Case study:

Discovery-led approach to revolutionise a failing app

I inherited an existing product facing challenges and scrutiny due to underperforming KPIs.

We enhanced uptake, retention, outcome and completion within a 9-month timeframe by implementing a strategic programme involving discovery-led, user-centred research and product processes.

Overview

Background

Xyla is a service provider for NHS health programmes. The Wellbeing Way (WW) app is part of this service offering and aids individuals in making sustainable lifestyle changes. Service users (SUs) are referred to these NHS programmes through their GP.

The NHS expressed dissatisfaction with key performance indicators (KPIs) including uptake, retention, outcome, and completion. Satisfaction was low among service users (SUs). Xyla was tasked with making swift improvements to both the service offering and the WW app.

At the time WW's roadmap priorities were business-driven, often delivering strategic features promised during the BID (Business Impact and Design) processes. User engagement was limited to validating designs or testing the live product.

Challenge

Drive a shift in product strategy towards user-centred design. Support the product team in identifying focus areas that address underperforming KPIs and enhance user experience. Develop effective solutions for these problems.

Scope and constraints

Deliver improvements to KPIs within a 9-month timeframe with code changes commencing as soon as possible.

Changes to the product would be confined to the service offering.

My role

Lead designer collaborating with an additional user experience (UX) designer and three researchers. We functioned as part of a broader, cross-functional team that included product managers, business analysts, development leads, and subject matter experts.