Abhaya is a leading wellness platform that offers comprehensive health and mindfulness solutions to corporate employees. Faced with challenges in brand cohesion, user engagement, and feature usability, Abhaya partnered with the UX team to reimagine their product, resulting in a more intuitive, engaging, and effective wellness tool that significantly improved user satisfaction and business outcomes.
Abhaya, approached our UX team with a multi-faceted challenge to enhance their user experience and brand alignment. The company identified three key areas for improvement: brand cohesion, as their existing branding felt disconnected from their core offerings; health assessment completion, with the current process proving too cumbersome and resulting in low completion rates; and progress tracking, as users were struggling to intuitively monitor their wellness journey.Our task was to reimagine these critical touchpoints, creating a cohesive brand identity that accurately reflected Abhaya's mission, streamlining the health assessment for higher completion rates, and designing an intuitive, enjoyable progress tracking feature. The ultimate goal was to increase user engagement, satisfaction, and long-term adherence to wellness goals, thereby strengthening Abhaya's position in the competitive wellness platform market.
We tackled Abhaya's challenges by adopting a user-first design approach, beginning with extensive user research. We conducted in-depth interviews, surveys, and usability tests to understand user pain points, motivations, and preferences. This research informed our design decisions throughout the process.For brand cohesion, we developed a new visual identity that aligned with Abhaya's core values of holistic wellness and user empowerment. We created mood boards and conducted A/B testing with users to ensure the new branding resonated with the target audience. The health assessment was redesigned using progressive disclosure techniques, breaking the process into smaller, more manageable steps. We implemented a progress bar and save functionality, allowing users to complete the assessment at their own pace. To make progress tracking more intuitive and engaging, we designed a gamified dashboard with customizable widgets, visual goal-setting tools, and celebratory micro-interactions for achievements. Throughout the design process, we used iterative prototyping and continuous user testing to refine our solutions, ensuring they met both user needs and Abhaya's business objectives.
Following the redesign, Abhaya's product experienced notable improvements across several key areas. User engagement saw a significant boost, with more people using the app daily and for longer periods. The redesigned health assessment proved much more user-friendly, resulting in a substantial increase in completion rates. This provided Abhaya with more comprehensive user data, enabling them to offer more personalized recommendations.The new intuitive progress tracking feature was particularly well-received, with a large majority of users interacting with it regularly. This increased interaction corresponded with more users successfully achieving their wellness goals. The cohesive branding also yielded positive results, improving brand recognition among users. Overall, customer satisfaction improved markedly, and user retention rates showed a healthy increase in the months following the redesign launch. These enhancements not only improved the user experience but also strengthened Abhaya's market position, leading to a considerable uptick in new user acquisitions through word-of-mouth referrals.
I strive to deliver designs that not only meet business objectives but also leave a lasting impact on users, ensuring their journey is both delightful and memorable.
