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Jeff Choi

Product Designer

Web Portfolio

Web Design

WellPath UI/UX

Web Design, UI/UX Design, Photo Editing


The company's success in its subsidiary venture brought more traffic to the website, but had limited purchasing options due to a subscription-only revenue model.

WellPath (WP) was undergoing a brand overhaul, with the Amazon venture originally planned as a separate subsidiary. The success of the Amazon venture prompted the company to reshape the entire business, specifically the transactions on its website. The monthly subscription service was a business model that the company had planned to incrementally phase out. This project was the intermediary step in transitioning to a hybrid revenue model.


The company's subscription service needed one-time sales: guest checkout and out-of-cycle purchase options.

As an ecommerce subscription service, WP offered limited purchasing options due to the products apportioned for 30 days and being a membership-based company. This meant an account was necessary to make purchases and purchases were limited to a monthly basis. To better serve the growing traffic and expand on their business model, flexibility and freedom for transactions were in dire need. As a solution, singular purchasing and guest purchasing was appended to the checkout flow. Guest purchasing required a new checkout flow and singular purchasing interfered with shipping cycles. Both new checkout methods required examination of the existing logistical and design constraints.


New purchase options meant new design and checkout flows. The most cost-effective solution was to implement various UI that worked in conjunction with a pop-out cart, while adding new user checkout flows through the backend.

To minimize disruption to the service and website uptime, the solutions were devised with least changes and maximum results in mind. A popout cart was added to the site to reflect the new changes in purchasing options: by giving the freedom to add or remove products at will, customers now had the ability to make purchases independent of a cycle. Concurrently, product cards were updated to also include options to add or remove items ad-hoc, further making it easier for customers to modify their cart. Lastly, the checkout flow was updated to add a step to cross-reference the existing member database through an email field, which prevents the creation of duplicate accounts from guest checkouts. The checkout flow was also updated to include a modal notification to notify users that the shipping cycle will reset to the new purchase date. By working closely with the department heads, concise and effective solutions were implemented to bring a noticeable increase in transactions.

User checkout flow map. The 'No Log-in' branch is the scope of this project

Checkout flow for a first time purchaser

Checkout flow for returning customers when initially not logged in

The email field was a critical component in determining existing accounts

Product cards were updated to reflect prices and cart integration

Popout cart added to ease review of products and encourage non-subscription purchases