MWH:
Fitness and Wellness Reimagined
MWH is a dynamic fitness and wellness platform centered on mindfulness, consistency, and holistic well-being. With a strong community of creators, it offers diverse content to support members in their wellness journeys.
Overview
MWH, a rapidly expanding digital wellness brand, had grown beyond the capabilities of its initial platform. With a large and engaged social media following, the brand faced challenges scaling to meet its ambitious goals. The platform’s extensive media library was beginning to slow down, and the company’s strategic pivot to onboard more creators required a custom-built solution to support future growth.
Research
Stakeholder Interviews & Workshops
To align with MWH’s long-term vision, we began with stakeholder interviews to understand their current pain points and success metrics. This led to an in-depth, all-day workshop where we explored brand direction, design system needs, and key elements like color and typography. The goal was to ensure the platform’s design reflected the essence of the brand—particularly Melissa’s personal touch—while appealing to the diverse personas of MWH members.
User Interviews
We also conducted in-depth interviews with seven MWH members to better understand their wellness goals, daily habits, and experience with the platform. These interviews, conducted on UserZoom Go and fully transcribed, provided invaluable insights into user preferences, behaviors, and pain points. A recurring theme was the need for seamless video navigation, with members often pausing and resuming workouts. Additionally, the ability to filter and search for relevant videos was a critical requirement. These insights guided the development of a more intuitive user interface, focused on improving
Design
Design System
We developed a comprehensive design system that formed the foundation for the platform’s future design work. This included a color palette, typography guidelines, iconography, logo usage, and asset library, ensuring consistency across all touchpoints. A systems-thinking approach was crucial, as components were reused across multiple devices, promoting a cohesive and intuitive design language.
Intuitive User Flows
To ensure a seamless experience, we mapped out key user journeys—such as finding a workout based on duration, focus areas (arms, legs, etc.), and skill level. This user-centered approach allowed us to design fluid, intuitive interactions.
Usability Testing
Through both moderated and unmoderated usability tests on UserTesting.com, we gathered feedback on user interactions, features, and content. These sessions provided valuable insights into natural user behavior, which we used to refine the product and guide future design iterations.
Outcome
MWH has successfully transformed into a comprehensive digital wellness platform, housing over 700 streaming options across fitness, meditation, lifestyle, and nutrition. The platform now supports a diverse range of creators, offering members a richer, more personalized experience.