MyFitnessPal needed a refreshed web experience that matched their new brand direction while improving SEO and driving more Premium conversions. To accomplish this, I was the Lead VX Designer for this project and partnered with our Senior UX Designer to rework the homepage, Premium upsell page, and promo code redemption flow—building new wireframes, journeys, graphics, and UI grounded in clarity and conversion.

Working closely with marketing and copy, I helped shape a content strategy that boosted search visibility and made the value of a Premium subscription easier to understand at a glance. To reduce drop-off in the promo code redemption flow, I reviewed performance data, pinpointed friction points, and rebuilt the experience with simplified steps, a clear benefit breakdown, and dynamic content that felt more personal.

The redesign resulted in stronger engagement, higher Premium trial sign-ups, smoother checkout, and several new components that now live in the design system.