Gainful

Creating a "Find My Protein" quiz to drive new customer acquisition.

Creating a "Find My Protein" quiz to drive new customer acquisition.

What this case study showcases:

Designing for DTC, Product Design

Project Timeline:

Under 2 weeks in June 2025

Tools:

Figma

CONTEXT

Gainful is a performance nutrition company that specializes in personalized protein powder. I worked with them as a Product Designer to help them solve a number of design issues on their website built in Shopify.

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This case study focuses on two related projects I led:

  1. Find My Protein Quiz: a shorter, 3-question version of their existing long quiz to attract new customers and test the importance of personalization complexity.

  2. Redesigned Results Page: an overhaul of the original quiz’s results to increase product discovery and personalization, and to better communicate Gainful’s product line.

Part 1: Find My Protein Quiz
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE

Gainful’s business model was built on a comprehensive quiz that asked users detailed questions to determine their ideal protein blend. While this quiz was highly personalized, it was also lengthy, which led to friction for potential customers.


Our goal was to create a new, shorter quiz that:

  • Took only three questions to determine which protein to recommend.

  • Offered a quick, approachable entry point for new users, especially those coming from ads.

  • Tested how much perceived complexity contributed to trust and conversions.

I designed Gainful's "Find My Protein" quiz to be an easy and enticing way for users to find their customized protein blend in just 3 questions.

PROCESS

This feature had been on the product team's wishlist for a while, but they lacked the design resources to move it forward. After joining the team, I took ownership of the project and collaborated with Marketing, using their early wireframes as inspiration.


  • Research: Studied quiz flows from other DTC brands to identify effective patterns for speed and engagement.

  • Iteration: Built and refined the design in Figma, incorporating team feedback on flow, copy, and visuals.

  • Implementation: With our engineer in Belarus working on multiple projects, I prioritized a design that was easy to implement and documented thoroughly for smooth handoff.

  • Visual Approach: Kept the UI approachable and distinct while staying consistent with Gainful’s brand system.

TRY IT YOURSELF - Find Your Protein
Part 2: Quiz Results Redesign
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE

Gainful’s business model was built on a comprehensive quiz that asked users detailed questions to determine their ideal protein blend. While this quiz was highly personalized, it was also lengthy, which led to friction for potential customers.


Our goal was to create a new, shorter quiz that:

  • Focused only on the three most impactful questions to determine which protein to recommend.

  • Offered a quick, approachable entry point for new users, especially those coming from ads.

  • Tested how much perceived complexity contributed to trust and conversions.

Gainful’s business model was built on a comprehensive quiz that asked users detailed questions to determine their ideal protein blend. While this quiz was highly personalized, it was also lengthy, which led to friction for potential customers.


Our goal was to create a new, shorter quiz that:

  • Focused only on the three most impactful questions to determine which protein to recommend.

  • Offered a quick, approachable entry point for new users, especially those coming from ads.

  • Tested how much perceived complexity contributed to trust and conversions.

QUIZ RESULTS PRE-REDESIGN
QUIZ RESULTS PRE-REDESIGN