Design Principles | Design Process | Hypotheses | User Interview | Data Synthesis | User Persona | User Journey | How Might We | Strategy | Storyboard | IA | deation | Paper Prototyping | Lo-Fi | Mid- Fi | Usability Testing | Presenting | Design Sysytem | Hi-Fi
Knowledge
Figma | Miro | Zoom | Note taking app | Teams | Powerpoint | Paper | Creativity | Logic
Tools
Empathise | Define | Ideate | Prototype | Test
Design Processes Covered
Habit Hero
2024 | Insurance | Fitness | App
Background
PrimeCare, an insurance company headquartered in the United Kingdom, is dedicated to promoting prevention. As a pioneering force in the insurance industry, PrimeCare and its employees firmly believe that every individual deserves the opportunity to attain optimal well-being.
PrimeCare prioritises innovative solutions that harness technology and behavioural science to motivate individuals to adopt healthy behaviours and support their endeavours to attain improved health outcomes. This strategic objective led PrimeCare to develop an MVP (Minimal Viable Product), HabitHero, designed to facilitate the adoption of healthier choices.
Based on the initial feedback of the MVP, the current problem statement is:
'Users of HabitHero struggle to effectively track and measure progress towards their goals, leading to a lack of motivation and difficulty in achieving desired outcomes.
The current version of HabitHero fails to adequately provide users with the tools and feedback necessary to accurately monitor their progress towards their goals, resulting in frustration and disengagement.’
Prime Care, a leading UK insurance company, pioneered the industry by focusing on prevention and technology for better health. They developed a bare-bones MVP app called Habit Hero, but initial feedback was not positive. I’ve been tasked with conducting my own research, ideating, testing, and creating the final app.
MVP Analysis using Design Principles
The MVP was initially analysed using design principles such as Ram’s Principle, Gestalt’s Law, Nielson’s Heuristics. I concluded that the MVP had the following design weaknesses.
Several design principles are lacking, including aesthetics (Ram and Gestalt’s Law), consistency of layout (Ram’s Law), and usability (Ram’s Law). Additionally, design lacks user control and freedom (Nielson’s Heuristics). A more efficient layout is required to enable users to track progress and rewards more effectively. The design will also need a new aesthetic identity.
Design Thinking Process
Hypothesis
Assumptions can be useful in initiating design decisions, but they should be regarded as hypotheses that require validation through user research and testing. By distinguishing between what is known and what is assumed, the accuracy and effectiveness of the UX design process can be enhanced.
Five hypotheses have been selected for testing.
We believe users find that the activity section tab doesn’t provide dynamic and deeper analysis. Therefore, we think providing deeper analysis of the data e.g. comparison of data, weekly, monthly, and yearly graphs, users will find the app more meaningful to use. This will increase user satisfaction.
User Research Plan
We are testing 5 hypotheses based on the following assumptions.
To understand what motivates and engages our target users to use a fitness app. Our research questions were based on our hypotheses which we believe would motivate and engage users and therefore increase retention and new users. The users interviewed were aged 35-50, looking to improve their health, are tech-savvy, take an active interest in their health, minimum school education. These were our likely users, whom we asked questions.
What are my research goals and main research questions?
What are my key assumptions about the product feature I would like to test?
1. The login process is not consistent in layout and words which means users do not always sign up.
2.The activity tab metrics are very basic and require more insightful information.
3.The home tab doesn’t provide a summary .
4. The Scanner is a useful feature and requires a different more motivating section.
5.The reward and points system is unclear.
We are targeting likely users of such apps who can provide meaningful insights into what makes fitness apps engaging and motivating. The questions are deigned based on hypotheses that would improve engagement and motivation. This will allow Habit Hero to meet its product goal of helping users make healthier choices more easily. As a result, the business goal will be met naturally, a good product increases revenues because of increased engagement and user sign-up.
How will the answers to my research questions help me to achieve HabitHero’s product and strategic goals?
What are my chosen data collection methods?
1. General Interview in regards to existing use of current apps + understanding user’s lifestyle.
2. Usability of Testing of Habit Hero + Interview for further insight.
3. Card sorting activity
Description of data collection method(s) design
1. A general interview is to get an insight into users who currently use fitness apps, why they use them, and what they like about it and about their daily lives.
2. Usability testing to observe users’ pain points e.g struggling to sign up and interviews to understand their thoughts and improvements on the current app.
3. Card sorting exercise to test hypotheses. 4. A/B testing to understand the layout of information preference
4. A/B Testing
The sample size of research participants
We are targeting likely users of such apps who can provide meaningful insights into what makes fitness apps engaging and motivating. The questions are designed based on hypotheses that would improve engagement and motivation. This will allow Habit Hero to meet its product goal of helping users make healthier choices more easily. As a result, the business goal will be met naturally, a good product increases revenues because of increased engagement and user sign-up.
Incentives for participants
£10 cash or Amazon voucher. This ensures users feel respected by giving their valuable time and follow-up questions are easier to ask.
Planned duration for each user interview
60 minutes. Due to usability testing + interview, card sorting and A/B Testing.
Start of Interview Questions
What motivates you to be healthy?
What is your daily life like?
What fitness app do you like?
What features do love?
What don’t you like?
How can it be improved?
What makes you use it?
How often do you use it?
What are you goals with app?
What do you wish it could do?
