Amway launched the Creators Program as part of a bold initiative to bring its network of entrepreneurs into a new era of social selling. As the global market for direct selling shifted toward digital-first strategies, Creators was designed to give business owners the tools to engage their communities, build thriving businesses, and track their growth within a gamified ecosystem. The app, a B2B superapp for entrepreneurs, provided live-streaming capabilities, structured learning courses, and data-driven business insights—all in one cohesive platform. My role was to lead UX for the app’s core features and first release while spearheading a global research initiative to ensure that diverse workflows from multiple regions informed the product’s design and roadmap
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This app revolutionized how Amway business owners manage and grow their ventures, blending cutting-edge features with a user-first approach to drive measurable success.
Creators was born as a global initiative to push business owners into a new era of social selling. Live streaming paired with structured courses helped owners up-skill and engage their community.
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I envisioned and designed various user journeys tailored to the diverse needs of business owners, focusing on their progression and growth. By mapping out key touchpoints, I ensured the experience was cohesive and impactful, guiding users through structured pathways that steadily improved their skills and engagement.
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Crafted in CHICAGO
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