Amongst an era of weight loss medications, Found has struggled to place it's market edge against big name competitors such as Hims/Hers, Ro, and Henry Meds.

As an emerging company, Found places its market value on white coat service and its accessibility to emerging weight loss medications — injections, oral medications, and all alternatives — all at an affordable rate.

My role in working with their product and growth marketing teams was to analyze full-funnel user behaviors/trends to develop landing pages that isolated a deeper understanding of users' desire to purchase.

With conversion rate top of mind, my ultimate goal as UI/UX Design Lead was to align business strategy from acquisition (first ad impression and landing page visit) through growth product (purchase and post-purchase).

This partnership was unique to my role as I was managing it independently without a product manager, meaning that the Found team was building & testing their designs in-house.

A large part of my role was analyzing full funnel user data with their stakeholders. CRO plays a large part in upper funnel analysis, but due to the unique status of the partnership, I would work with not just marketing stakeholders but also their product team to make sure messaging aligned from ad > LP > PPQ > checkout.

We performed pre-purchase funnel research to align on next design strategies and goals.

Creating designs with a growing company can be challenging because they lack cohesiveness in their brand system, marketing strategy, and overall team functionality.

As the UX/UI Lead for their product growth/marketing branch, my goal was to design one page per month based on user trends. This challenge was layered as their branding was still in flux, so my goal was to focus on optimizing module designs and messaging for the top 20-30% of their page, recognizing that drop off rate increases primarily after that percentage.

Based on user and product market research, as well as competitive audits, my designs began to out perform their landing pages. By focusing on the top 20% of the page, we isolated top-performing messaging and color choices.

While 8 months felt like a long time, it led us to a deeper and more isolated understanding of what users respond to.

The top 10-20% of a page is the most optimal place to hook and grab a user. Through months of testing we discovered that our users respond best to a clear hero design as well as our primary green color. Equally, users are attracted to messaging that revolves around injections or alternative affordable alternatives without being too aggressive around pricing.

With this knowledge, we're choosing to mimic top of mind competitors to better evaluate how much users want to interact before the pre-purchase quiz.

My assumption is that based on their positive reaction to quizzes and PDPs before the PPQ (pre-purchase quiz), as long as users have a general idea of their options and pricing, they are ready to commit later down the funnel.