logo

A Lead Generating Product for a Wellness Company

Case Study of launching a wellness product

The Problem

A health and wellness company that developed lifestyle plans based on a person's genome, blood markers, stress hormones, and gut microbiome had a very expensive price point of $3,000 with a commitment of one year. The company was looking for different strategies to help nurture individuals into the 1 years flagship program.

The Solution

A “light” version of the company's program with a limited amount of genetic data and one coaching session at the price point of $50.

The Team

  • A coaching & scientific team
  • 2 project managers
  • 3 dev
  • 2 UI designers
  • 1 senior product designer 👋

My Role

User research
  • User journey
  • User flows
  • User interviews
Designing
  • High-fidelity mockups
  • Prototyping

Discovery & User Research

While the company's main program consisted of blood testing, which required the customer to schedule with a clinical laboratory for an intravenous blood draw, this new product used saliva and could be collected at home. This change dramatically simplified the user's journey.

User Journey

The saliva kits would be delivered to the customer, the customer would then set up their online dashboard, they would send the kit back, wait for results, get an email when the results were processed, and finally schedule a call with a coach.

Designing & Ideation

After mapping out the user journey, it was clear this new program had a lot of unknown time periods between each important stage. We had no idea how long it would take for people to send kits back and only a rough estimate for DNA processing.

Designing for Different States

The dashboard required 3 important state changes— before genetic data, after genetic data was processed, and after the coaching call. The most important state would be the empty state before a person received their data and to make the dashboard come to life when data was ingested.

Get the full story...

Learn how this dashboard came together and some meaningful conclusions post launch—

For a full unedited version of this case study reach out here.