Possible is a nutrition-based healthcare company that is on a mission to make the world healthier and lighter. Its three-pronged approach helps people lose weight through consultations with personal nutritionists, customised meal plans based on superfoods, and app-based mentoring.
Possible had a thriving business based on in-person consultations and sales, but COVID hurt their sales and forced them to rethink their products. They asked us to help them find a new path forward by overhauling their app and moving to a digital-first model.
We undertook a three-month collaboration, starting with in-depth research and ending with a highly polished, complete design for a new app that would help them acquire new customers and build a sustainable, digital business.
Since Possible was founded in 2013, it has successfully opened offices across 12 cities and enrolled over 40,000 people into its nutrition programs.
New customers start their journey with free, in-person consultations with Possible's network of over 100 nutritionists and doctors. But this model crashed when COVID hit the world. Suddenly, Possible couldn't conduct in-person consultations, and the business took a serious hit.
Possible's founding team knew that this was an opportunity to reinvent themselves and create a digital-first business, based around their existing app. However, with its low conversion rate, the app wouldn't be able to replace in-person consultations without a facelift.
Our design team turned the sketches into a digital, interactive prototype in just a day. Since the stakes were high, we did a couple more iterations on the prototype with the Possible team to be certain we had our new concept right.
We thought the new Possible app was great, but would it actually achieve what it needed to? Would users even like it?
To get real user data quickly, we tested the prototype with five users from Possible's target audience. Here is what users said about the prototype:
The overall feedback was great and validated the app's new direction. Every user we tested gave a big thumbs up to the new daily challenges and believed they would lead to healthy changes.
As we designed the app, we focused on building upon Possible's branding. We took the existing color palette and incorporated it into backgrounds, icons and images to help unify different screens and help users track their progress through the app. We also used Indian stock images and engaging microcopy (with emojis 😄) to differentiate the Possible brand from other fitness apps, which often use illustrations and formal language.
All of these rounds of iteration helped us nail our sprint goals and turn the basic prototype into a pixel-perfect design that was jam-packed with engaging features and visual details.
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