Overview
Mighty Health is an app designed for people 50 and older, helping them lose weight and improve mobility & balance. I improved the Mighty Health application adoption, covering two sprints within this internship experience. I was primarily responsible for the research and integration: iterating the payment wall and FAQ screens and designing the desktop landing page for older users.
The aim was to boost traction for Mighty Health. In collaboration with my mentor, we devised a concise problem statement: How can we increase Mighty Health app users to enhance retention and optimize a beneficial, interactive, and streamlined experience?
To attract more users to the Mighty Health app, we aim to implement efficient UI/UX solutions, boost downloads, and encourage product trials. My mentor provided HMWs that guided me in refining and framing our problem.
HMW incentivize users to download our annual payment plans?
HMW engage people at a first glance when visiting Mighty Health’s web page?
Solution Preview
Payment Wall Iterations
Designed UI iterations to optimize payment and FAQ screens
Landing Desktop + Mobile Iterations
Iterated and AB tested video landing pages resulting 50% increase CTA
User Research
Analyzing Mighty Health's traction, I studied client data, including spreadsheets and primary sources such as Facebook comments and community messages. Through qualitative coding, I identified common themes and developed a persona representing our target audience
58.5% of users strongly prioritize weight loss
39.3% users goals are to improve overall health, with family & weight loss as key motivational factors
61.6% favored exercise and food programs, following with community and accountability
Research Takeaway
Weight loss emerges as a key focus for users, aligning with their preferences for Mighty Health's exercise and food programs. While consistent with the platform's vision, there is a call to prioritize community building and accountability. I addressed this by designing interfaces that emphasize these aspects.
User Persona
I crafted a user persona, using firsthand client data, to emphasize the importance of community building and accountability in motivating our target users. This aided me in presenting the rationale behind each design decision to my stakeholders.
Problem 1: Payment Wall
Redesign the payment wall to motivate Lily to subscribe and easily understand the FAQ pages at a glance, encouraging her to try our product.
Design Iterations
I analyzed payment and FAQ screens across other health applications, identifying comparable features. Applying insights, I iterated on our Payment wall and streamlined the FAQ page to reduce cognitive load. I presented these designs to my manager and developers, incorporating feedback for further refinement in subsequent solutions.
Original Payment Wall
Payment Wall Iteration 1
Payment Wall Iteration 2
Final Payment Wall
Problem 2: Landing Page
Redesign the landing pages for desktop and mobile platforms to increase engagement and direct Lily to download the Mighty Health App.
Competitive Analysis
I conducted a competitive analysis to pinpoint competitors' strengths and weaknesses in homepage navigation, swiftly gaining insights to enhance the landing page for new users on Mighty Health. I observed that interactivity is crucial, as evidenced by analogous competitors incorporating videos of their programs, social proof from users, engaging graphics, and carousels.
Design Iteration
I led the design and testing of product and video-centric landing pages to assess user engagement. Despite tight timelines and content constraints, I proactively proposed alternative solutions to stakeholders. Ultimately, we pivoted direction due to technical limitations, prioritizing maximum business value while minimizing costs.
Marketing Material
While some of my ideas for the main landing page couldn’t be used, our team chose the ‘Testimonial’ and ‘Members’ pages to quickly test out hero banner images based on winning ad creative for YouTube.
A/B Testing
We know that the hero is the most influential area of the landing page. Previous tests concluded that images convert better than illustrations for our audience, and we want to A/B test different hero images to see what converts better. Based on previous tests, I hypothesized the video would increase conversions more than the product format.
A/B Testing
I tested two versions of the desktop landing pages: the product focus app and the fitness video banner. After conducting A/B testing, I found that the video reached 95% confidence at an almost 50% conversion rate.
Final Designs
Using simple and easy-to-implement UI/UX techniques influences users to engage with the homepage and encourage them to subscribe—increasing user conversion rates and accessible download trails using low-effort but highly impactful design decisions!
Business vs. Academic
The start-up experience differs significantly from the design process I would tackle in school or passion projects. During my internship experience, I learn how to incorporate business goals into my designs within a start-up environment. Communicating with developers, marketing, and other teams outside of design is crucial to accomplish our goals.
Design Constraints
In most passion projects or academic research, there is a lot of ambiguity and freedom in what I can do to approach a problem. While I had multiple ideas for optimizing a design, I had to let go of many notions and choose designs that were easiest to implement and had the highest business value.