Weight Watchers knew its in-center experience did not align with its brand equity of support for program members. It asked Miller Zell to create a refreshed brand image and a new experience that improved member engagement. Designs needed to be staff-friendly and adaptable to a variety of space restrictions.
Perspectives from staff and members established a roadmap for developing the space and in-center messaging. The experience needed to deliver Weight Watchers' brand promise, while improving staff and client interactions. The redesign created privacy and encouraged the trial of new products and services.
The center redesign introduced merchandising systems that maximized the use of space and improved storage efficiency. Better messaging solved shopper pain points, highlighting high-value offerings, and driving growth. Clear navigation, better meeting rooms, and functional spaces created a supportive environment.