949.735.2631 info@dpkatz.com

Metagenics Inc

 

DATES : 2015-2020

PLATFORMS: Web, Mobile

ROLES: Lead UX/UI Designer

ABOUT METAGENICS:

I began working at Metagenics in 2015 to lead design and UX research initiatives on the “Digital Team,” which handled eCommerce and commercial marketing web sites. Over the years, my role there has grown and I’ve amassed a sizable body of work.

2015-2016: eCommerce & Digital Brand Updates

High level work:

 

  • Auditing the state of the digital brand properties
  • Updating the look of landing pages & email marketing templates
  • Rebuilding said templates to be responsive
  • Implementation of split tests with Optimizely
  • Analyzing traffic and behavior using GA and other tools
  • Wireframing for usability testing
  • Developing functional spec docs (FSD) for the dev team
  • Designing native mobile app for program specific recipes
  • Split testing marketing collateral

Early Changes

B2C Test Mockups

Utilizing our research on checkout roadblocks, I was asked to develop a mockup to present to customers that gave them an opportunity to check out without being ‘paired’ to a practitioner. The user flow was well received by patients, but rejected by stakeholder practitioners—our KOL advisory board.

2017-2018: Metagenics.com “2.0”

In the second major reorganization (that I witnessed) at Metagenics, my team was assigned to pilot an Agile squad with the goal of improving the customer searching and purchasing experience on a new eCommerce platform that was implemented.

High level work:

  • Iterating on key aspects of the legacy eCommerce site, designing a new subscription system, more robust search functionality, and a checkout process with less ‘friction’ 
  • Updating the look of digital brand to match a new web site (which I had helped guide the visual design patterns for)
  • Training and supervising new associates on responsive design, multivariate testing
  • Implementation of user testing platform Hotjar
  • Observation of user recordings, heatmaps, and surveys to help inform our backlog stories
  • Pioneering and helping guide Agile methodologies

 

Wireframes

Resulting Landing Pages & Micro Sites

Mobile eCommerce Platform UI Screens

Responsive Email Designs

2019-2020: Metagenics Institute

Metagenics Institute is the education arm of Metagenics Inc. It focuses on conditions and treatments and was designed to fit a regulatory requirement that keeps Metagenics products away from articles and information that discusses disease state. During an organizational change, I was transferred and promoted to test-pilot an Agile team with a focus on creating new revenue streams and generating leads.

High level work:

  • Implemented marketing automation platform (Hubspot CMS) to house new landing pages, email campaigns, tracking, etc
  • Established a range of trigger-based automated marketing campaigns based on various activities performed by users
  • Developed a ‘bean counter’ tracking system to validate leads and redirect them to our sales team
  • Carried out A/B tests on automated campaigns to maximize results
  • Segmented audiences to optimize and increase effectiveness of campaigns
  • Identified trends and insights based on lead behavior that lead to the creation of some audience tailored content
  • Executed on UI design duties for landing pages, marketing emails
  • Assisted in production and authoring of a podcast that generated 10,000 listens in the first 10 weeks
  • Developed and enhanced WordPress templates to satisfy a back-end need to simplify embedding of Youtube/Vimeo files and Libsyn podcast streams
  • Designed a lead capture strategy that revolves around practitioners engaging with us to gain access to additional content
  • Created and developed a new digital product category “practitioner toolkits” that has proven to be a promising revenue stream (leveraging existing content, no less)

 

Responsive Landing/Product Page Designs

Other Projects