The Impact

📌 Implemented the psychology of gamification in a habit tracking app for Millennials.

📌 Built a Brand Identity & Content Strategy

📌 Defined market fit

The Challenge

Understand the interrelationship between humans and habits to create an MVP. Within Vita's aim to reach 100 million people, we needed to narrow down and focus on one target group for MVP. This project was also carried out in the early stages of the global pandemic due to COVID-19.

A little about this project

Vita had success in its IRL program focusing on changing food habits, increase activity levels, learn how to deal with challenges, and reinforce habits for people. Vita's end goal is to transform people into a plant-based diet.

In March 2020, they were ready to scale up their IRL program to get as many people as they can on this path to better their lives. Vita aims to reach 100 million people by 2023.

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✹ Discovery

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The research objectives for this project was User Insight & Market Analysis.

After 10 user interviews, 35 survey entries within 3 days.

We began to see similar patterns in people's responses.

1. Community
2. Education
3. Self-Aware
4. Triggers
5. Mindset

Conducting competitive and comparative analysis it was uncovered Millennials are the biggest  healthy food consumers in Australia. Millennials are also the highest global population to use mobile app and fitness tracker.

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✹ Define

We encountered 3 other personas:

1. Jules, The self-aware & structured.
2. Madison, The driven by community
3. Michael, The transitioning into a healthier lifestyle after a medical check-up.

However, research showed:

• Market and industry research showed Millennials are the most health-conscious consumers.
• This generation wants to learn to eat better which will then teach the next generation
• Back to the client's goal, Vita aims to educate and empower people. This aligns most with Charlie's barriers, pain points, and goals.

Once the data and the market was understood, The Millennial persona was prioritised, reason being: Remembering Vita wanted to scale by 2023, in combination with Millennials being recorded to be the biggest health food consumers as well as tech savvy, as well as the data showing the Millennial age range wanting to make better health choices however facing hurdles - taking business goals, user pain points and goals - the Millennial was the persona to prioritise for the MVP.

Charlie, the Millennial

The Millennial has recently recognized their eating habits are not friendly to the environment and to their health.

They're carefree, lives at home with their parents, and likes to go out with friends and colleagues. The millennial see eating out as a way to socialize with their peers.

"Charlie needs a way to create sustainable habits, working around their surroundings because they want to be environmentally friendly and health-conscious."

Moodboarding -

The main sources of inspiration were the color theory of greens.

1. Fresh produce
2. Green symbolizes growth, harmony and safety.
3. Reds to compliment green, as well as enhances human metabolism and indicates courage.
4. Young, quirky and trustworthy
5. Inspired by the likes of Fabulous, Smiling Mind and Omada

Getting creative -

After going through some rounds of Crazy 8s, we finalized our MVP: A mobile app, since Millennials are most likely to own a phone and carry it with them everywhere.

Once we pooled our ideas three key areas to focus on:

1. Personalization
2. Education
3. Gamification

✹ Develop

User flow to onboard Charlie

Mid-Fi

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Hi-Fi

Have a try (if you haven't yet)

✹ Wrap Up

Vita's mission is to educate and empower one bite at a time. With the proposed Hi-Fidelity prototype MVP, along wit the Design System, Branding and Content Strategy - Vita is equipped to achieve their 2023 goal of scaling their IRL program to get 100 million people on this path to better their lives.

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