Some themes emerged early on in our discussion with MOBE stakeholders about the current product challenges. There were opportunities to encourage more member participation and provide alternative experiences like self-directed learning and goal tracking. MOBE could do more with its platform data to understand why some customers weren’t engaging with the app and to personalize experiences for different audiences.

We kept these business goals in mind as we reviewed competitor apps, focusing both on visual experiences and the tactics they used to engage with customers. From there, we began designing visual concepts: starting first with low-fidelity wireframes, and then, as we validated the customer journey with MOBE guides, building to a high-fidelity prototype.

But would customers want a self-directed digital experience and would they understand how to use it effectively? To answer that, we presented our prototype to user testing participants and watched them work through a series of key tasks and scenarios. Then, we synthesized our test findings and recommendations into a mobile app blueprint document for MOBE stakeholders.