In September 2016 was redesigned and rebranded. Extensive user research led the brand to now exude a fresh, young and diverse vibe appealing to the millenial mass audience.




RESEARCH: The immersion process: market research, surveys, user interviews and contextual inquiry.




User research helped inform our specific user types.

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ARCHETYPES: We spoke to women all across America to figure out what wellness meant to them. We wanted the new to be relatable and their go to for wellness guidance and information.


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USER JOURNEYS: We mapped out a “week in the life of” each of our user archetypes to better understand where there were opportunity areas or gaps. Places where SELF could serve as a guide or resource for these women.




INFORMATION ARCHITECTURE: Once we had an understanding of our user we began ideating on many fronts. Information architecture and site structure was proposed based on how we understood users would expect to find content. Taxonomy was crafted to suit the needs of editorial team. IA_proposed nav 4_19 2


IDEATION: We created several design concepts. Continuing to ask the question – how can serve as a source of guidance and wellness information?








MY ROLE: Senior UX Designer

Led research immersion, ideation, information architecture, informed content strategy, wireframe concepts and screens, prototyping, assisted in visual and responsive design.