The Wellness Minute
Project Involvement
- Sole designer & website project manager overseeing 2 development teams
- Project lead for the client's 2 WordPress websites, 2 online Shopify stores, and 3 custom app across 2 verticals
Project Highlights
- Since launching in May of 2023, we have seen a 15% increase in orders
- 18% Increase in average order value
- 7% Increase in returning customers
Phase 2 of Full Brand Overhaul
This is the largest website-only contract acquired to date for my current employer.
Project Overview
The Goal: The project started in June of 2021 as a continuation of the Metabolic Management Brand. Its focus was to re-design and optimize the client’s patient-facing products. This included The Wellness Minute, a website housing 80+ doctor profiles with weekly educational videos for the doctor’s patients to be dropped in an automated email campaign, custom homepage videos based on URL parameters, and built-in referral links for patients to access the doctor’s online store. The second part of this rework was their online store, getBiotics, which was built to assign patients to their doctors and compile gained commissions for each doctor based on their patient’s purchases.
The Pain Points: While the Metabolic Management website focused on a niche user base, The Wellness Minute vertical needed to speak to a wider audience as a profile-based website using the Doctor’s voice. A personalized experience with individual profiles and multiple pages per account, housing a branded video library required unique problem-solving skills. While considering this build, the client also requested the process for creating new doctor profiles be optimized for low-effort upkeep.
The Wellness Minute
getBiotics
The Process
Scope of Work: After meeting with the client to conduct a new project debrief, a comprehensive SOW which encompassed the timeline of deliverables, research on competitors, design references, and sitemap. Once approved, I began with wireframes to gain full scope understanding between the client and each team.
The Nitty Gritty: From mockup approval, we moved into design and development. After aligning our teams, I built the core of the design systems and dynamic profile creation through WordPress while the development teams assisted with writing supporting code to polish the system. The website offers a user profile to be created for each new doctor, with custom fields added to the backend of WordPress to accept new data such as a bio, services offered, and their affiliate code. In addition, a video library post type was added with support material fields that allows each doctor to display the video on their own profile without being directed to a general page. The videos are designed to play on a dynamic popup on page once selected, allowing each profile to effectively act as a self-contained website.
The Store: An affiliate-based Shopify store was created to go hand-in-hand with The Wellness Minute profiles. This is an invite-only store, which doctors promote in their clinics and through an email drip campaign run by The Wellness Minute team, showing an edited patient version of the Metabolic Management wellness videos. In addition to the store, a custom app was built by a dedicated Shopify development team which creates doctor profiles, discount codes, and assigns patients to their doctors.
