THE CLIENT
Regi by Allergan
Incubate and design a startup
Allergan has always been a B2B company. They came to us with a brief to build a startup for them that will allow them to become more B2C over time.
Business Goal: Allergan is known for their Medical Aesthetics products (Botox, Kybella, Juvederm). Often times, users have a misconception that these MAs are intrusive and require an intense procedure. This perception was hurting Allergan's sales, and making it difficult to go directly to consumer.
Solution: In order to correct that perception and educate users on how non-intrusive Medical Aesthetics actually are, we built Regi - a booking platform that serves MA services and basic beauty services (facials, manicures etc...) on the same level, as we wanted booking MAs to feel as easy as getting a facial.
Product Design
Oversaw the UX/UI of the Regi product. This included working side by side with the design team ensuring all key features were rigorously iterated on based on user feedback, working closely with our PM & Engineers to provide a crisp roadmap from MVP to Vision, and working closely with our Venture Architects (biz team) to ensure the Regi product was designed with emphasis on our key value props.
Brand
Pushed and led the team to rebrand the entire Regi product. We explored systematic ways of integrating a brand that separates us from competition and caters to our target audience. We also worked closely with engineers to ensure the brand was accurately implemented.
Leading & Mentoring
Our design team consisted of 4 designers. Myself, 1 other senior designer, and 2 junior designers. It was on me and the other senior to lead the design team towards building a successful product for Regi. I focused a lot on getting to know my design team so I could leverage their strengths, and help them overcome their weaker areas. Towards the end of incubation, I was the last designer on Regi and developed a design challenge, interviewed, and hired a designer to replace me.
MY ROLE
FINAL PRODUCT
At its core, Regi is a booking platform that provides consumers access to medical aesthetic treatments and curated beauty services. Think Yelp but for beauty services.
THE PROCESS
Below is a high level view of how we approach building out a product from MVP to Beta. We split out in a pod structure, and collaborate closely with other pods at a weekly cadence, ensuring that all work streams are pushing the product forward successfully.
KEY MOMENTS
Regi Product Design & Rebrand
When I started on Regi I realized there was room for the brand and product visuals to grow. So I brought the design team together and had us evolve it.
Old brand
New Brand
I challenged the design team to strip away the colors and brainstorm around what are the most important aspects of the Regi product, what should we emphasize? How and where should we use color? As a result, the Regi brand became this:
Ensuring Design is accommodating Business Goals
Regi's business model changed often. It went from a subscription based model, to a subscription + one off purchases, to only one off purchases, then from points to dollars, then back to subscriptions. I pushed the design team to design the pricing across the product in a flexible way so we can accommodate for change while mitigating overall LOE.
This pivoting business model also effected our booking flows. I had the team print out these long plotters so we could see the entire Regi flow in one place. This allowed us to quickly identify what in the flow would change due to the model adjusting.
THE IMPACT
Regi was successfully launched!
They have a growing team of over 50 teammates and in less than 6 months have launched in LA and Dallas.