B2D2C Health and Wellness Platform
Client Project | 2023-2024
Overview
Herbalife embarked on a transformative journey to redefine its digital wellness experience, shifting from a product-centric B2D model to a customer-centric B2D2C platform.
The Goal
To empower Distributors with customizable tools that foster deeper customer relationships, drive engagement, and increase retention through personalized wellness journeys.
Problem Statement
Despite the widespread use of Wellness Profiles by Distributors, the existing tools were fragmented, paper-based, and lacked personalization.
Key challenges included:
88%
of Distributors documented customer needs on paper
65%
used online forms outside the Herbalife ecosystem
1 in 3
Distributors preferred their own custom Wellness Profiles due to generic templates
50%
of Distributors relied on in-person interactions, fearing digital tools would erode the “Distributor Difference”
Research & Discovery
Methodology employed by the US design team:
322 Distributors surveyed globally.
11 in-depth interviews across diverse markets (US, Spain, Malaysia, Korea, etc.).
Workshops with stakeholders, product teams, and the Medical Advisory Board.
Key Insights:
80%
of Distributors were open to trying a new digital assessment tool
72%
used Wellness Profiles to set goals and track progress
64%
used them for product recommendations
60%
used them to drive community engagement and challenges
Design Goals
Empower Distributors with customizable, intuitive tools.
Preserve human connection while enhancing digital capabilities.
Support diverse DMOs (Daily Methods of Operation) like Nutrition Clubs, Social Media, and Challenges.
UX Strategy & Execution
Customizable Wellness Assessment Builder
Distributors can:
Choose from 12 themed question banks (e.g., Weight Management, Emotional Wellness).
Customize quiz length, format (MCQ, open-ended, video), and branding.
Create multiple quizzes tailored to different DMOs.
Access assessment results and insights via the Wellness dashboard
Share assessment via:
Social media (Instagram, WhatsApp, Facebook)
In-person on tablets or phones
Access assessment results and insights via the Wellness dashboard
To customise recommendations - product, workout, recipe, etc
Track progress
Suggest challenges
Supporting metrics
“70% of distributors showed very high to extremely high interest in an assessment with some customization options.”
“79% of distributors… are very likely to extremely likely to try the reimagined Herbalife Wellness Assessment.”
“I would need to customize the questions. Too many questions is not a good idea, maybe three to five” – Anthony, Distributor
“I developed myself an app to collect the data for the Wellness Profile so that we can keep tracking.” – Jien, Distributor
Post-Quiz Personalization
Customers can
Take interactive wellness assessment
Recieve personalised product bundles, meal plans, challenges and events invites
Track their progress
Share progress on social media
Find their community
Supporting metrics
“72% of respondents use [Wellness Profiles] to set goals and track progress.”
“64% (of distributors) use them to provide recommendations or coaching.”
“60% (of respondents) use them to join a challenge or community.”
“We have a thermometer where we're tracking the total pounds lost [for each city].” – Jessica
“We ask them to get the assessment done again, and we get the progress graph. This is a good segway to try to lock the sale.” – Alfredo — Wellness Profiles IDIs
Metrics & Outcomes (Projected)
Metric | Baseline | Target (Post-Launch) | |
|---|---|---|---|
Distributor adoption of digital profiles | 12% | 60%+ | |
Customer retention post-weight loss | 39% | 65% | |
Time to onboard new Distributors | 3–6 months | <1 month | |
Engagement in challenges | 40% | 75% | |
Average customer lifetime value (CLV) Organic traffic to wellness content Repeat visits to personalized content Distributor-led content shares | N/A N/A Low Minimal | +10% increase +40% in 6 months 2x increase
|
Future Vision
AI-driven coaching and predictive wellness insights
Gamified experiences for motivation and habit-building
Subscription-based wellness services for recurring revenue
Sample work file (Figma)
Sample work file (Figma)
Want to collaborate?
Let's talk
Let's talk
© Nikhita Suzanne Design Portfolio 2025
© Nikhita Suzanne Design Portfolio 2025
Apart from
work ...
Apart from
work ...
Hello!
This website is best accessed on a desktop screen, please switch devices for a better experience.