Product Strategy
User Research & Insights
UX + UI Design
Testing and Iteration
👉🏻The client approached us with a bold question:
How might we leverage digital tools to help people take charge of their physical and mental wellbeing?
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
I engaged in Product Strategy along with my team from UK National Innovation Centre for Ageing, approaching these problems through longevity lens aiming for "enabling longer, healthier lives" by building a solution to improve overall health outcomes.
Barriers
Opportunities
My Approach
Support with workload by reducing non-medical diagnosis appointments with a resource that can be integrated in their workflow.
Survey
Conducted a qualitative discovery survey to understand people's opinions and experience with health & wellbeing apps.
Focus Group 1
Facilitated a workshop with 20 participants to understand 'patient perspective' on digital health and AI.
Focus Group 2
Facilitated a workshop with 10 participants to understand 'healthcare professional perspective' on digitising wellbeing journeys, and any risks associated.
Design Consultation + Scoping
Actionable insights for next stages of design & development, and five identified user groups.
Core UX/UI Design Phase 1
Tackling ideal UX for onboarding and core flows for first-time users and returning users, designing core features, implementing gamification, designing UI.
User Testing
Facilitated (with team) 1:1 moderated in-person testing sessions with 30 participants to test the prototype with a focus on UX, usability and market viability.
Design Iterations
Improved few design features and experiences based on user feedback.
Design Handover
Final Designs, including prototypes, style guide and interaction documentation, were handed over to client's engineering team for development.
User Research & Insights
Discovery Survey
To ensure we solve the right problem and user needs from the get go
108 target users across UK recruited through Voice® (ages 31–85) completed a qualitative survey to share their attitudes and opinions on usage of health & wellbeing apps. This helped us identify the topics to probe into more deeply for next stages of research and challenge unfounded assumptions.
Key Insights *
User Segments and Targeting
Identified five key user segments through qualitative research who have varying lifestyle, abilities, and expectations. Recommended onboarding all five for MVP, with tailored value propositions.
Dissatisfied Wearable Users
Wearable users who track daily health metrics, but feel frustrated by the lack of meaningful 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 human, supportive, and relevant from the very first interaction. Co-designed with the healthcare experts to help understand individual lifestyle and health challenges.
Habit-stacking toolkit co-created with trusted clinicians
This toolkit is designed to not just act as a tracker, but feel as a digital companion. The features are grounded in evidence-based approaches to drive engagement and behaviour change. encouraging or reinforce micro-doses of healthy behaviours
Chapters and goals that encourage healthy habit formation
Users progress through goals and chapters in their wellbeing journey such as building energy, restoring balance, strengthening mind. Instead of imposing rigid big health routine overhauls, these have been designed to act as nudges in encouraging small, sustainable wins, leading to better user retention and motivation.
Offline Community Building as an act of 'Collective Wellbeing'
Staying well isn’t just about individual habits — it’s also about connection. "Discover" section promotes collective wellbeing by connecting people with shared interests and wellbeing journeys. It offers listings of locally hosted wellbeing groups, such as walking groups, gentle exercises, stress management meet ups, etc.
Digital Health Log helping people make sense of how daily habits impact their wellbeing
When used over a period of time, this Digital Health Log functions with AI that integrates physical activity log + emotional wellbeing checker to give a fuller picture of how closely linked body and minds are. Empathic AI nudges to empower users with greater self awareness to help take small, informed steps toward lasting improvement.
We facilitated two rounds of moderated user testing sessions, each followed by design iterations, with the goal to validate usability and de-risk behaviour change. Participants in Testing round 1 were all new users without any prior knowledge of the app to give clear insights into UI signals and noise, and validate product-market fit assumptions. However, for Testing round 2, we tested with mixed cohort (both new and old users) sequentially, to get comparative insights that helped us test adaptability for long term value. This method allowed us to measure learning curve, conversion funnel.
40%
Increase in task success rate. Design iterations improved task completion rate from 50% to 90% during testing
89%
of testers reported the feature felt intuitive and easy to use.
Conclusion
Although MVP was limited to patient-facing experience, feedback from trusted clinicians ensured the design was both useful and trustworthy, while also aligning with and supporting integration into NHS clinical workflows.
By centering the voices of both healthcare experts and end users and solving identified problems, we created value in the product with a strong adoption potential, and not based on assumptions.