PYNK
A community dedicated to nurturing women's well-being during life transitions
Duration
10 Weeks
Nature of the project
Team Work
Year
2023
Type
UX/UI Design | Design Innovation Development | Marketing Strategies
Role
Researcher, UX/UI Designer, Visual Designer
Tools
Figma, Adobe Premiere Pro
Problem
In today's fast-paced world, women face unique challenges in managing their well-being, from juggling multiple roles to dealing with societal pressures. Common issues like stress, anxiety, guilt, and low motivation highlight the pressing need for a comprehensive solution that addresses the nuanced aspects of women's well-being.
Methodology
We created a women's wellness platform using a human-centered design process. Through research and feedback, we found that women need privacy, personalized health solutions, and support in prioritizing health. These insights shaped our platform's core features, refined through testing and user input.
Goal
Our goal is to empower women experiencing major life transitions to achieve well-being through our supportive community. We aim to provide a platform that addresses physical and emotional health needs, fosters connections, offers personalized solutions and inspires positive habits, ultimately helping women attain work-life balance.
Impact
Our work on the PYNK platform has significantly improved user satisfaction and positioned us to capture a share of the $4.5 trillion global wellness market. This project has challenged us to deepen our understanding of women's health and wellness, and collaborating with experts has enriched our approach and outcomes.
Project Flow
Part I Discover
1.1 The Climate of Bio-hacking
We undertook a comprehensive PESTEL analysis to gain a profound understanding of the broader environment surrounding bio-hacking. Our brand is primarily centered on the principles of Traditional Biohacking.
1.2 Primary Research
To gain a deeper understanding of the bio-hacking landscape and its implications, we embarked on a multi-faceted primary research approach, which involves Survey, In-depth interviews, and sensory Cue.
1.3 User Archetype
We've identified two main users: the Aspiring Achiever and the Mindful Mother-to-be. Both are going through significant life changes, leading to stress and health issues. They're looking for a supportive group to help them tackle these challenges together.
1.4 Empathy Journey
1.5 Research Findings
We distilled our raw research data into six key categories: Community, Emotional Wellness, Physical Fitness, Positive Habits, Application Attitudes, and Bio-Hacking.
Part II Define
2.1 Value Proposition
Through our research, we identified three core segments for the Value Proposition: Gains, Pains, and Jobs to be Done.
2.2 HMW Questions
"How can we cater to our customers' needs and tasks?"
Part III Competitor Discovery
3.1 Competitive Analysis
During our Competitor Discovery phase, we used tools like Porter's Five Forces and the Business Model Canvas, we set ten criteria for evaluation, including Bio-Hacking Integration, Community Engagement, and Pricing & Accessibility. These criteria will help us compare each brand's strengths and weaknesses.
3.1 Competitive Analysis
After positioning our brand, PYNK, we used the Blue Ocean Strategy Canvas to compare it against four competitors. Leveraging the ERRC (Eliminate-Reduce-Raise-Create) framework, we crafted a fresh value proposition for PYNK. We aim to match or surpass our competitors in the other eight evaluation dimensions, positioning PYNK in the mid-to-upper market range and boosting its appeal.
Part IV Develop
4.1 Developed Business Model Canvas
4.2 Value Pillars
4.6 Testing
We carried out both User Testing and Usability Testing.
For User Testing, we employed the "Start, stop, continue" method. Initially, we had 8 functional sections, termed the 8 G's. Based on user feedback, we streamlined these to 5 G's. We crafted the first low-fidelity prototypes centered around the 5 G's from these insights.
For Usability Testing, we tested 3 aspects: Feasibility, Viability, and Desirability. The goal was to gauge the clarity of the 5 G's main functions and assess the interface's efficiency, fluidity, and user-friendliness. We aimed to understand user satisfaction and pinpoint any issues.
Part V Final Delivery
5.1 PYNK! Interfaces
5.3 Business Horizon
