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DietPro is a weight management consultancy service run by Dr. Anju Sood. She helps clients lose weight by recommending a personalized well rounded diet to them. After a few years in business, she noticed that a significant portion of her clients were re-enrolling after losing weight a few months prior.
I worked with her as a UX Designer to build an app, website and social media handles. The goal was to make the weight loss sustainable for her clients by educating them about how their bodies worked and motivating them through visual cues.
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Gained insights into a users’ weight loss journey and reasons for re-enrolling
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Defined DietPro’s problem statement and value proposition
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Brainstormed solutions and ideated a storyboard
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Designed wireframes, style tile, app, website and social media handles
Impact of this project on the business
I conducted interviews with 5 target users - urban affluent women who wish to lose weight and are between 35-55 years old - went about their weight loss journey with the following goals:
Overall, users were convinced that the program worked. DietPro’s scientific approach and proven results spoke for themselves. However, a significant number of users were re-enrolling as they could not keep the weight off after a few months. This was mainly because of a lack of knowledge on how to structure their diets.
"I like how Dr. Sood takes the time to understand my lifestyle, ailments and eating habits before recommending a diet to me. I wish I could replicate it myself!"
"Although I know that the diet works because I lost weight the first time [I enrolled in the program], I don’t understand why certain foods worked better at certain times."
"I tried for a while on my own but wasn’t seeing the same results."
Learning about a user’s journey and pain points helped me narrow down the problem statement:
How might we better educate client’s about their bodies and dietary patterns so that they can keep the weight off once they lose it?
This in turn helped highlight DietPro’s value proposition for users:
It is a service to helps people lose weight by recommending personalized well-balanced diets to them.
It is better than other such services as it educates clients about their bodies and what diets work best for them at certain times. This helps them make conscious dietary decisions that make the weight loss permanent and sustainable.
I brainstormed a range of ideas to solve the main issues users faced on their weight loss journey. Relevant ideas were prioritized based on their originality and ease of implementation. I used these ideas to draft a Storyboard that highlighted DietPro’s ideal user interaction.
Maya’s nephew’s wedding is at the end of the year. Her New Year resolution is to lose weight so that she can fit into her wedding saree once again.
She learns about DietPro through a friend in her neighborhood. Her friend lost nearly 20 kgs after enrolling in the program.
Maya visits the DietPro handle on Instagram to find out more. She finds a link to the main website and clicks on it.
She finds the online marketing material convincing. She thus decides to sign up for the program.
She books her first appointment with an expert dietician. After her online meeting, she gets a personalized diet on the DietPro app every week.
She begins to see results within weeks! She is able to track her weight loss journey on the app. Experts are available to consult her as necessary.
I used the ideas highlighted in the previous phase to draft an initial wireframe. This gave me an opportunity to iterate my initial ideas.
I created a style tile that best represented the DietPro brand. These elements helped me create a uniform look and feel for the app, website and social media handles.
This is the link to the DietPro website - www.dietpro.co.in. I used SEO strategies to improve the rank of this website. It is now the #1 search result when users look for “DietPro”, “weight loss Anju Sood” or any related terms.
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The DietPro app is available on iOS and Android. Some key features of my prototype are highlighted here:
A personalized diet for each day with an explanation of how and why it works
A weight tracker that serves as a visual marker of progress
A calendar that helps clients’ schedule one-on-one sessions with experts
DietPro’s social media handles provide users with relevant and engaging information on healthy foods and diet tips.
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The business nearly tripled in size after the website, app and social media handles were launched. A significant number of international clients enrolled as DietPro was no longer limited by geography. The re-enrollment rate dropped by a whopping 80%. Most importantly, clients reported a growth in their understanding of how these diets work.