B2C
Product Strategy
User Research & Insights
UX + UI Design
Testing and Iteration
Created with the guidance of trusted NHS healthcare practitioners, this mobile app is designed to serve as a ‘Digital Wellbeing Companion,’ to help patients adopt healthier daily routines. It reinforces micro-doses of healthy behaviours, understands individual wellbeing needs and provides AI-enabled habit stacking tools , preventing rising chronic illnesses in the UK. Early research showed low adherence to existing digital health programs, so increasing engagement was a core goal.
👉🏻The client approached us with a bold question:
How can we create a digital intervention that empowers people to take charge of their wellbeing journey and drive lasting positive behaviour change?
The Real Problem
20%, or 1 in 5
GP appointments are for non-clinical reasons.
40%
of emergency hospital admissions for chronic conditions like asthma, diabetes, and heart disease could be prevented with effective preventive care.
Product Strategy
Turning barriers into opportunities
Product Goals
Patient-facing
Empower people to take a more proactive role in managing their wellbeing
Healthcare worker-facing
Support in reducing non-medical diagnosis with a preventative digital intervention integrated in their workflow
My Approach
Workflow
Conducted a qualitative discovery survey to understand people's opinions and experience with wellbeing apps
Focus Group 1
Ran a workshop with 20 participants to understand 'patient perspective' on digital health and AI
Focus Group 2
Ran a workshop with healthcare professionals to understand any risks associated with digital wellbeing journeys
Design Scoping
Identified 5 key user groups and produced actionable insights to flesh out core app features
Design Phase 1
Tackling UX for onboarding and core flows for first-time and returning users with mid-fidelity designs
Design Phase 2
High-fidelity UI/UX Design of core features and implementing gamification
Usability Testing
Moderated 1:1 usability testing sessions with ~9 users focusing on UX, efficiency and desirability of the app
Design Phase 3
Based on analysis and prioritised insights, designs were iterated to refine flows and UI
Design Handover
Final prototypes and style guide documentation handed over for development
User Research & Insights
Discovery Survey
To ensure we solve the right problem and user needs from the get go
108 people (ages 31–85) across UK completed a qualitative survey on Voice® to share their attitudes & opinions on improving wellbeing and existing digital solutions. Through analysis, we identified the topics to probe into more deeply in focus groups and challenge unfounded assumptions.
Key Insights *
User Segments and Targeting
Armed with these insights, five key user segments were identified with varying lifestyle, abilities, and expectations. The MVP prototype is designed with personalisation to onboard all these user segments.
Dissatisfied Wearable Users
*Limited information shown due to confidentiality
The app is designed keeping in mind this user segment of 'Dissatisfied Wearable Users' who feel dissatisfied with health metrics provided by current devices and are looking for more useful data insights, interpretations and guidance. They are seeking more holistic, actionable support for their wellbeing journey — one that helps them understand their overall wellbeing and empowers through structured, goal-driven chapters, to help make lasting lifestyle changes with clarity and confidence.
UX + UI Design
Onboarding that supports people to find their ideal wellbeing journey
Recognising that wellbeing is deeply personal and different for everyone, the onboarding experience is designed to feel personal and supportive from the very first interaction. It analyses individual lifestyle and wellbeing challenges.
Habit stacking toolkit co-created with trusted clinicians
This app is designed to not feel like tracker, but as a digital wellbeing companion. The toolkit features goals and themed chapters such as building energy, restoring balance, strengthening mind. These are grounded in evidence-based techniques to reinforce healthy habits and behaviour change. Developed with healthcare experts, the progression and nudges focus on small, sustainable wins instead of drastic overhauls, driving engagement, retention and long-term motivation.
Access to 'Collective Wellbeing' through offline community activities
Staying well isn’t just about individual habits — it’s also about connection. This feature signposts local activity providers to offer group wellbeing sessions to people with shared interests such as walking groups, gentle exercises, stress management meet ups, etc.
Digital Health Log connecting everyday actions with real wellbeing outcomes
Over time, its AI integrates physical activity tracking + emotional wellbeing check-ins to help users make sense of how their daily habits are impacting wellbeing. Empathic AI nudges empower users with greater self awareness, helping them take informed steps toward lasting improvement.
Validating UX, effectiveness and desirability
Recruitment
Mixed cohort of new and few returning (participants from focus group) users for comparative insights into adaptability and long-term value
Methodology
• In-person moderated sessions
• Task-based scenarios (setting a wellbeing goal, completing a check-in, interpreting a health insight)
• Think aloud protocol to capture reasoning and frustrations
• Post test surveys to measure desirability and perceived usefulness
Key Metrics
Task Completion Rate, Error Rate, Learning Curve, System Usability Scale (SUS), Desirability Scores
Result
Identified friction in goal setting flows that focused only on short term, leading to redesign that integrates goals within themed chapters to balance immediate progress with long-term wellbeing.
92%
Task Completion Rate
4.3/5
Desirability score
The design prototype received 82% task completion rate, and feedback indicated the app felt motivating, friendly and easy to use. The iterative testing process also informed future product features aimed at maintaining long-term engagement.
Although MVP was focused only on B2C patient-facing intervention - by centring the voices of both patients and trusted healthcare experts in the design process, we ensured the app was not only useful to patients, but also grounded in clinical realities, and supports integration into existing clinical work flows. This approach enabled us to create value in the product with a strong adoption potential.