The more classes participants watch, the more revenue is generated by the business model. Watching videos is also strongly connected to success in the program. The more videos participants watch, the more they are likely to succeed and lose weight. The momentum and emotional investment of users have been the key here.

That's why we've built the experience around watching videos and education as the main point of interest. We've explored many possible options to make the experience more satisfying and effective through ideation sessions and prototypes.

Additionally, we've implemented a number of progress indicators and motivating features to help users stay on track and engaged along the journey.

Improving the overall user experience was our goal at the very beginning, in addition to the new brand. We did not want to just give the app a new coat of paint. Before modifying the previous design and digging into visuals and direction, we identified what was working and what wasn’t through interaction and usability heuristics, reviews and user testing. This, in the end, moved us in the direction of creating an entirely new mobile app.

We've found out that to be able to be competitive in the market and fulfil our users' needs, we have to focus on a simple, straightforward, friendly and encouraging experience across all the platforms.

We've delivered these experience attributes through a minimalistic layout and positive visuals, together with a friendly and conversational copy. We guide users to focus on the positives during their progress and encourage them to improve every day, step by step while being mindful throughout the journey.

To be able to keep the experience simple, we had to keep it consistent across all the platforms. That's why we've, from the ground up, built a new design system which supports this goal and, in the end, also saves designers and developers a lot of time.

In the process of designing the experiments for the activation section we’ve focused on making the onboarding entertaining and exciting while keeping it short and straightforward.

To be able to create an emotional investment in the users, we’ve emphasized providing context and asking the right questions. This way, we can discover their goals and can prioritize them throughout the whole program experience. We don’t just show them the features they should use, we tell them why they should use them and how they help them succeed.

Through the iterative process we found that user engagement and goal success is much higher on the mobile platform. Because of this, we designed a number of ways to drive users to the mobile experience rather than web, while focusing on making the transition and onboarding to the new platform as smooth as possible.