Weak pelvic floor affects 1 in 3 women, and around 80% of women who are either expecting a child, or who have recently become mums.
The 6 weeks Elvie Accelerator
In 2014, I was a part of a small accelerator team at ustwo London.
Together with a UX Designer, an Agile Coach and an Engineer we spent these weeks exploring assumptions, talking to the user segment, doing field trips and prototyping. My responsibility was to explore the tone of voice and look & feel of the Elvie brand.
Creating the Elvie digital brand for mobile
My task during the accelrator was to investigate the brand experience of Elvie.
Tone of voice: Pelvic floor muscles exercises can be a private topic for women. The effects of a weak pelvic floor after giving birth might be tedious or scary to think of. How can the brand talk about these questions in an approachable and suitable way that appeals to the target group? Here we tested different tone of voice with the target group to see which message received the best response.
Look & feel: I wanted to create a foundation for the look & feel of the app and brand that Elvie could then continue to build upon. To do this I used a user centric approach, where the user is in the center of the brand experience.
Prototyping
The team created several, usually quite quick and simple prototypes throughout the accelerator. On of the assumptions that arose was that pelvic floor exercises can be quite tedious, so what happens if an element of gaming is added?
We tested different version, with a UI that reminded of an actual game, and one that looked more like a traditional exercise app where you collect points and receive feedback on your progress.
YEAR
2015
YEAR
2015
PROCESS
6 week accelerator for the Elvie app at ustwo London. In phase 1 the team did user research and interviews, where we investigated the actual need of the women who are prospective users of this app, which we identified as primarily new mums and mums-to-be.
The team investigated what kind of functionality these women were looking for, aiming to make the process of using Elvie as smooth as possbile. We also tested what kind of tone of voice would resonate with them, how would they like a brand like Elvie to talk to them about wellness and personal health.
In phase 2 of the accelerator my delivery was an initial branding of the the app that reflected the findings that we did in phase one. My aim was to create a foundation and direction that Elvie could then iterate on, with look & feel, colours and UI elements.
PROCESS
6 week accelerator for the Elvie app at ustwo London. In phase 1 the team did user research and interviews, where we investigated the actual need of the women who are prospective users of this app, which we identified as primarily new mums and mums-to-be.
The team investigated what kind of functionality these women were looking for, aiming to make the process of using Elvie as smooth as possbile. We also tested what kind of tone of voice would resonate with them, how would they like a brand like Elvie to talk to them about wellness and personal health.
In phase 2 of the accelerator my delivery was an initial branding of the the app that reflected the findings that we did in phase one. My aim was to create a foundation and direction that Elvie could then iterate on, with look & feel, colours and UI elements.
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