FOLX HEALTH

Client:

FOLX HEALTH

Year:

2022-2025

Role:

Principle Product Designer

1. Strategic Foundation

Challenge
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FOLX needed a unified vision for its member journey to align teams, increase retention, scale services and membership.

Approach

Conducted competitive analysis, stakeholder interviews, and customer research.
Created a customer journey map and defined core member archetypes.
Collaborated with product, ops, and marketing to create a roadmap for an inclusive, frictionless membership experience.
Created a product roadmap with product manager.

What I did

Led design of the FOLX member account experience using Figma.
Built a robust design system to reduce inconsistencies and speed up design-dev workflows.
Collaborated with engineering and product for agile execution.

Impact

Prototypes

What I did

Designed and coded the folxhealth.com site in Webflow, including custom HTML/CSS/JS.
Integrated a robust CMS for easy content updates by the marketing team.
Created responsive, inclusive, and accessible layouts.

Impact

3x traffic to marketing website with the redesign.
Launched site on schedule with high cross-browser and mobile performance scores.
Audited and updated accessibility across all components and pages, ensuring WCAG 2.1 AA compliance and significantly improving usability for all users.

What I did

Led user testing and A/B experiments to validate hypotheses.
Created dashboards in Datadog for marketing and product, implementing custom event tracking and supporting A/B testing to optimize user experience and performance.
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Impact

Identified friction points in membership sign up and implemented redesigns that reduced drop-off by 18%.

What I did

Impact

Helped a junior designer level up.
Strengthened the design culture at FOLX through consistent feedback and transparentcy.

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