СHALLENGE
Recreate the mobile application concept to make it a channel of multiple purchases
The client (legal name Health Monitor Consulting Ltd.), a Barcelona-based wellness startup, offers a variety of tests for self-testing to monitor one’s health and wellness and get actionable insights. Customers order at-home test kits. After a currier delivers their test, a user collects the samples following instructions. Then, another currier comes to pick up the samples, and once the results are ready, the customer receives them online. The results include detailed explanations and professional advice regarding the next steps.
The client reached us with a request for the mobile application design. According to the client’s original vision, the application was supposed to cover ordering test delivery and providing the test results. Two target audiences were defined: millennials (70%) and Gen Xers (30%).
SOLUTION
Promoting a holistic approach to health instead of serving single order
Implementation of the initial concept would likely result in insufficient customer retention, turning the product into a single-use app. Once a user had their first test results delivered, the app would likely be forgotten or uninstalled soon.
So, the task we set ourselves was to reimagine the app to make it a channel of regular contact with the brand, stimulating multiple purchases and deeper bonding with the product.
Thus, the cornerstone of the product strategy, i.e., the overarching goal of the application, was clear: we were building the app as a bridge between the customers and the brand, promoting multiple and, ideally, regular use of the service.
This was a principal shift of the focus: instead of serving a single order, we were going to promote a holistic approach to health with systematic testing for the whole body, which means regular testing with different sets, or multiple purchases.
To develop a concrete solution based on this approach, we proceeded with researching our target audiences — millennials and Gen Xers.
We’ve analyzed both audiences in terms of:
- Their needs and habits regarding healthcare and wellness.
- Level of detail they expect from health-related information.
- Presentation of content that works best for them.
- Patterns they fall into as consumers and mobile users.
After this, we’ve crystallized them into two personas, predictably different but still close enough to share a well-designed application comfortably.
We’ve explored the whole range of use cases originating from the new approach, varying from “I want to know why it hurts” to “I want to get regular updates on my kids’ health.”
With this new knowledge, insights, and initial ideas on how to use these findings for building an efficient mobile application, we’ve moved on to the product discovery workshop with the client. The goal of the workshop was to align on the clarified product vision and revised product strategy, ideate solutions, choose the best one together, and then prioritize features and define the scope of the MVP.
As a result, we’ve agreed to go with one of the ideas we prepared for the workshop. The concept includes a gamification element – a user can see their test results on a 3D model of a human body, which works as a visual core of the app. It shows which organs and systems are already tested and which still need a check-up. In addition to this, the model indicates how healthy different organs are and which of them require special attention depending on test results.
To meet the needs of Gen Xers, we’ve decided to equip the application with plenty of explanatory materials and offer detailed comments on the test results to help the users fully understand the results’ meaning.
To further promote regular testing, we’ve suggested enhancing the business model with optional subscriptions, following the trend, especially popular with millennials.
The workshop’s outcome allowed us to finalize the product strategy, wrap up the discovery phase and proceed with the design based on the new concept and revised role of the app in driving product usage and retention.
IMPACT
This already award-winning application has been designed according to the adjusted product strategy, aimed to stimulate multiple purchases
It’s just the start of the product’s journey, so impressive figures are yet to come.
We believe that this well-strategized application will play a significant part in the product’s success.
