Lead Designer
WQA
Discovery & Ideation
Customer Journey Mapping
Wireframing
Prototyping
UI/UX Design
Overview
doTERRA is a global wellness brand specialising in essential oils and natural products. The project was to design a native mobile app that combined shopping and enrolment into one streamlined experience, giving customers and team members a clear, intuitive way to interact with the brand on mobile.
The Challenge
The existing flows were built for desktop, making them complex and difficult to use on smaller screens. We needed to refactor these journeys for mobile while catering to multiple user types, each with different requirements and permissions.
Adding to this, the app planned to launch across global markets with variations in language, legal requirements, products and promotions.
The Solution
I structured the app’s information architecture, mapped-out keys user journeys, then created wireframes and prototypes to refine shopping, enrolment and loyalty order flows for mobile. The design system was developed and extended with modular components to support regional needs. I worked in close collaboration with stakeholders throughout to ensured the app remained scalable, consistent and user-friendly worldwide.
The groundwork
We created the Information Architecture of the app, including sitemap, userflows and wireframes of key screens. We also concepted around the visual design, building on the evolving style guide at the time. I worked closely with the client throughout the project, with these relationships becoming integral to the success of the product.
Full of functionality
The app has three user types, each having varying levels of access to certain flows and functionality. Users can search, browse and purchase items from the doTERRA catalogue, setup and manage recurring loyalty orders, access monthly promotions and signup new team members within the app.
Global challenges
One of the biggest challenges was taking a very much desktop-led design and refactoring the layouts for a mobile viewport. The app launched in several global markets leading to design considerations around language and legal processes. This also increased the component variations and international stakeholder involvement.
