FOLX Health needed a unified vision for its member journey to align teams, increase retention, and scale services and membership effectively. The company lacked cohesive user experience design and faced challenges with inconsistent design to development workflows that were slowing down product delivery and impacting overall member satisfaction.
Additionally, FOLX required strategic foundation work including competitive analysis, stakeholder interviews, and customer research to properly understand their member base and value props. The organization needed to define core member archetypes and create a comprehensive customer journey map while establishing a product roadmap that would deliver an inclusive, frictionless membership experience across all touchpoints.
Achieved 3x traffic increase to the marketing website through redesign and reduced design-to-development time by 40% through a robust design system
Reduced membership sign-up drop-off by 18% through user testing and A/B experiments that identified and addressed key friction points
The project involved building a comprehensive design system using Figma and Webflow that eliminated inconsistencies in design and development workflows, especially for membership flows and sign-up processes. The system elevated product quality and accessibility while leading tobetter collaboration between engineering, marketing, and product teams. This design foundation became essential for scaling FOLX's digital products and ensuring consistent user experiences across all membership touchpoints.
The redesign included designing and coding the folxhealth.com site in Webflow with custom HTML/CSS/JS, integrating a robust CMS for easy content updates by the marketing team. A comprehensive accessibility audit was conducted across all components and pages, ensuring WCAG 2.1 AA compliance and significantly improving usability for all users. The site launched on schedule with high cross-browser and mobile performance, alongside inclusive design principles.
