestyle photography of snacks. Page displays pricing at $326.80 (discounted from $400) with Premier autoship discount, product benefits highlighting protein, fiber and essential nutrients for GLP-1 weight loss support, readiness checklist for existing GLP-1 users or those about to start, and daily plan breakdown showing 3 ASCEND Mini Meals, 1 Lean & Green meal, ASCEND Daily Nutrients Pack, plus fruits, vegetables, and 64+ oz water

E-commerce Experience Redesign

Optavia's website couldn't accommodate users with different health goals beyond traditional weight loss.

Optavia website homepage hero section featuring woman in pink blazer with product display of colorful ASCEND meal packages and ACTIVE supplements. Headline reads 'Lifelong transformation. Making a healthy lifestyle second nature' with subheading about building lifelong healthy habits with guidance, support, and clinically proven plans. Includes call-to-action buttons to search for a coach, connect with a coach, or start journey

Two Weeks, 22% Better Results: Design Approach Comparison

Our design team created a landing page that outperformed an external agency's version by 22% conversion rate.

Lifestyle marketing photograph showing two women outdoors against a light blue sky and white circular background, with text overlay reading '(Healthy habits) designed for life.' in Optavia's brand typography - parenthetical text in black, tagline in purple

Optavia Design System

Rather than continuing to try accomodating every possible design variation, we built a reference library of components we actually needed.

Mobile phone mockup showing NexusMortgage loan application welcome screen with heading 'Let's get started with your loan application' accompanied by illustration of document with contactless payment symbol. Screen explains gathering basic information about employment and income, with black 'Get Started' button at bottom. Background shows portion of residential house exterior

SimpleNexus Agent Experience

Led design sprint that identified key opportunity in pre-qualification letters, creating agent tools that strengthened existing lender relationships while opening new market segment.

Person with blonde hair working on laptop with yellow 'e' logo against bright yellow tile wall background, shown in black and white with selective color

Epic Marketing Agency Rebrand

Rebranded a marketing agency to compete with larger firms for premium clients using a bold visual system with high-contrast colors and modular layouts.