HNconnect is Herbalife Nutrition’s first proprietary CRM powered by Salesforce and was designed to help users build relationships, improve their follow-ups and grow their businesses.
Challenge
Reimagine HNconnect based on user feedback and develop a mobile app that enhances a user's day-to-day activities while providing unique opportunities for growth
Objectives
• Introduce new features that support the user's business objectives
• Bolster existing features that set HNconnect apart from its competitors
• Acquire active users not just downloads
My Role
• Developed user surveys and reviewed observational research and insights
• Collaborated with product, design, and marketing teams to clarify business and user goals
• Created new UI copy and UX content for prototypes and subsequent iterations
• Conceptualized, pitched, and executed the launch campaign for the mobile app
• Launched and managed a newsletter to educate users on new features and best practices
Research
Throughout the development process, our team gathered the following research:
20 usability tests
23 workplace beta testers
49 interviews
314 survey responses
Empathize
I created multiple user personas to help us build with empathy for the real people who would use our product.
Design & Prototype
After defining our target audience and key opportunities, I led a 4-day design sprint with engineering and product design.
The Journeys feature is powered by Salesforce AI and sends automated follow-up emails to a user’s contacts, so I developed description standards that let the user know exactly what to expect from each Journey.
Less is more: instead of relying on instructional copy, we created visuals to make the app more intuitive to use.
Insights is an app-exclusive feature that leverages machine-learning to provide users with guidance on how to successfully follow-up with key contacts, so I established a tone that empowered the user to take action.
Product Launch
Inspired by our user research, I conceptualized, pitched, and executed the launch campaign for the app.
I led the art direction for an educational video series that explained the AI-powered features within the app.
Retrospective
Pre-launch, HNconnect had 21,120 subscribers with only 3,220 active users.
Post-launch, HNconnect had 29,866 subscribers with 9,368 active users.
I am proud to say that our efforts contributed to the 41% increase in subscribers and 191% increase in active users.
As of 2022, the app is on track to acquire 70K total subscribers.
