Nemaura, a UK Pharmatech company, developed a new metabolic health programme called Miboko that combines a revolutionary non-invasive wearable sensor and App for tracking your metabolic health.
Their first instalment of their App had received mixed reviews in testing, and they needed help with the brand identity and product design before the next phase of development.
"The sensor data is your body telling you exactly what's wrong"
It's not just what, it's why
The advantage of Miboko over other programmes is that it takes the guesswork out of health and diet routines – the sensor readings provide real-time data to the App that tailors the programme specifically to what your body needs.
The other really critical factor of the Miboko program is that it's not just about what you eat - most health programmes only focus on diet without really understanding the underlying causes. Why do people eat the way they do? Why don't they exercise more? What's stopping them?
Miboko addresses this by devoting much of the programme to helping people with lifestyle and mental health challenges - the combined sensor data and User insights helps the system to create a unique and highly personalised programme for improvement, as well as providing the perfect platform for developing the identity design.
Pain points
We discussed the programme with the Nemaura team, getting more insight into the work they had already done, what challenges they faced, and why they were looking to revise the brand and redo the App UX.
We also sifted through pages of notes and videos of product testing and focus group reactions, coming away with a much clearer picture of where the UX pain points were.
Their first attempt at the App design hadn't gone very well – it was unintuitive, demanded constant User input, and they felt it was just ugly.
There also wasn't really a brand to speak of, just an attempt at a logo design that they also didn't like, and didn't inspire or invoke much of a reaction with audiences.
For everyday people
For the most part, health and wellbeing brands tend to be either a bit elitist (for the fitness fanatic), or for the chronically ill - with very little in between.
For Miboko, we thought about a brand that could fill that gap, and our guiding principle became 'make it for everyday people'.
Together we revised the brand strategy and tone of voice, making it more emotive, engaging, and aspirational, and that made messaging and communications much more down-to-earth and far less 'corporate pharma'.
Designing for empathy
The design system is versatile and efficacious. The logo is unique compared to competitors in the same space; the colours bold and vivid, the typography well balanced and friendly, and imagery genuine and human.
To create a focal point in communications, we also designed a monogram that acts as a graphical device – implicitly conveying the idea of attachment and familiarity between Miboko and its customers.
Most of all it's authentic and empathetic (without being patronising) because it's informed by the stories and experiences of real people across the social spectrum.
Seamless fit
For the App re-design we started from scratch for the front-end, and drafted in a new development team to help revise some of the back-end.
Drawing on the testing insights, the UX philosophy was about making the product invisible - fitting seamlessly into people's lives, and making it much more user-friendly.
We made the User journey easy to navigate by doing all the heavy data capture during on-boarding, and automating the sensor processing and output in the background.
The UI is simple, instinctive, and rational through a unified and intelligent reporting and input interface, driven by sensor data prompts, so you only need to react when it's necessary.
And gamification encourages Users to stick to their program, whilst an experience platform enables them to share insights, tips and trick, and pathways to success.
Sustained engagement
The results speak for themselves.
"Currently under clinical trials with the NHS in the UK, initial patient data show weight loss and health improvements in 100% of program participants.
Feedback from participants also shows that use of the wearable sensor led to greater engagement, and the element of gamification lead to sustained use."
Participants expressed their willingness to continue with the program, reporting that they do not see Miboko as a traditional diet plan, which Nemaura expects will help avoid diet fatigue and drop-off rates widely associated with many of the current weight loss programs."
