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PYNK - A Supportive Community

for women during life transitions to alleviate physical and mental sub-health

EMPOWERING / COLLECTIVE / WELL-BEING

Duration
10 Weeks (2023)
Role
Design Researcher, UX/UI Designer, Product Strategist, Visual Designer
Type
Design Innovation Development, Marketing Strategies, UX/UI Design (Team Project)
THE CHALLENGE

In today's world, women face the challenge of balancing professional responsibilities, personal life, and societal expectations, leading to significant stress, anxiety, guilt, and low motivation. These issues, rooted in the pressure of managing multiple roles, highlight the urgent need for an integrated solution that comprehensively addresses the intricate aspects of women's well-being, providing support that is both nuanced and holistic.

THE OUTCOME

We have tailored PYNK's brand vision, offerings, and community support to address the diverse requirements of our users. Our platform offers an integrated insight into women’s well-being, setting them up for a life of balance and success. The application focuses on simple and natural methods that include setting a rhythm to their well-being through simple steps, planning and tracking their well-being and sustained habits, guiding them to practice relaxation, self-care, and nourishment, offering a safe space for conversation and community, and an array of curated products for them and their community.

BACKGROUND

PYNK! Poster

APP

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Test 2 Process_ Premium Content Value Viability.png
Test 3 Process_ Holistic, Community, Natural Solutions Desirability.png
PROJECT LINE
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part 1: Discovering PYNK

1.1 The Climate of Bio-hacking:

We conducted a PESTEL analysis to deeply understand the general environment of bio-hacking.

 

Our brand mainly focuses on Traditional Biohacking.

The Climate of Bio-hacking
The Climate of Bio-hacking

1.2 Define the Stakeholder Map & Prioritization Matrix:

Stakeholder Map & Prioritization Matrix

1.3 Primary Research (With the Survey, In-depth Interview & Sensory Cue):

Primary Research (With the Survey, In-depth Interview & Sensory Cue)

1.4 User Archetype (With the Definition, Characteristics, Empathy Map & Circle of Identity Attributes):

Our initial user archetype are Aspiring Achiever & Mindful Mother-to-be, both of them are in the transition phase of their lives, which brings them a great deal of negative emotions such as anxiety and high pressure, which leads to a great deal of mental and physical sub-health problems. 

 

They are desperately seeking a group of partners who can comfort them with a common fight against this series of health problems.

Archetype 1: Aspiring Achiever
Archetype 2: Mindful Mother-to-be

1.5 Empathy Journey:

We storyboarded a typical day for two types of users, Aspiring Achiever and Mindful Mother-to-Be, to empathize with the emotional turmoil of what they were experiencing.

Aspiring Achiever

Empathy Journey

Mindful Mother-to-Be

Empathy Journey

1.6 Research Findings:

We summarized and synthesized the raw research data and finalized it into six broad categories: Community, Emotional Wellness, Physical Fitness, Positive Habits, Application Attitudes, and Bio-Hacking.

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Feeling and Empathying
part 2: Making PYNK real

2.1 Value Proposition:

Through research and discovery, three segments of Customer Segments in Value Proposition were defined as Gains, Pains, Jobs to be done.

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2.2 How Might We Questions:

How might we address our customer pains and jobs to be done?

We aggregated six users' overarching goals for health and well-being through biohacking, and then dug deeper into the layers to find the HMWs that would guide the direction of the services provided by our brand.

How Might We Questions

2.3 Value Pillars:

We combine three key values of the brand derived by HMW.

Value Pillars
part 3: helping pynk stand out

3.1 Competitive Analysis:

In the Competitor Discovery phase, we successfully identified the types of variables in the two quadrants of the 2*2 Map by digging deep into the Competitor Niche. In the "Bio-Intense" and "we" quadrants, which are the most compatible with our brand values, we carefully selected the five most representative competitor brands.

We then analyzed these four brands in depth by using Porter's Five Forces Model, Segment Matrix and Business Model Canvas. In conjunction with our brand PYNK's preset evaluation criteria, we created ten evaluation dimensions: Integration of Bio-Hacking, Auxiliary Compatible, Community Engagement, Personalization Degree, Educational Content, Professional Expertise, Privacy Guarantee, Pricing and Accessibility, User Satisfaction and Holistic Approach, which will be used to build the Blue Ocean Strategy Canvas to compare the values and weaknesses of each brand.

(Due to space constraints, we have provided the Competitor Discovery section as a separate attachment, so if you are interested, please click here for more details)

3.2 ERRC Methodology:

After self-positioning our brand PYNK, we compared it to four competitor brands on the Blue Ocean Strategy Canvas. Using the ERRC methodology (Eliminate-Reduce-Raise-Create), we successfully searched for a new value proposition for our brand PYNK: to develop the value of the new Habit Building while minimizing Educational Content, which can be boring for users, and to strive to meet or exceed the competitors' values on the remaining eight evaluation dimensions to meet or exceed the mid- to upper-range of our competitors to enhance the marketability of our brand PYNK.

ERRC Methodology
part 4: build pynk

4.1 Market Environment Analysis:

We drafted an initial version of the Business Model Canvas, and then developed this version from multiple perspectives through Market Environment Analysis.

Market Environment Analysis

4.2 SWOT Analysis

Through Market Environment Analysis, we have a new position of Strength, Weakness, Opportunity, Threat of our brand.

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4.3 Developed Business Model Canvas

Developed Business Model Canvas

4.4 1st Iteration of  Brand Value

1st Iteration of  Brand Value

4.5 Service Concept Section

Service Concept Section
Ideas into Action
part 5: TESTING & VALIDATION

Rules of Validation:

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Types of Hypotheses:

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Test 1: Content Creation and Curation Feasibility (Intro & Process & Report & Result)