BRIEF
Create a comprehensive super app which provides a holistic wellness score by tracking and analyzing user's Physical, Mental and Financial well-being. This app is expected to increase customer engagement through personalized, value driven insights and robust self servicing features empowering users to monitor their progress and make an informed decision about their wellness journey. Through these offerings and features, the app sought to enhance user satisfaction and support sustained improvements in overall well-being.
ROLE - UX Design Lead
• Directed multiple phases of design, from research, sketching, wireframing to prototyping and actively keeping in check the accessibility through WCAG.
• Managed cross-functional teams across multiple timezones ensuring seamless collaboration between design, development, and business stakeholders.
• Oversaw project timelines and quality assurance to deliver the product on schedule.
TEAM
Lead a team of three skilled Senior UX/UI designers with a support from UI director.
PROJECT TIMELINE
January 2021 - January 2023 (~2 years)
RESEARCH
We conducted a comprehensive feature benchmarking to identify industry standards and best practices across the leading super apps, ensuring our offering are competitive yet user-centric. We performed an in-depth and focused competitor analysis specifically on navigation patterns and user flows within established super apps to inform intuitive and efficient multi-service integration. Additionally, we closely studied reward system benchmarks, examining gamification strategies and incentive structures that drive user engagement and retention in top-performing platforms. This research provided a robust foundation for designing a holistic, engaging, and seamless user experience.
Fig. Navigational patterns of super apps
Fig. Coachmarks, value props and rewards research
IDEATION
Our ideation phase was highly collaborative and iterative, involving brainstorming sessions with the product, BA and development teams, sketching these ideas. We focused on three core areas to ensure the app delivered a clear, engaging, and motivating experience for users:
1. Presenting the Holistic Wellness Score:
Explored various visualization techniques, such as color-coded concentric circular progress charts, and color-coded circular progress with smileys dashboards, to represent the overall wellness score.
Considered interactive circular progress with smileys that would allow users to tap into each wellness dimension for deeper insights.
Used of weekly, monthly and annual trends to help users track their progress over time.
Fig. Variations of holistic wellness score
2. Showcasing the Financial Wellness Journey:
Explored the integration of educational modules and actionable tips within the financial wellness section to empower users with knowledge and guidance.
Brainstormed ways to provide instant feedback and gentle nudges for positive financial behaviors, such as savings or budgeting achievements.
Fig. Financial wellness journey
3. Designing the Rewards Mechanism:
Closely studied the reward system benchmarks examining the gamification strategies and incentive structures like intrinsic and extrinsic motivators that drive user engagement.
Generated concept sketches to present the complex gamified rewards system in a simplified manner which included badges, coins, and tiered achievements to incentivize consistent engagement across all wellness areas.
Fig. Concept ideation for Reward mechanism
By systematically exploring these areas, we were able to develop a cohesive set of design directions that balanced user motivation, clarity, and engagement, setting a strong foundation for the subsequent prototyping and testing.
WIREFRAMING
Identified placements and created key elements including milestone trackers, charts, and rewards to support clarity and engagement. Interactive elements were outlined to facilitate easy access to insights and personalized content recommendations.
The wireframe process was collaborative and iterative, incorporting the feedback from various stakeholders across the world to ensure alignment with user needs and business goals.
Fig. Dashboard wireframe variations
Fig. Rewards wireframe iterations
OUTCOME
Successfully soft-launched a scalable wellness platform in Brazil market that set a new standard for holistic well-being apps, driving higher user satisfaction and long-term engagement. Post launch a quantitative research spanning over a period of 1 month in total was conducted with 314 participants which resulted in a NPS of 44. The results highlighted design rating of average 8.71 out of 10 and average app usability rating of 8.19 out of 10.
Fig. The final outcome of visual designs
