VITA
An MVP design to encourage people to eat better
Timeline
2 weeks
Tool
Miro, Marvel, Figma, Adobe scan, Slack, Zoom
My role
UX Researcher, Ideation,
Prototyping & Testing
Team
Christie, Kebria, Leng, Myself
Project summary(concept project):
VITA is a company that has successful in-person programs to enable people to take control of their health. They are seeking to scale the program via a web or app MVP focusing on helping people eat a plant-based diet.
From the research, we found people actually lack professional knowledge on what a healthy diet is and it‘s also hard for them to access the right resources.
The proposed solution is the MVP design for an app allowing users to access curated resources from professionals and reliable scientific sources in one place. Besides, have success stories from VITA’s in-person program to motivate them. The user that we tested felt encouraged and inspired by the content, they would like to take action on healthy eating after that.
Context:
Changing your diet will make the biggest impact on preventing chronic diseases which are top killers now.
According to the Australian Institute of Health and Welfare (AIHW), the top three killers as chronic diseases are heart disease, cancer, and chronic lung diseases in Australia.
VITA’s challenge:
As a health monitor company, VITA wants to scale the program to 100 million users by 2023 via a web or app MVP focusing on helping people eat plant-based diets.
VITA uses behaviour science to help people change their habits, improve their health and reduce their risk of chronic disease. They have very successful in-person programs, but they can’t scale VITA effectively.
The process:
We started with research to explore the health market and understand people’s eating habits, behaviours, challenges, motivations, and sources of information regarding health:
From market research, these health-conscious people are more likely to be our potential users.
From competitive analysis, Most fitness apps are based on weight loss plans, calorie counting, and food tracking features.
Key insights:
People want to be healthy to prevent illness.
They search for resources from different places, especially on digital platforms, but they still don’t know what a plant-based diet is.
They also need to consider schedule and time when they make decision on eating.
Let’s meet our users. We decided to use the archetype to best represent people’s behaviour and attitudes towards healthy eating:
We identified 2 different archetypes with different goals, needs, and fears.
We chose to focus on Health-conscious consumer in this sprint because they are actively seeking resources for healthy eating and this aligned with VITA’s goal of helping people eat better.
Define the problem of Health-conscious consumer:
Health-conscious consumer needs a reliable source of information so that they know what a balanced nutritional diet is.
What does “reliable“ mean to users:
Reliable means professional knowledge based on facts on an integrated platform.
Back to user’s interviews:
• Users feel overwhelmed by different platforms and don’t know which diet is credible.
• Users lack professional knowledge of healthy eating.
So reliable means professional knowledge based on facts on an integrated platform.
So how might we…
HMW educate the Health-conscious consumer on what a nutritional diet is.
HMW help Health-conscious consumer obtain reliable information on diets.
HMW help Health-conscious consumer access information on nutritional diet easily.
Find the solution:
We sketched multiple ideas in a design studio and then we prioritised these features for the MVP to find the right solution that can balance both business goals and user’s needs.
The solution:
Build a digital platform to allow users to access curated resources from professionals and reliable scientific sources in one place, and keep them short and concise.
Low-fi prototype: we started with the paper prototype as it is cheap and easy to test the idea and validate the task flow.
Test and iterating:
To get users’ feedbacks and figure out what did the low-fi prototype validate, we did a test with 5 participants with the Marvel prototype.
Mid-fi prototype: Incorporating users’ feedbacks and Vita’s Unique Selling Point into mid-fidelity wireframes:
Vita's USP :
Vita has professional resources on health.
Vita has successful stories from the in-person program where we can incorporate into the platform to keep people's motivation which is also backed in the research.
MVP:
Next steps:
Since this is VITA’s MVP, it is important to highlight what is next for future versions of the app.
Test the usability of the high-fidelity prototype and iterate based on synthesised insights.
Do more research on archetype 2 — Time-conscious consumers and develop features that suit them.
Reflection:
With lots of insights together, there is no need to just form one persona or archetype. Organise them in different trends and groups, we can have multiple personas or archetypes, making the process of defining the problem more clear.
It’s always good and useful to revisit business goals and capabilities to make sure the solution can balance with the user’s needs.