The Institute of Integrative Nutrition (IIN) is an online nutrition school with 30 years experience and 40,000 students in over 50 countries. Their products include an online course, the primary marketing website and a suite of apps designed to enable former students to start successful businesses in health coaching. 

Problem

Revise all sites and apps, making them responsive and modern, integrating a revised brand and operating within the constraints of a small development team with divided responsibilities, and a consistent churn of UX design team members due to a reliance primarily on contractors

Approach

I assembled and managed a cross functional team working on all UX initiatives including marketing, new products and the flagship app. The initial work consisted of a brand refresh program which was developed and then applied to subsequent product work. Utilizing a process of rapid prototyping and testing within an agile framework, designs were assembled without substantial UX artifacts in order to capitalize on availability of limited resources. Working closely with stakeholders and developers, designs were prototyped, tested, iterated and developed at a rapid pace. In addition to spearheading new product initiatives, the new UX team that was assembled was able to clear a backlog in a few months that had built up over numerous quarters. 

Impact

The new UX team tripled previous production/ship rate, and design updates to the primary marketing site led to 60% higher engagement and 25% increase in conversions. Updates to apps also led to increased engagement, as well as testing results that reflected increased ease-of-use.

Onboard Design

This series of pages was created to enable simple online enrollment to the school for any individual in the world with a credit card. Previous to this, enrollment involved a complex series of interactions with both software and live individuals, and the designs for the digital components of this UX were confusing and tricky to navigate, ignoring fundamental UX patterns. 

Blog Redesign: Before/After

An outdated blog design was updated to achieve higher engagement. The right rail and numerous content modules were de-emphasized in favor of a more mobile-friendly, content-forward design, with larger images and more scannable content, as well as putting a focus on the primarily desired goal of user engagement with the blog posts.

Revised Site and Landing Pages

A revised brand led to updates to the primary marketing site as well as the creation of numerous landing pages. These were designed with, at times, little notice and were needed within days to reflect various promotions. In single, long-scrolling pages, the various details and benefits of the school are described with a clean, image-heavy layout that funnels the user into a call-to-action for enrollment.

User Testing

These artifacts reflect testing done on one of the primary apps

Revised Mobile App

ShareIIN is a site dedicated to serving the million-plus alumni community of the school. Tasked with creating a mobile-
friendly site, the decision was made to create a separate mobile app, rather than to recreate the desktop-oriented design as a responsive site. 

Ad Campaign/Brand Refresh

The school’s online ads and promotional banners were completely revised to bring a warmer, more colorful, more modern tone to the brand, resulting in higher click-through rates.