Herbalife Website Discovery Phase

My role

UX Designer

Some responsibilities

  • Conducted stakeholder interviews
  • Unpacked existing research to inform customer needs
  • Performed competitive analysis
  • Developed process flows based on personas and personalization
  • Facilitated technology workshop
  • Helped define information architecture
  • Created wireframes and prototypes


The team was tasked to come up with an end-to-end strategic solution that is more in line with today's technology and provide a user-centric experience that's seamless while keeping in-mind Herbalife’s business model of “Multi-Level-Marketing.” The current experience is disjointed between different web properties; has an inconsistent look and feel; and the product catalog is outdated and doesn’t match the user's expectations.

The total scope of this project included content strategy, information architecture and UX strategy, with the ultimate goal of devising a plan and roadmap for consolidating Herbalife's digital assets and integrating them into Adobe Experience Manager.


  1. Develop long-term strategy for Herbalife's web properties
  2. Proposed solution should focus heavily on improving lead generation for distributors

Breaking It Down:The Approach & Process

We first had immersed ourselves in the brand and business. We were looking to understand the existing research and overall landscape before gathering additional insights from business stakeholders and users. We focused on the holistic customer journey from brand awareness to becoming a distributor.

Evaluating the existing landscape

The team and I spent some time familiarizing ourselves with the existing user diaries research and personas created. During this time we also immersed ourselves into the website experience, going through the journey from the perspectives of the different personas.

We got to know the several personas that touched upon every aspect of the brand experience. We also did a thorough inspection of all the web properties that belonged to the brand and mapped out its relationship to one another in part to determine its relevancy to the brand as a whole. Using the learnings that we found, I created user journeys that outlined the major pain-points.

Interviews with Stakeholders and Users

We got to interview several key internal stakeholders along with distributors and customers, learning first-hand what each group perceived as problems or pain-points. The interviews painted a clearer picture of the key themes our solution needed to address.

With a more thorough understanding of the business and the individual customer profiles, we revisted the personas and from them derived 3 key segments: prospect, customer, distributor.

These segments provided us an efficient way to think about the problems and solutions from a bigger perspective. The themes above were the distillation of the four most reoccuring topic that came up in our interviews.

Competitive Analysis

Armed with more knowledge of the problems we needed to address, we then looked at the competitive space to understand how other brands navigated these issues. We consolidated our findings into 4 UX pillars.

  • Empower buyers and sellers
  • Provide guidance and build trust
  • Enable personalized experiences
  • Drive goal oriented results

Defining Our VisionProcess Flows

We then explored how the different solutions could work within the conext of Herbalife. The team and I began creating process flows that outlines our proposed solution.

Information Architecture

An internal open card sorting exercise was done based on our proposed solutions defined in our process flows but also took existing content into account.

The sitemap was a reference used to bridge the UX and content strategy together, with the intent being that the content strategy would ultimately lineup perfectly with the pages defined in the sitemap.

Technology Workshop

A technology workshop was conducted to determine the overall level of effort required to build our proposed solution. We worked closely with our technology as well as content strategy partners, using their domain knowledge of the existing technical infrastructure to determine whether efficiencies could be made to the process flows before determining the value of each feature.

The workshop yielded a working matrix of the level of efforts for our solutions. We then worked with the internal team to determine the business value to weigh the features' overall value.

Simulating the Experience

We had to communicate to the executive team where the value is at each point of the experience and how they tied into our UX pillars.

I helped create clickable wireframes that were repurposed as storyboards, which allowed our team to frame our solution from the perspectives of the prospect and customer as they traverse two use cases.

Annoated colored call-outs were added for context to describe pivotal features.

The work my team and I did resulted in a rough roadmap for which Herbalife could follow that took into consideration in-flight initiatives and existing infrastructure. We organized our findings and presented it to the executive stakeholders.

About the designer

Wilson is an seasoned experience designer whose skillset is rooted in user centered design, product development, and digital strategy.

Check him out on Linkedin.