Case study part 1: NWI  Research

About the project

This is a case study for a UX project as student of Ironhack. Our fictional client, Netherlands Wellness Institution (NWI), a traditional organization was founded with the mission of providing health promotion and wellness professionals unparalleled resources and services that fuel professional and personal growth. They were very successful in the past, but nowadays their program has been slow to catch up with technology and the need our help to create a set of digital welleness tools and update their image.

Our choice is an app that solves doubts about what pregnant and mothers who breastfeed their children can , and our goal is to offer this information quick, easily and in real time.

Challenges and goals

As an Ironhacker, our designs must have a differencial element from the competence, so I thought about a feature where the user can take a picture from a product and check if she can eat it. For example, very useful when they are in the supermarket buying products.

Another challenge is how to do align the ide with business interests (monetizing the app): Premium users have a profile in the app, so we could offer them a diet and a period monitoring by NWI experts

Millions of ideas come into my mind!

Ideas, ideas…will they work? It’s time to research!

Design process & UX methods used

Understand we bet for Lean UX methodology, trying to achieve the best results with the minimum amount of resources. In this process you won’t see beautiful and artistic sketches, but useful.

Fail soon, fail cheap!

1. Market research

My first task was a Lean Survey Canvas, a tool to generate surveys faster, selecting the right questions and then launch a survey to get quantitative data and know if this app will be used and useful or not.

Left: Lean Survey Canvas / Right: References document

At the same time I did three interviews trying to get qualitative data to validate the idea and a market research filling a document with references of what market leaders do, things I like and dislike.


  • 72,8% of the surveyed don’t know what pregnant and mothers who breastfeed their children can eat.
  • 73,4% of them will use this kind of app.
  • The favorite supermarket is Mercadona.
  • It would be useful a feature to enable/disable flash for camera.
  • Share the profile of the mother to their friends or husband…
  • An interesting option for the diet is to get example recipes.
  • We need a detailed ’s profile: allergens or others eating disorders.

2. Defining the business problem

We have two tools and usually we choose between UX Strategy Blueprint or a Lean UX Canvas, but this time, I made both.

They allow me to define the business problem I am facing, generate ideas, create hypotesis and give solutions to them. Crazy ideas are fine, but this is business and we need to validate them and know if they are viable.

Left: UX Strategy Blueprint / Right: Lean UX Canvas

New insights:

  • Users would like and are familiar to bar code scanners.
  • Huge database of products would needed.
  • We need a technology for food image recognition: Visual API by Google.
  • They would like to solve doubts in real time: Live chat or video chat with NWI experts.
  • The app must be easy to understand and to find what they are looking for.

3. Fresh ideas are welcome!

It’s time to iterate and diverge again! But we can’t only focus on our product but in the whole user experience, business and the NWI community. We want to enhance them and be a market referent.

What about a brainstorming? Hmm…brainstorming in group could be a waste of time, so I decided to do a mindmap.

Mindmap. Crazy ideas are welcome!

New insights:

  • NWI could organize events: speeches, wokrshops… and publish in a blog with some interviews to influencers or their own experts.
  • Loyalty prizes like: discounts in supermarkets, a free month of membership…
  • Connect moms with kids of the same age.
  • Be a trusted brand and achieve that experts recommend our app in hospitals, clinics…
  • If users need a medicine urgently, we offer the possibility of purchase it by Glovo or similar.

4. Know our users, know our needs

Who are our target? What do they see? What do they say? What do they need? What are their interests? Why would they want to use the app?… We must to know the user, put ourserlves in their place, think and feel like they do.

We have different tools what allow us to generate solutions and new functionalities what avoid the pain points we have detected. We have created some possible users and we try to analyze in this context their behaviour, feelings…

This is about detect fears and threats of our users and convert them into opportunities and strengths (features) of our product.

Left: User personas / Center: Empathy map / Right: Proto-journey or customer journey

This user journey is like a protojourney, a quick (Lean UX) version of a customer journey! It saves time… lovely! 🙂

New insights:

  • We need a text search for those people that have a very bad camera or can’t use it.
  • Findability missing: Easy to use, easy to find.
  • Save time finding the info.
  • Show the ingredients.
  • A Youtube channel could help to enhance the NWI community.
  • Users can recommend, vote or add to favorites the example recipes.

5. Choosing the main features

At this point we have a lot data and we want to define the scope of the project choosing what of those functionalities are more interesting for users and business to implement in the first stage. It could be done with a Functionality Matrix or in a subjective way discussing in a group what features are core or not.

I’ve been collecting all these insights into an affinity diagram, and then I classified by groups:

Affinity diagram

Only having a look you can see patterns of what are the most important things and what we need to implement now and what later.

The most important things for our users are:

  • Product scanner: bar code scanner, take a picture of the product, search product by text, set flash on/off.
  • Dieting with experts monitoring.
  • Recipe examples for diets.
  • Add medicines to database.
  • Eating disorders: diabetes, celiac, allergies…

6. Concept testing

By this time I knew the name of the app: PregnancEAT! What do you think? Do you like it? 🙂

Now we need ideas of how those main features selected could look like in our app, so a crazy 8s exercise is very useful. After some of them, I started to sketch a prototype to test it after.

Left: Crazy 8s / Right: A first version of hand concept sketches

New insights:

  • Rewrite the copywriting or texts because they’re not understandable.
  • Home or “always shown menu”. Both are not compatible.
  • Patterns used in the product information interface get users confused.
  • Reduce number of options and call to actions (CTA).

After test the first version and some sketch iterations I made this hand concept prototype what you can test:

PregnancEAT app prototype

Next steps

At this point we know our user, our main features and we have validate them. Our next challenge: Visual design (UI)!

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