What exercises do you enjoy?
What challenges do you face?
Do you enjoy exercise?
Do you have health insurance?
What else would you like to share?
Usability Questions
Hypothesis 1
What are your first impressions?
Is the information useful to you?
What makes a good login process?
Did you enjoy the login process?
Did it feel long?
How can we improve it
Did you like the wording and layout?
Hypothesis 2
Are you familiar with all the app’s features and tasks?
Do you understand how to earn points?
Can the info be presented more effectively?
What makes a good home tab?
Hypothesis 3
What are your first impressions?
What metrics would you like to see?
Would you use this?
What do you like about fitbit metrics?
Hypothesis 4
What are your first impressions?
How can it be improved?
Would you use this day to day?
Do you buy packaged food or cook fresh?
How can it be improved?
Would you prefer a different section?
Hypothesis 5
What are your first impressions?
Do you know what rewards you can achieve?
Do you know there any many types of rewards?
Do you know how many points you have?
Do you prefer choice of rewards?
Resources required for user interviews
General interview Questions, Usability Questions, Cards Sorting Exercise, A/B Testing Exercise, Habit Hero Prototype App
We ensured users met the criteria of 35-50, looking to improve their health, have at least high school education, are tech-savvy, and have an interest in their health e.g. use existing health apps. We also considered users who had pre-existing conditions who prefer private health insurance over the NHS.
DEI principles to consider
DEI principles to consider
None noted
User Interviews were conducted, and the hypotheses were tested. The data collected were synthesised to identify common feedback themes.
User Persona
User Journey Mapping
Revised Problem Statement: Users are not provided with meaningful, detailed and insightful data for their activity that helps make sense of their progress. Users are therefore not motivated.
How Might We - HMV
Users are not provided with meaningful, detailed and insightful data for their activity that helps make sense of their progress. Users are therefore not motivated.
Problem Statement Revised:
User Needs and Business Objectives Met:
Users won’t use the app if they don’t find data
Business can’t obtain new users or retain existing users
How Might We - HMV:
How can we provide more detailed data for users?
How can we present the data in a more compelling and interesting way?
How can we provide users the data that really matters?
How can we provide data that adds value to the users?
Stakeholder Analysis + Engagment Strategy
Careful management of certain stakeholders is essential. The Product Manager and Head of Product Development must be informed and closely managed.
Storyboard - Visualising the User Journey
The teacher sits in the classroom all day long. Teacher wants to get healthier
Teacher searches for an app to motivate him get more active
THe discovers Habit Hero. He is excited by the in-depth data analysis which will give him meaningful data
The points system excites him which he can use on rewards
He decides that from now on he will start walking to and from school.He tracks his progress during the school year and his health has improved.
He also get points and many rewards too!
User Flow Diagram
During Ideation, I used the Blue-sky thinking approach, which encouraged unconventional thinking and considered even unfeasible ideas. I asked myself the following questions:
If I were the richest organisation in the world, what would I do with this product?
Ideation Session - Initial Sketches
Activity Section - Steps, Distance, Speed, Period
Variation 1 | Variation 2 | Variation 3
Steps, Distance, Speed, Period
Variation 4 | Variation 5 | Variation 6
Activity Section - Heart rate, Calories, High/Low, Period
Variation 1 | Variation 2 | Variation 3
Heart rate, Calories, High/Low, Period
Variation 4 | Variation 5 | Variation 6
Heart rate, Calories, High/Low, Period
Variation 1 | Variation 2 | Variation 3
Data Variations
Variation 1 - Variation 12
4 - Pixel Grid System
Mid - Fidelity
I conducted usability testing on the mid-fi. I identified usability pain points in the design. Subsequently, I presented my findings and re-designed the mid-fidelity based on the identified pain points.
Design System + Style Guide
Login types
Hi - Fidelity
Login in - Create an Account - Existing Prime Care Customer
Create an Account
Email sign up
Existing Prime Care Customers
Membership no / phone no - Authentification
Already created an account - quick access
Fingerprint - Authentificated
Home page
Progress - Activity level - Points
Activity Level - Steps
Day - Week - Month - Year
Activity Level - Distance
Day - Week - Month - Year
Activity Level - Calories
Day - Week - Month - Year
Activity Level - Heart
Day - Week - Month - Year
User Experience Metrics
Success Metric 1
Enhanced User Satisfaction | CSAT | Data Metrics
Enhanced User Satisfaction (CSAT) for Data Insights and Progress Tracking: Following the redesign, user satisfaction related to the clarity and utility of fitness data increased from 3 points to 9 points (Scale 1 -10), validating the positive impact of our design choices on providing more meaningful insights and data to users. Users found the data on the homepage, and the more detailed graphs of each activity made the app more meaningful, useful and engaging to use.
Success Metric 2
Increased Success Rate | Percentage | Login/Sign Up Process
Login Success rate increased from 20% to 100%: Prior to the redesign users frequently encountered issues logging in (MVP). Our streamlined login flow, including social login, passwordless options, clear error messages, simpler language and design layout, led to a significant 500% increase in successful logins, reducing friction at the critical entry point. This ensures the business doesn’t lose customers unnecessarily during the login/sign-up process.
Habit Hero Case Study | 2024 | Insurance | App
Imagine | Believe | Create
UX/UI Designer | Vishal Ralh