Overwhelmed Users and Strained Coaches
Our users were lost in a sea of static content and features, struggling to stay motivated on their weight management journey and interact with the features in the app. The health coaches struggled with constantly re-engaging and guiding users, making their workload overwhelming.
The Solution: A Personalized Timeline
The savior was reshuffling the homepage and designing a personalized, interactive timeline to create a guided and more engaging experience.
Increased Engagement and Reduced Coach Burden
Users became more engaged and guided, coaches found relief and could focus on developing tailored coaching plans using the new features.
Challenges
Solving the gap between user needs and business objectives. By collaborating with the product manager, we were able to identify the overlapping issues, where fixing the intersection could help fix the other challenges.
Research
Confidentiality restrictions made it difficult to directly engage with users. Protecting user privacy is paramount in healthcare, as it fosters trust and enables honest communication. We needed to understand their needs without compromising their privacy.
UX Strategy
Arriving at the solution through empathy
Concept
Conceptualizing a modular feed of action cards, to accommodate Embla's personalized coaching programs and the diverse needs of its members. I designed the homepage to have a flexible and expandable structure.
It's relevant.
Engaging and appropriate for users with varying goals, focus areas and preferences.
It's coherent.
Ensuring scalability and future-proofing the design, as Embla expands its features.
Solution: The timeline
Inducing a feeling of achievement and reducing the mental load.
Problem
Users were overwhelmed by the cluttered and confusing homepage, struggling to navigate the information and features. Lack of clarity and focus contributed to low engagement and a lack of motivation.
Solution
By implementing:
• a personalized timeline
• automated prioritization flow of tasks
• 3 component states (active, done and locked)
• and a visual timeline
we reduced the mental load and created a more intuitive and engaging user experience.
Solution: The appointments
Small change = big accessibility.
Embla's services revolve around online appointments with the treatment team, after all, it's an online clinic.
Problem
Users struggled to find and manage their appointments, leading to confusion and missed appointments.
Solution
We streamlined the appointment management process and improved appointment attendance by making appointments more prominent and easily accessible on the app's homepage,
Solution: Daily greetings
Daily greetings personalised to user’s focus area. Delivered in brand's distinctive voice. Tailored to each user's focus area.
Problem
Users may feel disconnected from the program and lose motivation due to generic messaging.
Solution
Providing a more personal coaching touch and reinforcing the program's unique approach to wellness, helping users feel connected and motivated.
Personal Exploration
How can we not overpromise results and focus on the holistic progress instead?
Assumption
Users' lack of a clear overview and understanding of their progress hindered their motivation and engagement in the program.
First proposal
Weight Loss Forecast: A visual representation of a user's weight loss journey, showing users their weight loss progress, compared to peers, and predicting future trend.
Problem
Users often fixate on weight loss numbers, overlooking the importance of underlying habits and behaviors. This can lead to frustration and decreased motivation when results don't align with expectations, potentially harming both user satisfaction and business reputation.
Final solution
Progress Map: A radar chart aligned with the holistic value of the program giving a clear overview of the users' efforts and driving motivation and clarity.
Analytics
Aligning metrics with OKRs for shared vision and measurable impact. Together with product manager we shifted the focus from activities to results, ensuring that the design efforts were measured based on their impact on broader user experience and business metrics.
127%
Rise in first-time appointment bookings with average time to book the first appointment dropping by 47.5%.
11.2%
Rise in the average frequency of recorded measurements per user.
54%
The adoption rate of members engaging with the "My Journey" feature.
104%
Increase in average frequency per user of attended appointments.
