2023
ZOE app
App design
Sole product designer
The problem we were seeing in the results team is that after customers received their first results they had high engagement and then after 4wks the engagement dropped, and from speaking to customers we found a theme of customers saying "I don't know if following the advice is working, because I have no objective measures of ZOE on my gut health.
How might we Improve membersʼ understanding of their gut health progress through a simple gut health retest, and informative results experience.
I worked with data science to create a retest results experience that would inspire customers to try and reach their goal, and feel encouraged to engage with the ZOE programme.
I firstly carried out a PDF pilot with 1000 users to test this new feature, the outcomes from this pilot then shaped the way the in app results were formed, taking learnings about what customers valued the most and needed to feel encouraged.
I worked closely with nutritional scientist’s to understand what we can tell customers from a legal perspective and what would be useful.
After the initial pilot test I started testing prototypes with customers through un-moderated methods, so that I could gather quantitive data.
Quantitive data was important at this point as I wanted to understand what was the most important information to customers, so that this could inform the hierarchy of the designs. I also sent out an survey and spoke to 10 customers on customer interviews to gather qualitative data.
I collaborated closely with data science and gut health experts to decipher what valuable insights we could convey to our customers.
Working alongside the Product team, we deliberated on what information we should and could disclose, ensuring transparency.
Within my squad, I liaised most closely with the engineering team to ensure that we could present this information in a manner that resonated with our customers, all while meeting the tight deadlines we were operating within.
Designing the gut health retest results involved navigating various UI decisions:
- Balancing the display of customer improvements while maintaining a cohesive visual integration with other data visualisations within the app.
- Crafting designs that accommodate the possibility of customers undergoing multiple retests across different categories, ensuring future-proof usability.
- Accurately presenting the scientific aspects behind the scoring methodology to enhance customer understanding.
- Simplifying the process for engineering by ensuring compatibility with Victory charts, to ensure we meet our deadlines and save time.
We released new scientific findings alongside a compelling and simple to consume retesting experience.
- New 50 good & bad bacteria
- Updated overall score with new science
- A dashboard approach to viewing results
- New gut boosters & suppressors component
- Reassurance experience for customers who score decreased
- Detailed bacteria list with names, quantity & change over time
75% increase in belief in ZOE
20% uplift in engagement post-results
Zero additional customer support burden
85% clear understanding of how their gut health has changed
70% of users get a clear understanding of how their gut microbiome has changed (microbiome progress) since starting ZOE
85% of users get results within 30 days of returning their sample
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