The Weather Channel Redesign - 2022-2024

Challenge

Transform The Weather Channel, the world’s most trusted and downloaded weather app, to reflect a bold new brand promise, appeal to younger demographics, and future-proof its relevance and market leadership.

My Role

As the Product Design Director, I was closely involved in the work. My role evolved throughout the project's lifespan

    • Led a combined team (agency + in-house) in creating the vision for the new experience. 

    • Collaborated closely with functional leads to ensure the vision balanced user value and business goals, and that it was inspiring.

    • Evangelized and ensured leadership and stakeholder alignment and buy-in (using RACI framework)

    • Led the selection and onboarding of both agency and internal design teams.

    • Helped define workflows and roadmaps, with an eye on the future and feet planted in the MVP.

    • Partnered with product and technology teams to set success metrics and goals.

    • Managed detailed design sprints and seamless handoffs to development.

    • Championed Figma adoption and led the creation of a new scalable Design System.

    • Advocated for continuous experimentation and iteration, utilizing research and data to guide decisions.

  • “You are on mute”

“Dee’s ability to navigate the complexity of leading a team while honoring the individual is rare. She didn’t just lead us through a flagship app redesign; she reminded us of the “why” behind our work and the strength within ourselves. Her impact is that of a leader who saw beyond roles and deliverables to the people shaping them.”

–Team Member

Solution

Deliver the WOW through an intuitive, differentiated experience that blends The Weather Channel’s iconic science and storytelling within a modern, scalable design system built to engage younger audiences.

How We Got There

Phase 1 • Create The Vision

Dream Big. With a small core team, we defined the vision, product principles, personas, and key user journeys. Rapid prototyping and testing helped us prioritize features and refine the experience. We explored bold visual concepts that elevated the brand and blended data with storytelling.

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How We Got There

Phase 2 • Design The System

Make it happen. We expanded the team and ran focused design sprints to shape key flows and high-value screens, refining through continuous discovery and testing. We built a core design system of essential patterns and components to scale efficiently across the app.

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How We Got There

Phase 3 • Launch & Iterate

Go Time. The rollout was deliberate and gradual. We recognized the importance of addressing issues once the experience was in our users' hands. Optimization efforts were driven by insights from revenue impact, performance data, and user feedback and satisfaction metrics.

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Outcome

A trusted app that anticipates users’ needs with new features that help them stay safe, plan smarter, and navigate an unpredictable climate with confidence.

Outcome

Key Results

The new TWC app positively impacted user engagement and business outcomes. It also solidified TWC’s position as an essential, personalized tool that supports users daily.

8%

Engagement Growth as more users adopted the app for their everyday needs.

25%

Operational Efficiency  By introducing the first scalable design system, we improved design consistency and accessibility, reduced errors, and boosted delivery speed, resulting in a 25% increase in team velocity.

14%

Revenue Impact exceeded targets by 14%

4.5+

User Satisfaction The app maintained a rating of 4.5+ post launch.