Confidential Start Up
2024 - Present
Pivoting an Early Stage Start up for Continued Growth
How do you focus your startup when you can seemingly grow in any direction?
A biometric startup asked us to analyze the rapidly growing category of biometric health to focus their business, positioning, and product around a shared vision. Collaborating with the company's founders, we assessed the product's strengths and opportunities, aligning the team around a product strategy and visual design direction that provided a clear path forward.
Our Approach:
User Research
Product Strategy
Product Design Directions
Defining Core Users and Market Segments
We worked closely with the founding team to explore their ambitions and the surrounding biometrics sports and healthcare markets. After analyzing five target users and competitors, we identified that while similar backend technologies could serve both sports and medical audiences, separating the product direction and positioning for each would be more effective.
Developing Product Design Directions and UI Prototypes
Our client had an existing strategy for medical audiences but needed a distinct approach for sports audiences. We established a product vision: inspiring coaches to view performance as an outcome of a well-balanced life. Using this vision as a creative springboard, we explored three product design directions, including wireframes, visual mood boards, and key digital UX/UI screens.
Design Testing and Implementation
To refine and test our design directions, we gathered feedback from core sports users. We shared these insights with the founding team, providing inspiration and context for the visual identity system within their existing web app. These conversations also helped us outline next steps for the company's developers, such as testing a coach view for athletic teams and sleep data visualization.
Our Impact:
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