FemTech | Health | Nutrition | Wellness
Client
Body Brand LLC is US based healthcare & wellness company with a 360-degree fitness training ecosystem for women*.
The audience:
- Identify as female;
- Age 18 - 40;
- Active, do not have to be convinced to a healthy lifestyle.
Research
Critical for us was understanding: how people cook, shop for groceries, and organise their days around diet. We spent a lot of time buried in the surveys done by the company during the months preceding the project and following vivid discussions on the company's Facebook group.
Face-to-face interviews were the next step.
Synthesis
Working with Affinity Diagraming allowed us to synthesise findings in three types of users:
Lonely Mother diet isolates her from the family, forcing them to cook differently for themselves;
Busy Bee is always on the run and organises her meals in advance;
Life-long Beginner on a permanent trial-and-fail path.
The MVP version focuses on two: Busy Bee and Life-long Beginner.
Opportunities & market differentiators
The tool focuses on busy women and their needs, busy with careers, passions, kids, or all together.
Help to keep healthy habits in an easily accessible way using the best technologies, multiplatform experience & the best, simple UX.
Multiplatform experience allows cooking with the tablet in the kitchen and taking groceries list on the mobile phone to the store.
Easy interactions mirror swiping recipes like cookbook pages, allowing easy access to multiple recipes simultaneously when preparing food for a week.
Cooking Mode allows for keeping the device safe from food and water splashes.
Cooking mode
Typography & colours
Mobile screens
Team
Katarzyna Niewczas - UX Research & Strategy
Lusine Ter-Petrosyan - UI Design
Digital Nomad Agency - Development