HabitAware

This project main focus was establishing a new content strategy. This is how I did it:

Key pain points in HabitAware’s Current Approach

HabitAware’s digital presentation and product structure create confusion and negatively impact the brand’s credibility. The key issues include:

• Lack of Cohesion: The product offerings feel disjointed and don’t align.

• Bracelet-Only Focus: The current organization suggests that the bracelet alone can resolve BFRBs, which is misleading.

• Redundant Masterclasses: The two existing masterclasses overlap in content, which dilutes their value.

• Apple Watch App Limitations: The app is only available for three one-hour periods each day, limiting its accessibility.

• Lack of Therapy Integration: There is no mention of connecting users with therapists, which would support a more holistic approach.

• Unclear Peer Coaching Value: Peer coaching sessions are priced at $240 for 90 minutes, but the qualifications of the coaches are unclear.

These factors contribute to a weak and fragmented user experience that impacts sales and undermines HabitAware’s authority in BFRB therapy.

Strategy Statement: aiming to improve Cohesion and Credibility

The goal is to create a more cohesive, authentic user experience that empowers users with severe BFRBs (and parents of children with BFRBs) to feel in control of their habits and lead healthier, happier lives. This goal will be accomplished by:

• Improving Education: Helping users better understand how to effectively use the product.

• Restructuring Product Offerings: Ensuring the products are logically organized and clearly communicated.

Guiding Principles

The strategy is grounded in the following principles:

• Authenticity: The product is developed by someone who personally experienced BFRBs, so the brand language and tone must reflect a genuine desire to help.

• Therapy Integration: The bracelet is designed to be used alongside therapy, offering users a comprehensive approach to managing BFRBs.

• Clear Communication: Language across the website must be supportive, clear, and aligned with the brand’s mission.

• Cohesive Bundles: Product bundles should make sense both functionally and thematically, reinforcing the brand’s authenticity.

Key Recommendations

1. Reorganize Product Bundles:

• Primary Offering: Sell the Keen2 bracelet alongside the masterclass as the core product bundle. This gives users a clear, structured approach.

• Combine Masterclasses: Repackage the two masterclasses into one cohesive offering to eliminate redundancy and simplify the user experience.

2. Highlight the Apple Watch App: Emphasize the Apple Watch app as a key feature of the product. Its current availability limitations should be addressed or better communicated to set user expectations.

3. Clarify Product Offerings: Use new, clearer language across the website to reduce confusion and enhance the authenticity and the legitimacy of the brand.

4. Integrate Therapy Support: Facilitate connections with cognitive-behavioral therapists, ensuring users have access to professional guidance alongside the product.

My Role in the Project

My primary focus was on identifying the pain points in HabitAware’s website and product strategy, and proposing a new approach improving overall cohesion and legitimacy. The strategic work was mine.

I also provided key insights and solutions, such as:

• Masterclass Integration: I suggested simplifying the two masterclasses into one combined offering that pairs with the bracelet. I also prototyped the page where the masterclass could be sold individually.

• User-Centered Strategy: While my work did not focus on UI design or visual identity, I focused on the underlying user experience and how to present the products more cohesively.

Ultimately, my goal was to improve the overall user experience, increase sales, and solidify HabitAware’s position as a leader in BFRB therapy. By addressing the identified issues and implementing the proposed strategy, HabitAware can enhance its brand credibility and deliver a more effective product to its users.

Information Synthesis and Notes on Strategy

High fidelity prototype made by yours truly regrouping the two masterclasses into one in order to improve cohesion.