Transforming an infomercial-era brand into a modern mobile experience

 
Overview
Diet Free Life was a once-popular weight loss methodology best known for its $100M infomercial success. Our team was tasked with transforming it into a mobile-first subscription product focused on long-term engagement and real user value. As the lead UX designer, I guided the product from research through prototyping, aiming to modernize the experience while staying true to its core philosophy of metabolic-based eating.
 
Problem
Most diet apps lose users within a week. People feel judged, overwhelmed, or simply forget to log meals. Diet Free Life needed to avoid these common drop-off points while solving for its unique audience: older, non-tech-savvy users who still wanted clear guidance, accountability, and motivation.
 
Impact
• Helped shift the brand from DVD-based coaching to a scalable digital tool
• Designed key features that improved user motivation and retention
• Created a mobile app experience rooted in ease, guidance, and low-friction journaling
• Positioned the product to evolve as part of a broader digital ecosystem (online course, podcast, challenges)
 
My Role
I led the UX process from discovery through prototype, including:

• Stakeholder interviews

• User research (surveys, interviews, affinity mapping)

• Personas and journey mapping

• Feature prioritization

• Wireflows, interaction design, and high-fidelity prototypes

 
Process Highlights
• Defined the problem space through stakeholder insights and user pain points (accountability, engagement, simplicity)
• Identified long-term engagement strategies based on data and behavioral research
• Developed a timer-based journaling system, prioritizing ease over calorie counting
• Designed a smart food search and visual meal builder rooted in the program’s core methodology
• Built a gamified 8-week challenge system to support user motivation and consistency
 
What Makes It Different
Instead of focusing on calorie counts and food shaming, the DFL app is built to reinforce habit-building with low-friction journaling, meal timing, and encouragement. Everything from the tone to the visual design was tailored to a 40+ user base that values clarity over complexity.
 
Where It’s Going
The MVP began as a timer-driven journaling tool and is now evolving into a full web-based platform with challenges, course integration, and ongoing user testing to refine the experience.