Marketing, Brand, and Product Management at Melaleuca, The Wellness Company
I began my employment at Melaleuca in January 2024 as an International Marketing Analyst. Although the title assumes that I would primarily take on data analysis and marketing strategy, I later found that the role was a bit misleading…in a good way?
Idaho Falls, ID, USA
1985
Consumer Packaged Goods
> $2 billion (2025)
5,200
Role & Responsibilities
The original platform had an outdated interface that was difficult to navigate, causing frustration among users. The complex workflows and lack of clear visual hierarchy made it challenging for users to manage their subscriptions effectively. Our task was to simplify the user journey, reduce cognitive load, and incorporate modern design principles to make the platform more user-friendly and visually appealing.
Results
Post-redesign, user engagement significantly increased with a 25% reduction in task completion time and a 30% decrease in user error rates. User satisfaction ratings improved from 3.2 to 4.6 stars. The streamlined workflows and modern interface resulted in a 20% increase in new subscriptions within the first six months of the launch.
94%
Customer retention
>400%
Sales vs forecast on promotions
+4,400
WhatsApp subscribers
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
The modernization of the subscription management platform successfully addressed the core usability issues and improved the overall user experience. By focusing on simplifying the interface and optimizing workflows, we were able to create a more efficient and enjoyable platform for users. The significant improvements in user engagement, satisfaction, and subscription rates underscore the importance of user-centric design in achieving business success.
