Slimming World – Chatbot
CX Design
A digital learning initiative to help US-based Slimming World members understand and adopt the Food Optimizing Plan during their first seven days. The work focused on designing an AI-supported onboarding chatbot that replaced the in-person guidance offered in the UK, ensuring new members received clear, supportive, and structured learning through an interactive digital experience.
Client:
Slimming World
Role:
Lead UX - Conversational Learning Experience
Year:
2018–2019
Challenge
US members did not have access to the in-person group meetings that UK members rely on to learn the Food Optimizing Plan. New joiners needed a clear and supportive digital experience to help them understand the plan, stay engaged, and build confidence during their first week. The challenge was to design a chatbot that could mirror the clarity and encouragement of group consultants while handling a wide range of beginner questions and learning needs
Objective
Define the learning experience for the full 7 day onboarding. Build detailed personas, map all required user journeys, and identify the conversation flows needed for different types of learners. Create sketches, wireframes, and prototypes to explore three design directions and test them with real US members. Align the business, content, and development teams around a scalable approach to conversational learning
Results
Built personas and mapped key user journeys for US onboarding
Defined 3 chatbot design options with conversation flows for different learners
Created sketches to shape content and guidance patterns
Produced wireframes and prototypes and tested Day‑1 ideas with real US members
Structured a clear 7‑day onboarding that mirrors consultant clarity and encouragement
Mapped beginner questions to scalable, CMS‑ready conversation paths
Aligned business, content, and dev teams on a practical conversational learning approach