Wellbeing application for busy women

This project involved a full redesign of an existing mobile wellbeing app designed for busy women and mothers, aimed at helping them stay on top of nutrition, workouts, and daily habits. Despite the app’s comprehensive features, users were migrating to competitors.

I conducted a survey with 523 current users, performed 7 in-depth interviews, and analyzed 3 direct competitors operating in the same niche and region.

Navigation Issues: Users struggled with the app’s complex navigation and often felt lost trying to find frequently-used features.

Repetitive Tasks: Tasks had to be manually marked as completed, like adding a meal or workout to the habit tracker even after it was logged.

Lack of Onboarding: The absence of an onboarding process left users to figure out the app on their own, creating frustration and confusion.

Desire for Smarter Suggestions: Users wanted meal suggestions to better match their goals, rather than scrolling through extensive, irrelevant options.

Created user profiles and flows, reorganized data for better usability, and refreshed existing content.

Proposed automations for tasks like meal logging and workout tracking to save time and effort.

Suggested a meal recommendation feature tailored to calorie needs and meal preferences.

Streamlined the app by removing rarely used options and focusing on features users value most.

Introduced a story-like, interactive onboarding to guide new users and ensure a smooth start.

Completely redesigned the app to create a seamless, integrated user experience, made complete rebranding for more polished appearance.

The redesigned app led to significant engagement and retention improvements, attracting 158 new paid users within the first month. After six months, 128 of these users remained active, and within a year, the app acquired 612 new paid users.

This redesign successfully addressed the challenges that previously caused user drop-off. By focusing on ease of use, automation, and a sleek modern design, the app gained a distinct edge over competitors. Recognizing user frustrations with complexity and the value of competitor insights allowed us to deliver a targeted redesign that prioritized user needs while keeping a comprehensive feature set.