COMPANY

YuLife

MY ROLE

Product Owner
UX Designer

SUMMARY

I created a dashboard for HR professionals to track and encourage app usage, rewarding them with currency to invest back to employees.

PROBLEM STATEMENT

Employers have no way track and encourage employee app usage to improve their physical and mental well-being. And as a business, we can't give discounts on insurance premiums as a cash sum. So, we need a solution to giving the company back a percentage of their premium.

PROJECT GOALS

1.
Close the feedback loop in the current ecosystem, and establish a user testing process.

2.
Create a gamified dashboard experience

3.
Increase client engagement and ownership over employee app usage

4.
Reward the highest performing customers with a rebate

LIFECYCLE ROADMAP

APPROACH

To better understand the needs of actual customers, I worked with account management and customer support to implement formal user interviews and testing. Through these discussions, the team learned that customers were interested in adding their own goals and targets to the product, as well as actionable ways to influence certain metrics.

RESEARCH METHODS

Customer Interviews

Information Architecture

User Journeys

Market Research Analysis

We learnt that HR leaders believe their data is insufficient or poor in quality, meaning they don't fully understand the impact the wellbeing product has on their employees. By immediately allowing access to key data points which demonstrate the impact of YuLife on their employees and business - We give them power and control.

In order of importance, users stated they wanted to see:

• Engagement and wellbeing activity
• Social impact
  
• Health impact
• Demographic profile and geography
• Benefit usage
• Reward redemption
  

With this, we decided to sketch out initial user journeys that tie in user needs and business needs.

DESIGN

Based on customer feedback, we learned we were no longer building a simple dashboard. The HR personas for whom we were building this product were almost unanimously super-users of our existing app. They were motivated by the existing gameplay loop of walk/meditate - get rewarded with YuCoin - spend YuCoin on personal benefits.

Based on customer feedback, we learned we were no longer building a simple dashboard. The HR personas for whom we were building this product were almost unanimously super-users of our existing app. They were motivated by the existing gameplay loop of walk/meditate - get rewarded with YuCoin - spend YuCoin on personal benefits. 

We rapidly processed the feedback and ended up building an entirely new section of the app to house new challenges, new rewards and new ways to incorporate an ongoing narrative to the game.

I mention this side project because, with it's rapid growth I saw an opportunity to expand the scope of my HR dashboard as well. By introducing a new level of gameplay for end-users, I realized we also created a new channel for HR professionals to interact and drive engagement internally. We quickly set about creating a new channel for HR professionals to interact and drive engagement internally. We quickly set about creating a way for HR to set their own custom dynamic challenges, controlled entirely by them and applied only to their employees.

After user testing and collecting feedback on the expanded HR dashboard game, we were confident in the iteration of our wires and moved on to design and development.

HR open their dashboard, view their latest statistics and enable challenges for their employees

Employees open their app and participate in challenges such as meditation, walking and cycling

Employees earn YuCoin for challenges and passive activities

Employees purchase products in-app, using their YuCoin

DELIVERY

With just one designer covering four squads - rockstar that he was - the build time would be slower than planned. Our account management and sales teams were being increasingly chased, and I wanted to create an interim way to relieve pressure on my coworkers and keep our customers happy.

I designed a one-pager template and helped the customer team create bespoke updates for a dozen clients, getting them excited about the game, and showing their progress and rewards ahead of launch. The response was positive, so we sent it out monthly whilst we cracked on with the UI and development.

YuStore concept

LEARNINGS

In the end, I designed a full game complete with a narrative, annual seasons, a ranking/leveling-up system, reward points, core goals, bespoke HR-set competitions, monthly challenges, as well as a new membership management portal and resource center.

I loved getting to work on a greenfield product; applying my existing UX and user testing knowledge while learning how to run a team of developers, prioritize work, and the importance of being in tune with other Squads’ roadmaps for mutual opportunities. As a former freelancer, it was my first opportunity to handle making decisions instead of suggestions, and I’m proud of the work I was able to do to align multiple departments and stakeholders.

Getting to build a new product that our users loved and used daily, as well as turning a scrappy side project into the most successful engagement driver the app had ever released was an incredibly rewarding experience.