Overview
Body Brand LLC offers a comprehensive 360-degree fitness training ecosystem designed specifically for women.
Body Brand’s fitness app kept women moving, but data revealed a fresh pain point: sticking to a healthy diet felt harder than finishing a workout.
My role and team
My task was to validate real-world needs, shape MVP, and do this fast.
I collaborated with nutritional specialists to ensure that diet plans met users' needs. I served as the liaison between the Nutrition expert and the tech team. I oversaw API integration with external tools (subscription & payment management systems).
Lusine Ter-Petrosyan was a UI Designer on the project, and Digital Nomad Agency developed the product.
Discovery
I interviewed 15 women and analyzed 200+ survey responses. I chose exploratory lean customer-development interviews to surface raw pains and context before committing to a hypothesis. I focused on understanding the process of cooking, shopping, and organizing women's days around their diets.
Lean Customer Development Interviews
200+ survey responses | + 15 Customer Discovery Interviews | Affinity diagramming for synthesis
Findings
Persona 1: Busy Bee
Pain points: is always on the run and organises her meals in advance.
Insight: She doesn't need more recipes; she needs an app to organize her time and prep meals effectively.
Persona 2: Lifelong beginner
Pain points: She is on a permanent trial-and-fail path.
Insight: She needs a tool that guides her in the right direction on every step, an app to help her overcome bad shopping habits.
Persona 3: Mother
Pain points: Diet isolates her from the family, forcing them to cook differently for themselves.
Insight: This isn’t about willpower but social belonging. Meals need to be shared.
Persona 1: Busy Bee
Pain points: is always on the run and organises her meals in advance.
Insight: She doesn't need more recipes; she needs an app to organize her time and prep meals effectively.
Persona 2: Lifelong beginner
Pain points: She is on a permanent trial-and-fail path.
Insight: She needs a tool that guides her in the right direction on every step, an app to help her overcome bad shopping habits.
Persona 3: Mother
Pain points: Diet isolates her from the family, forcing them to cook differently for themselves.
Insight: This isn’t about willpower but social belonging. Meals need to be shared.
For MVP, using the Impact-Effort Matrix, we prioritised Persona 1
Personas 1
Busy Bee
User Flow
Anna is always on the go, busy with work, kids, and passions. She knows she will not have time to cook for herself. To avoid the temptation to eat outside, she preps food over the weekends. Anna knows the value of healthy habits.
"Finding time is my biggest difficulty. Some days are just so busy that I don't get around to eating till I get kids to beds."
- Anna needs a reliable nutrition plan tailored to her individual body requirements.
- She requires a user-friendly tool in the kitchen to quickly prepare her meals ahead of time.
- She needs a tool for better organization to effectively plan her time and prep meals in advance.
Strategy Workshop & Vision
We gathered all the findings at the Strategy Meeting and worked on the product vision.
Unlike others, Hooked primary goal is not to coach women; we do not ask them to do additional work to understand their bodies and needs. Hooked does the work for them! Hooked is the nutrition assistant.
Opportunities & market differentiators
- The tool focuses on busy women and their needs, such as those busy with careers, passions, kids, or everything together.
- Help to keep healthy habits in an easily accessible way using the best technologies, multiplatform experience & the best, simple UX.
- Multiplatform experience allows cooking with the tablet in the kitchen and taking a grocery list on the mobile phone to the store.
- Easy interactions mirroring swiping recipes in the cookbook pages, allowing easy access to multiple recipes simultaneously when preparing food for a week.
- Help to keep healthy habits in an easily accessible way using the best technologies, multiplatform experience & the best, simple UX.
- Multiplatform experience allows cooking with the tablet in the kitchen and taking a grocery list on the mobile phone to the store.
- Easy interactions mirroring swiping recipes in the cookbook pages, allowing easy access to multiple recipes simultaneously when preparing food for a week.
Testing & Iterating
With digital wireframes, we could validate the ideas. I aimed for usability testing with the use of Lookback, allowing me to follow user' moves and their facial expression. We went for a few testing cycles, and after each prototype, we went through a series of iterations.
User Interface Design
