E-commerce Experience Redesign

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

The Problem

Optavia's website was built around one user journey - traditional weight loss - but users had diverse goals like GLP-1 medication support, maintenance, and muscle building. The site couldn't effectively guide users to appropriate programs or products.

Three clickable cards showing Optavia's turnkey nutrition plans for different journey stages: Weight Loss card with person in home on phone (Achieve a healthy weight), GLP-1 Support card with woman at laptop (Get proper nutrition and muscle health support while on weight loss medication), and Maintenance card with three people jogging outdoors (Support a healthy weight)

Our Approach

I collaborated across teams (marketing, nutrition, legal, development) to redesign the user experience around multiple pathways. Key insight: users needed to understand not just what to buy, but why it would work for their specific situation.

The Solution

Three-step getting started guide for GLP-1 Lifestyle Program: Step 1 - Create an account with Optavia to get connected with a coach for personalized support; Step 2 - Get your tailored nutrition plan delivered to your door with help from Optavia coach on customization and LifeMD guidance for GLP-1s if clinically appropriate; Step 3 - With GLP-1s and personalized nutrition plan in hand, embark on weight loss journey learning lifelong healthy habits. Includes lifestyle photo of woman with meal and mobile app interface mockup Marketing section showing food photography of various ASCEND meals (pancakes with berries, bowl with vegetables and protein, egg sandwich, soup) alongside messaging that scientifically designed products and self-prepared Lean & Green meals work together to make healthy eating second nature. Four benefit icons show: Backed by science, Nutrient-dense products, Pre-portioned, No colors/flavors/sweeteners from artificial sources, and Nutritionally equivalent and interchangeable

The Impact

Created a scalable e-commerce experience that could accommodate new user segments and product lines while maintaining conversion effectiveness

Why This Worked

Instead of cramming everything into one generic funnel, we created specialized pathways that spoke to each user's specific needs and concerns. This reduced cognitive load while increasing relevance.

Feature comparison table titled 'Medications can jumpstart your weight loss, but then what?' comparing GLP-1s + Optavia versus GLP-1s Alone. Shows checkmarks for both columns on Weight Loss and Appetite Suppression, but only GLP-1s + Optavia includes: 1:1 Guidance and Support from a Coach, Supportive Community, Tailored Nutrition Plan, and Healthy Habit Creation to Support Long-Term Success. Gray minus signs indicate GLP-1s Alone lacks these features Row of six line-art icons in purple representing nutrition concepts: bowl of food with utensils, atomic/molecular structure, DNA helix, pyramid with circles (food groups or hierarchy), wrench/tools, and wheat grain or leaf Product information section with three tabs (ASCEND Mini Meals selected, Lean & Green Meals, ASCEND Daily Nutrients Pack) showing ASCEND Mini Meals product photography and benefits list detailing High-Quality Protein (20 grams or more to help retain lean muscle mass), Fiber (Up to 10 grams to promote digestive health), and Calcium (A good source of calcium to support bone health)

Next Project: Two Weeks, 22% Better Results