Building a global digital subscription business
WeightWatchers, Global VP, Product Design and User Experience
2004 - 2014
What was my proudest achievement at WeightWatchers?
Working on the design and development of the WeightWatchers digital products. During my tenure, the digital business grew from $10mm to over $500mm in revenue. Launched WW's first iPhone app in 2008 and quickly had over 1.5 million downloads. It was frequently cited as best-in-class and received numerous awards and citations. Over a three-year span, I managed the launch of over 15 apps in eleven countries.
What was my role?
I originally reported to the CEO. My role evolved over time as executive leadership realized that digital was becoming a profit center. At first, I ran the user experience team. Then I took over the product management of the mobile products. By the time I left WeightWatchers, I was also co-managing the innovation team for all of the WeightWatchers products and services - both digital and retail services.
Did I get involved with consumer marketing and branding?
Yes, I was fortunate to be part of the brand council. We worked with several agencies for marketing through broadcast. Also, I hired the design firm Pentagram to help with the rebranding and repositioning efforts.
How big was my team?
There were 30 full time designers, product managers and copywriters. We did all design, development and user testing in-house. The team managed all production and delivery for the global businesses in over 12 countries. We partnered with IDEO and a few other firms to help us with innovation and long-term planning.
What was the patent you received while at Weight Watchers?
I developed a system of digital tools which enabled customers to take control of daily routines to better manage their weight loss efforts. The premise was for a customer to "master" key routines and adopt them into their everyday life - such as drinking 8 glasses of water per day. It included a series of repetitive tasks with trackers and reminders that resulted in the establishment of new behavior patterns. The potential fatigue from the repetitiveness was made more enjoyable from adding gamification to the experience.
There were 750k followers actively engaged in the experience.
Learn more about the patent.
Awards:
Webbys - People's Choice, Mobile, Social
FlashForward, Integrated Marketing
US News World Report, Best Online Diet
HealthTap AppRx, Best Health and Fitness App
OTHER FEATURED WORK
