Genium
A digital experience created for a new start-up company in the health and nutrition sector. A DNA test result would define a personalised nutritional diet program and health regime. Designed to improve the longterm health of an individual.
Role: Visual, UX and interaction design | Agency: Methodical
Challenge
Genium are a startup company in the the health, fitness and nutrition sector. Their intention is to scientifically monitor an individuals health and supply a bespoke nutritional diet and fitness schedule.
The program would consist of various health snacks, tailored to a user’s biological makeup, defined by completing a DNA test on sign-up. Working as Creative Director at Methodical I produced a direction for website and app experiences, adjacent to the core brand being developed by Pearlfisher.
From how a user registered test results to how they would monitor their health progress, Genium needed a way to apply their digital services as a vehicle to bridge these connections. We devised a concept that would encourage better habits as a way to gain success in achieving health and fitness goals.
Approach
To achieve your health targets it was imperative to train the user into applying better habits towards health and exercise. We adopted a system which allowed the user to quickly identify strengths and pain points by adding a swipe left, swipe right card functionality on the app.
We also identified the need to be motivating. The best way to do this was to ‘gamify’ the experience with friends and family. Comparing data and being able to track you and your communities progress, enabled the user to discuss, share and compete against each others targets and metric outcomes.
The digital experience would combine the regular interaction on mobile, through to metric and eCommerce views available on desktop.
We would work closely with Pearlfisher to develop their brand narrative into the digital landscape. We developed a digital toolkit that was sympathetic to the core brand enhancing the experience across all touchpoints.
The whole user journey in addition to interactive mockups allowed the client to see our vision.
I illustrated a bespoke suite of activity and dietary icons which were required for the app.
Result
By engineering a 360° digital design approach, we were able to create a product that would be scaleable to the clients requirement’s. This interconnected experience would resonate with it’s audience, helping it stand out from other competitors in the market.
The product has since gained investment funding and the first release will go into production in 2022.
An onboarding process allowed users to set up their profiles and give accurate DNA tests using a pre-supplied kit.
