This case study walks through the entire solution design. It includes deliverables:
User Onboarding Strategy
Email Engagement Strategy
Social Media Strategy
SEO Strategy
Summary of pain point
Ideal Outcomes
Solution Ideation Process
UX & UI of Solution
Entire Figma Design File
Introduction
We all know hydration is vital to our health. It is the essential ingredient to our brains working, our hearts pumping, and our guts processing. Drinking water prevents the early onset of aging, diseases, and death. Without it, our bodies can only survive for three days.
So why do we still struggle to keep our bodies hydrated today?
Problem
In modern times, new beverages offer alternative ways of hydration. Such drinks include soda, juice, and various sports supplements. These beverages often contain addictive ingredients like sugar, corn syrup, and preservatives. Because of their addictive properties, these alternatives to water become more palatable, making sugary drinks the preferred option.
As a result, 75% of all Americans do not drink enough water. With the additional onsets of immobility and physical impairments, 30% of the elderly population has an increased risk of severe dehydration
To encourage people to drink more water, we can focus on fostering these user behaviors:
In design thinking, the priorities of a solution must relieve the user of their most important problems. Combining it with a user's journey map, we can review the proposed solution throughout the entire user experience.
With the priorities mapped out, we can direct the solution to:
Make hydration a habit that's easy to start and maintain
Make hydration a trackable experience
Create a rewarding experience with hydration
As the priorities define the vision of the solution, these features best represent the resolvent of the user pain-points:
Reminding users to drink water
Allowing users to record how much water they are drinking
Displaying users' water-drinking progress
Celebrating user milestones
Allowing users to share their success with their community
View the full user experience with the Figma plugin below
Onboarding strategies aren't just for gathering information from users; they also help them feel more personalized.
Following the user's account creation, the solution should include
Gratitude and reward messages to the user, conveying that their decision will positively impact their wellbeing and relieve them of their pain points.
Personalized questions to gather data on user behavior. This not only benefits the product by curating a specific solution for the user, but it also provides personalization as the core messaging.
Because the solution encourages new behaviors, the content strategy should include activities that encourage and effectively nurture users, such as:
Developing a copywriting strategy for the solution's notifications
Reminders for the morning
Reminders at the end of the day
Progress Updates Every Week
Attempts at re-engagement
Creating an email marketing strategy that supports the user experience and relationship with the solution
Introduction Email upon user sign up
Facts & Knowledge Emails to communicate the solution’s intent
Progress reports to share with users a moment of delight in their experience
Interviews & Success articles to reflect confidence of success to users
New feature announcements
Because users are expected to interact with the solution frequently before and after work, we can assume that the best times to send email engagement content are:
Sending emails the night before will allow them to appear the next morning in users’ inbox
Sending emails during lunch hours will allow for the user to see the emails after work
Furthermore, because seasonal changes affect people's water intake, it's critical to curate content based on seasons (ie: dehydration occurs most during winter and summer months)
Because most users spend at least 1-2 hours per day on social media, optimizing user conversions through these channels is equally important. The messaging for each post should emphasize hydration and wellness as core values.
Social media posts in these channels should highlight visuals that show
How the solution can integrate with users anywhere and at any time
How the solution focuses on providing hydration to the user
How the brand prioritizes user wellness
As an Instagram Story Ad
The target audience within the Instagram Stories marketing channels will include a persona that
Are roughly the ages between 22 - 45
Work in tech, hospitality, or retail industries
Are presenting of female gender
Living in rental conditions
Subscribes to social media keywords such as
Health
Fitness
Weight Loss
Habit
Self Care
Mental Health
Wellness
Self Improvement
As majority of the target audience will regularly use Instagram between at least 30 min a day, posts as an Instagram ad must
Broadcast to the audience during peak hours of lunch (12PM) and after dinner (6PM)
Broadcast with a frequency of 3-4 times a week
As the Instagram Story audiences are only attentive for an extremely short amount of time, the content must
Include a short form text that is easy to read and straight forward
Have minimalist visuals
Proper font type and brand colors
Include visuals that directly shows a theme of interaction with the solution (ie: drinking water or directly using the solution)
Include visual that directly displays the user benefit
As an Instagram Post Ad
Like using an Instagram story, the target audience will remain mostly the same. The major difference here is the content can contain more text and visuals, as the post is less temporary than an Instagram Story.
An Instagram post should include:
Core tagline about the user benefit or solution goal
Visuals that represent how the user behavior might look like when the user involves themselves with the solution
Visuals that highlight the goal of the solution
Proper font type and brand colors
Brand or franchise name
Call to Action, to direct user to the app store or landing page
Long form text in the description to communicate the solution’s benefits to the user
For ad frequency, the ad should:
Broadcast to the audience during peak hours of lunch (12PM) and after dinner (6PM)
Broadcast with a frequency of 3-4 times a week
As a Facebook Ad
Because Facebook serves a broader range of users, the social media strategy must aim for broader audience engagement. This includes the following:
The tagline should include the solution's two main themes: hydration and wellness. The ad will reach a wider audience by incorporating two themes.
Choosing images with a clear purpose for the visual helps the audience understand what benefit you are attempting to entice them to invest their attention in. Because hydration is the primary goal in this case, depicting a person refilling a water bottle in a well-lit kitchen communicates the intention to assist individuals with hydration.
There are three primary peak hours on Facebook. With each peak hour, Facebook ads should include hydration and wellness themes related to activities during those times:
Before Work: 7AM - 9AM
Include visuals that represent morning routines such as waking up, brushing teeth, making breakfast or commuting to work .
Includes short form text that connects hydration and mornings.
Lunch: 1PM - 3PM
Include visuals that represent lunch activities and hydration. This could be an image of a person going on an afternoon run, or someone eating lunch at a table.
Short form text should include messaging that highlights hydration is most popular during lunch breaks.
Post Dinner - 7PM - 9PM
Include visuals that represents post-dinner activities such as snacks, family games, or bed time routines.
Short form text should include messaging that persuades users to incorporate some hydration into their post-dinner routines.
For all Facebook ads, it should always include
Short form text with attached link, stating the purpose of the solution
All images should include at least a water bottle, glass of water, or someone drinking water
The first page results of a Google search for keywords like "H20 Buddies" and "Hydration App" showed
Independent marketers for hydration supplements
Independent businesses for physical hydration stations
Reviews of hydration apps on blogs
We can make an SEO content recommendation because the Google results show mostly hydration app reviews and comparisons:
Create hydration solution blog reviews
Make long-form content comparing hydration apps
Include SEO keywords in the hook
Request that content creators review or promote your product, as a way to generate backlinks
Optimize links with SEO keywords like Hydration, Dehydration, Water, Health, and so on