PYNK
Empowering Women Through Natural Bio-hacking
Design Strategy | UX Research | Design Innovation I Marketing Strategies
OVERVIEW
In today's fast-paced world, women face unique challenges when it comes to managing their well-being. From juggling multiple roles to dealing with societal pressures, there is a pressing need for a comprehensive solution that addresses many nuanced aspects of women's well-being.
PYNK is a supportive collective of women committed to achieving their well-being goals through scientific and natural bio-hacking practices, and sustained habit building.
GOAL
Devised on age old, natural methods of bio-hacking, the goal is to support women who want to build healthy habits through simple practices, all while being cheered on by a supportive community.
OUTCOME
An application with a tailored brand vision, offerings, and community support to address the diverse requirements of our users. Our platform offers an integrated insight into women’s well-being, setting them up for a life of balance and success.
The PYNK bracelet, a beautifully crafted and technologically advanced smart bracelet designed exclusively for PYNK women. With it’s sleek design and powerful features, this wearable device combines fashion and functionality, allowing you to stay connected and enhance your lifestyle in style.
AWARDS
Gold Winner in UX, Interface & Navigation
Silver Winner in Apps for Social Change
Silver Winner in Branding for Health & Beauty
PROJECT TIMELINE
10 Weeks | March 23 - May 2023
TOOLS
Figma
Figjam
Adobe Illustrator
Adobe Photoshop
TEAM
Vedika Deshmukh
Jennie Gao
Phoebe Gao
Anushka Kalro
Is the anticipated expansion of the global women’s health market by 2030.
PREMISE
Women put themselves and their well-being second to all their roles and responsibilities. As a team of five women, we are committed to nurturing women like us to a balance of life.
INTRODUCING
WHAT?
At PYNK, we design a lifestyle of Sustained Balance, with a tailored brand vision, offering, and community support to address the diverse requirements of our users. Our platform offers an integrated insight into women’s well-being, setting them up for a life of balance and success.
WHY?
With insights spanning from unmet user needs to untapped market spaces, we want to sculpt a revolutionary health empowerment solution that resonates deeply with women's aspirations and redefines the boundaries of the wellness industry.
HOW?
The application focuses on simple and natural methods that include setting a rhythm to their well-being through simple steps, planning and tracking their well-being and sustained habits, guiding them to practice relaxation, self-care, and nourishment, offering a safe space for conversation and community, and an array of curated products for them and their community.
COMPETITOR ANALYSIS
Through an array of strategic tools including segment matrix, Porter’s five forces, Blue Ocean Strategy Canvas, and the ERRC grid, our extensive competitor analysis for PYNK has illuminated a strategic path like no other. Understanding competitors in context to our niche and customer expectations allowed us to define what made our solution unique.
With insights spanning from unmet user needs to untapped market spaces, this analysis has empowered us to sculpt a revolutionary health empowerment solution that resonates deeply with women's aspirations and redefines the boundaries of the wellness industry.
Blue Ocean Strategy
Segment Matrix
ERRC Grid
STAKEHOLDER MAP & PRIORITIZATION MATRIX
RESEARCH & DISCOVERY
Asking powerful questions to women of all ages allowed our team to consider who we could best impact with biohacking.
We conducted in-depth interviews with 15 participants to gain intimate insights into their health journeys, challenges, and desires. These conversations allowed us to uncover personal stories, motivations, and pain points that often go unnoticed in broader studies.
Survey Insights - 160 Responses
We designed surveys with a mix of multiple-choice questions and open-ended prompts, through which we received 160 responses.
We engaged 15 participants in a unique sensory cue workshop. This activity encouraged them to express their feelings, thoughts, and experiences related to health through photographs.
Interview Insights - 15 Responses
Sensory Cues - 15 Responses
USER ARCHETYPE
Our initial user archetype are Aspiring Achiever & Mindful Mother-to-be, both of them are in the transition phase of their lives, which brings them a great deal of negative emotions such as anxiety and high pressure, which leads to a great deal of mental and physical sub-health problems. They are desperately seeking a group of partners who can comfort them with a common fight against this series of health problems.
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Study-life balance
Struggle with negative emotion
Open to technology
Seeking support
Values professional resources
Empathy Journey
We storyboarded a typical day for the Aspiring Achiever, to empathize with the emotional turmoil of what they were experiencing.
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Self-care & Child-care
Actively maintains healthy habits
Open to technology
Values strong support systems
Concerns and fears
Empathy Journey
We storyboarded a typical day for the Mindful Mother-to-Be, to empathize with the emotional turmoil of what they were experiencing.
RESEARCH FINDINGS
VALUE PROPOSITION
Through research and discovery, three segments of Customer Segments in Value Proposition were defined as Gains, Pains, Jobs to be done.
Customer Segment
To address our customer pains and jobs to be done, we aggregated six users' overarching goals for health and well-being through biohacking, and then dug deeper into the layers to find the HMWs that would guide the direction of the services provided by our brand.
HOW MIGHT WE’S
SERVICE CONCEPT
VALUE PILLARS
Our value pillars, Communicate, Embody and Experience formed the foundation of the social networking system concept. These value pillars collectively shaped the commitment to crafting impactful and user-centric experiences through PYNK.
VALUE PROPOSITION
G’s FOR GOOD LIFE
At PYNK, we design a lifestyle of Sustained Balance. After doing a fit analysis on our Value Proposition Canvas, we started to ideate as to how can we deliver our promise to our users of having a lifestyle of balance.
Our features are designed to make sure that we address at least 3 to 5 of our users pain points. A lot of our insights came from the fact that we spoke to a robust network of women. We were able to aggregate it into the G’s for Good Life that we feel really strongly about.
Private and judgment-free
Natural bio-hacking
Motivation and support
Habit building
Empowering healthy lives
TESTING & VALIDATING THE DESIGN CONCEPT
User Testing
Based on prototype 1.0 of the app, we conducted user testing using the method Start, Stop and Continue. A workshop to understand what additional features do our target users want, what do they not want, what they wish continues to remain on the app.
Usability Testing
After receiving feedback on prototype 1.0, we created a second version incorporating the feedback we received during the user testing. We then conducted a prototype 2.0 interview round for the usability testing.
LAUNCHING PYNK
After incorporating changes based on feedback received from prototype 2.0, the final application version was made.
VISION VIDEO
BUSINESS MODEL CANVAS
Future Outlook
THE PYNK BRACELET
Introducing the PYNK bracelet, a beautifully crafted and technologically advanced smart bracelet designed exclusively for PYNK women. With its sleek design and powerful features, this wearable device combines fashion and functionality, allowing you to stay connected and enhance your lifestyle in style.
We aim to create a collective that connects individuals who share a common interest in bio-hacking, empowering them to take meaningful steps towards enhancing their well-being. By providing our users with elegant, beautiful jewelry, we strive to facilitate their personal growth and help them achieve their desired state of well-being.
BUSINESS HORIZON
Conclusion