A supplement compliance app to help users stay consistent
Setu Nutrition is a leading new age nutrition brand. The insight was that a large number of customers did not comply to the required dosage of supplements with consistency - thereby seeing poor results and lower repeat purchases. The brief was - “how might we help customers adhere to their supplements routine - so they get the results they desire, and come back for more. ?” We worked with the team to create a companion app that helps customers stick to their supplements.
Goal
Understanding behaviour around supplements
To understand people’s daily routine (or lack thereof) with supplements, we interviewed existing Setu customers, potential users of the app and experts in the field.
Health & Performance Optimiser
Motivation
- Socially motivated to supplement diet to improve appearance, targeting skin, hair, and overall aesthetics.
Linked Behaviours
- Choice based on trending ingredients and their promises.
- Experiments frequently based on recommendations or influencer endorsements.
The Cosmetic Enthusiast
Motivation
- Uses supplements as a crucial component of medical care to manage or alleviate health conditions.
Linked Behaviours
- Less influenced by price or trends.
- High adherence to prescribed supplement regimens as part of a treatment plan.
Patient/
Caretaker
Motivation
- Seeks to enhance physical fitness and cognitive function through targeted nutritional support.
Linked Behaviours
- Engages in meticulous research.
- Typically starts with strong adherence but not motivated to maintain consistent intake
Factors affecting compliance
Distance to result
Improvement in health goals is a gradual process, often leading to discouragement and giving up before noticeable impacts are seen.
No litmus/ Lack of proof
Progress varies for each individual based on their bodies, and often, there is no clear way of knowing if sufficient progress is being made.
Lack of trust
Trust in supplement effectiveness is undermined by doubts about ingredient quality and insufficient social proof validating efficacy.
Not a perceived dire need
Preventive or performance related adherence is weaker, while underlying health conditions demand more support for better adherence.
Prescription v/s self diagnosis
When prescribed by a nutritionist / doctor / consultant / or even HRA , there are higher chances of taking it seriously v/s self exploration.
Distance to result
Improvement in health goals is a gradual process, often leading to discouragement and giving up before noticeable impacts are seen.
Behaviour Change in Action
VISUALISING YOUR PATH TO RESULTS
Principle in action: Anchoring
Setting expectations through a roadmap helps users visualise the path to results, so they’re less likely to abort. Tangible milestones make it easy for users to anchor their progress.
REINFORCING THE SCIENCE OF SUPPLEMENTS
Principle in action: Enhancing self-efficacy
This makes users more likely to adhere to their supplement routine because they feel more assured that their actions will lead to the desired health outcomes.
People like me
Principle in action: Social Proof
Seeing progress of others with similar health goals and challenges can build trust, motivate one to stick with their regimen, and encourage one to stay consistent.
OPTING IN TO STAY COMMITTED
Principle in action: Commitment Theory
When people publicly commit to a goal or behaviour, they feel a stronger drive to follow through because they want to stay true to their word and the expectations of others. Taking a pledge creates a personal promise that boosts accountability and motivation to stick to the intended behaviour, like consistently taking supplements.
BITE SIZE GOALS
Principle in action: Chunking
It involves breaking larger objectives into smaller, manageable tasks. This method reduces overwhelm, boosts motivation through achievable milestones, enhances focus, facilitates clear progress tracking, and promotes effective learning and retention, aligning with strategies for sustained goal achievement.
INVITE MY PARTNER
Principle in action: Accountability
Knowing that someone is monitoring your adherence can enhance motivation and deter deviations from the regimen. This principle capitalizes on the natural tendency of individuals to feel a sense of obligation and commitment to those who are invested in their well-being, fostering a collaborative effort towards achieving health goals.
The first thing I should commend them on is the ease and cohesion they bring as an extension of your product team.
No problem is too big and no request for a re-think too repetitive. On the design front, they're a sprightly young team, who bring both an academic and customer oriented preface to any design output. They're process oriented, they're prompt, and they tell you frankly if your product idea is good/bad. Be foolish to expect anything less.
Saurov Kakoti
Key Shifts
Beyond just rethinking the digital assets, our team influenced the internal approach to digital CX leading to certain key shifts:
