Role
User Research
Product Strategy
UI Design
Interaction Design
Tools
Figjam
Notion
Figma
Timeline
5 weeks
The Problem
As a business, Wim Hof would like to increase the rate of new users converting from a free to a premium paid plan during the 20-day cold shower challenge. In order to increase conversion rates, the business believes their 20-day cold water shower challenge needs to be easier for users to complete with healthy metrics motivating new users’ progress.
As well as making the overall 20-day cold water shower challenge easier with motivating metrics, the business would like the option for users to journal their daily cold water experience and even share this with friends to improve referral rates.
Usability Review
To help me better understand the product, our team conducted a usability review to identify pain points and wow moments in the existing experience. Some of initial reactions to the app centered around some frustrations users had about not being able to revert decisions made in the app. Also, the overall design of the app lacks some inspiration and consistency.
Primary Frustrations
Wim Hof is not highlighting what
No Primary CTA
When users open the app, it’s not obvious that the 20-Day Cold Shower Challenge is a primary CTA resulting in not seeing a high conversion rate for premium subscriptions.
Premium Features?
Users are forced to search deep within the app to learn what features are included in a premium subscription which doesn’t motivate them to opt-in.
Lack of Community
Currently, users do not have the option to share the results of their sessions on social meaning the client is unable to seek new referrals through a free medium.
Secondary Frustrations
Once the user completes a session in the 20-day challenge, there isn’t an option to journal notes in the same user flow. They must exit the challenge and go back to the main menu to log their notes.
Once the user starts the Day 1 timer, there is not an option to stop the timer just in case they click it by mistake. Also, if you make this mistake and the app believes you completed Day 1, there is no way to reverse this decision which may result in a frustrated/defeated user.
Problem Space
New users of the app find it difficult to embrace the Wim Hof method due to a lack of motivation to continue this routine. Our solution should provide a clear pathway for users to subscribe to a premium subscription, journal and share their experience, and complete the 20-day cold shower challenge.
New User Flow
To help improve the user experience, our team developed a new user flow that included a large 20-day challenge CTA on the home screen and the ability to easily journal and share notes at the conclusion of each workout.
Rapid Prototyping
Before diving into Figma, our team sketched some low-fidelity wireframes of our new user flow.
Styles & Components
To help give the Wim Hof app a more cohesive look, we developed a new design system that included increasing the saturation on their current colors and adding some dark mode surface colors.
Final Design
After developing new ui styles and colors, our team jumped into Figma to design a high-fidelity prototype of the new and improved 20-day cold shower challenge. To help improve conversion rates of premium subscriptions, our goal was to help guide users through their first cold shower workout which would culminate with a CTA that allows them to subscribe to a premium account using Apple Pay.