Improved a feature on the Wim Hof app by focusing on the human side of habit formation.

The process of starting a new habit can take time and requires personal investment and determination. The adoption of a new app to encourage this habit takes time. There’s an opportunity to make a simplified UX/UI that focuses on WHY a user is starting this habit. And HOW it adds value to their life.

Over five weeks, we went through the entire design process and focused on making it easier for new users to customize, complete, and track their cold shower challenge.

Improved a feature on the Wim Hof app by focusing on the human side of habit formation.

The process of starting a new habit can take time and requires personal investment and determination. This means adoption of a new app to encourage this habit is not instant. There’s an opportunity to make a simplified UX/UI that focuses on WHY a user is starting this habit. And HOW it adds value to their life.

Role

User Research

Product Strategy

UI Design

Interaction Design

Usability Testing

Tools

Figjam

Figma

Notion

Maze

Timeline

5 weeks

The Problem

The Wim Hof app is overwhelming for new users, with too many options to start their cold water habit.

The Wim Hof app is overwhelming for new users, with too many options to start their cold water habit.

The Solution

Create a simple experience that allows a user to quickly log progress, receiving positive feedback and encouragement, thus improving user adoption of the app and a higher chance of premium conversion. We can do this by bringing “Wim's Wisdom” into the app as often as possible.

Create a simple experience that allows a user to quickly log progress, receiving positive feedback and encouragement, thus improving user adoption of the app and a higher chance of premium conversion. We can do this by bringing “Wim's Wisdom” into the app as often as possible.

Usability Review

To help us better understand the product, we conducted a usability review to identify pain points and wow moments in the existing experience.

Competitor Benchmarking

We reviewed a direct competitor to discover the holes in their product and find ways to capitalize on the misses, giving our client's app the best chance at success.

Observing features and user flows in a few indirect competitors gave us inspiration for ways to adapt the current experience to benefit our client’s products and meet their business goals.

Business & User frustrations

Primary Frustration

When a user opens the Wim Hof app, they are overwhelmed by the number of options presented. To further complicate the experience, the options are presented at the same level of visual importance, which further hinders their ability to start this new healthy habit.

When a user opens the Wim Hof app, they are overwhelmed by the number of options presented. To further complicate the experience, the options are presented at the same level of visual importance, which further hinders their ability to start this new healthy habit.

Secondary Frustration

When the cold shower challenge is initiated, the user is forced to predict how long they will be in the warm shower before the timer goes off for the cold shower. This experience leaves the user frustrated and results in stress and anxiety, the opposite goal of the Wim Hof method, which is calm and peace.

When the cold shower challenge is initiated, the user is forced to predict how long they will be in the warm shower before the timer goes off for the cold shower. This experience leaves the user frustrated and results in stress and anxiety, the opposite goal of the Wim Hof method, which is calm and peace.

Problem Space

The process of starting a new habit can take time and requires personal investment and determination. This means adoption of a new app to encourage this habit is not instant. There’s an opportunity to make a simple experience that allows a user to quickly log progress and receive positive feedback, thus improving user adoption of the app and a higher chance of premium conversion.

Ideation

To arrive at solutions that benefit our users and move us past initial observations, we conducted various ideation exercises: mind-mapping, crazy-8s, and priority mapping. From that, we formed a list of improvements and feature additions, determining each idea's impact on users and business goals.

How might we simplify the experience to encourage consistent engagement in the cold shower challenge.

What can we add

Add quotes/encouragement from Wim throughout, reinforcing why a user is starting this new habit.

Ask a simple feedback question after the user has finished the task. Adding another way to initiate personal investment into the product.


Give the user the option for a 14 day free trial after the first session.

Simplify the path to the cold shower challenge. This happens on day two.

Break down the 20-day challenge into a manageable goal by focusing on fulfilling
five days at a time.

Gather information about their goals to initiate the internal triggers associated with creating a new habit.

Add quotes/encouragement from Wim throughout, reinforcing why a user is starting this new habit.

Ask a simple feedback question after the user has finished the task. Adding another way to initiate personal investment into the product.


Give the user the option for a 14 day free trial after the first session.

Simplify the path to the cold shower challenge. This happens on day two.

Break down the 20-day challenge into a manageable goal by focusing on fulfilling
five days at a time.

Gather information about their goals to initiate the internal triggers associated with creating a new habit.

What can we improve

Update the app's hierarchy by giving the main challenge cards prominence and minimizing secondary offers.


Walk the user through the first cold shower challenge.


Deemphasize the timer.
Put the user in control of the experience by allowing them to decide when to switch the water to cold.


Create a simple Onboarding flow giving the user a high level view of the Wim Hof Method.


Bring attention to the 3 Pillars of his method working together for optimal results.

Update the app's hierarchy by giving the main challenge cards prominence and minimizing secondary offers.


Walk the user through the first cold shower challenge.


Deemphasize the timer.
Put the user in control of the experience by allowing them to decide when to switch the water to cold.


Create a simple Onboarding flow giving the user a high level view of the Wim Hof Method.


Bring attention to the 3 Pillars of his method working together for optimal results.

Rapid Prototyping

Before jumping into high-fidelity designs, we sketched out the improved experience. Next, I created a rough prototype and tested it with a few users. I made a few adjustments to improve the final user experience.

Styles & Components

Defined the product styles and interactive components in Figma to expedite the design process and to help with design consistently.

Defined the product styles and interactive components in Figma to expedite the design process and to help with design consistently.

High Fidelity Prototype

The final version of the prototype reflects the goals determined through the design thinking process: improved hierarchy, bringing Wim into the experience to focus on the value the habit adds to a user's life and an emphasis on putting the user in control of the experience. I included interactions and transitions from Figma to match the product flow.

Usability Testing

With the prototype created, we formed a testing script with scenarios and tasks for the user to complete. We did this to validate the prototype with real users. We used Maze to facilitate the test and gather feedback following every task.

Test outcomes

Having tested the prototype, I learned users quickly understood how to start and finish the challenge and why they were doing it, which should improve user adoption and help users stick with this new habit.

Three key learnings

1. Addressing the hierarchy of the app removed the overwhelm felt by the user.

2. Giving the user the right information at the right time removed confusion and helped the user quickly complete the challenge.

3. Further refining the home screen will help the main challenge cards stand out even more to new users.

Next steps

Incorporate Push Notification Strategy to create associations with internal triggers and help users create lasting habits.