Case Study
Wim Hof Method: Revamping the 20-Day Cold Shower Challenge
Wim Hof Method: Revamping the 20-Day Cold Shower Challenge
Role
User Research, Product Strategy, UI Design, Interaction Design, Usability Testing
Tools
Figjam, Notion, Maze, Figma
User Research, Product Strategy, UI Design, Interaction Design, Usability Testing
Tools
Figjam, Notion, Maze, Figma
Year
July, 2022
July, 2022
Timeline
5 weeks
5 weeks
The Challenge
The Problem
The Wim Hof app is over-complexed and overwhelming for users. It's easy to get lost and many users do not progress on the usability funnel into advanced stages.
The Solution
Re-designing the cold-water challenge from onboarding to paid conversion, while focusing on simplistic and intuitive user centric design. Specifically using clear CTAs, and structured guidance for the user, prompting and motivating the user to complete one step at a time.
The Process
Usability Review
As a first step , I've conducted a usability review and identified key friction areas and potential wow moments within the existing experience.
To achieve that, I have walked in the shoes of our users, taking the challenge myself and experiencing the app at first hand.
To achieve that, I have walked in the shoes of our users, taking the challenge myself and experiencing the app at first hand.
Business And User Frustrations
Based on my findings I have decided to focus on two core frustration areas:
1. Simplicity of the cold shower challenge: crafting a more natural usage flow, which is less complex and more 'step-by-step', accompanied by small wins and encouramgnetos for the user
1. Simplicity of the cold shower challenge: crafting a more natural usage flow, which is less complex and more 'step-by-step', accompanied by small wins and encouramgnetos for the user
2. Clear call to action across all screens: I have noticed that the user experience can be confusing and somewhat overwhelming as many time it is not clear for the user what is expected of him due to multiple choices.
3. Meeting users' usability expectations: during my research I identified that a-lot of 'small' usability best practices are neglected and really burden the user experience. This includes memorable settings, ability to stop a timer while in progress and lack of hierarchy in complexed layouts.
Competitors Learnings
Before jumping into action, I first wanted to see what relevant competitors are doing and what their experience led them to design. The competitors benchmarking helped me identify natural flows and best practices that I could later embed into my design process.
Direct competitors: Cold water therapy, Cold Shower therapy.
Indirect Competitor: Headspace.
Indirect Competitor: Headspace.
Desired User Flow
Once I mapped the existing user flow, I drafted an improved flow to accommodate the business and user insights driven from the research:
Rapid Prototyping
After mapping my improved user flow I spent time rapidly prototyping a solution. Sketching helped me quickly iterate on the original idea and to begin visualize a solution without investing much time into hi-fidelity screens prematurely.
UI Design
The design is clean and simple to support one of my goals - help the mind stay relax and calm while navigating through the challenge.
The colors are a mix blues to emphasises the water, cold atmosphere and
calm energy.
The colors are a mix blues to emphasises the water, cold atmosphere and
calm energy.
Onboarding
The onboarding experience was designed for both users that wish to learn more and 'non-patient' users alike.
For highly engaged users, it builds confidence and better understanding via (1) social proof, (2) emphasis of potential benefits and (3) credibility relying on the Wim Hof brand.
For highly engaged users, it builds confidence and better understanding via (1) social proof, (2) emphasis of potential benefits and (3) credibility relying on the Wim Hof brand.
3
Home Screen
The home screen main goal is to drive action.
It was designed in mind to provide a full overview of the entire challenge while prompting the user to take action and move into their next step.
Each day is unlocked automatically upon completion, encouraging the user to make progress. UX includes a single main CTA button of dominant color and an intuitive sequential design of the different steps.
It was designed in mind to provide a full overview of the entire challenge while prompting the user to take action and move into their next step.
Each day is unlocked automatically upon completion, encouraging the user to make progress. UX includes a single main CTA button of dominant color and an intuitive sequential design of the different steps.
Challenge Settings
The challenge settings are balancing between simplicity and functionality. On one hand the default settings give the user everything they need to get started quickly and on the other, full control to adjust the settings to their preferences.
Challenge Flow
The challenge was designed to meet the real life flow of the user, accompanying the user through each step of the way.
On top of it, through out the challenge flow the experience is designed to encourage the user and motivate them: including pre-usage tips, ongoing feedback loops and completion 'ahaha' moment.
On top of it, through out the challenge flow the experience is designed to encourage the user and motivate them: including pre-usage tips, ongoing feedback loops and completion 'ahaha' moment.
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space
Challenge Feedback
The challenge feedback was designed to help the user process their experience and celebrate their achievement. In turn, creating a positive connotation that would drive them forward.
Sharing functionality also allows the user to celebrate such achievements with their community creating a stronger commitment to progress while promoting brand awareness.
Sharing functionality also allows the user to celebrate such achievements with their community creating a stronger commitment to progress while promoting brand awareness.
Premium Pricing
The pricing page was designed with simplicity in mind while prompting free-users to convert into paying users.
The pricing layout includes multiple consumer psychological elements to increase monetization: 'high price anchor' shown first, demonstrated savings, use of Monthly and Annual plans and more.
The pricing layout includes multiple consumer psychological elements to increase monetization: 'high price anchor' shown first, demonstrated savings, use of Monthly and Annual plans and more.
