Research of the Target Audience of a Digital Product for the Wellness Industry

This project is dedicated to researching the target audience in the wellness industry to deeply understand their needs and problems in the context of introducing and maintaining a healthy lifestyle using the Design Thinking methodology. Over the course of several months, a team of researchers immersed themselves in the world of their potential clients, studying their lifestyles, thoughts and problems. The research included several types of methods: living experience, diary research, in-depth interviews and interviews with extreme users. This allowed the collection of a rich array of data, which was then carefully analyzed and synthesized. During the study, challenges arose regarding respondents' personal and confidential information, so the team was especially sensitive when discussing health issues and socially stigmatized habits. Based on the data obtained, insights were formulated in the format of user and work stories, which were then clustered into thematic groups, such as Habits, Rest, Weight Loss, Remote Work, Social Networks, Pain, Fitness, Motivation, and Mental Health. The most interesting Job Stories, determined through voting and discussion, concerned replacing bad habits with healthy alternatives and combining exercise with opportunities for social interaction. The outcome of the research phase was the formulation of two Personas and the development of a Customer Journey Map (CJM) for the selected user stories. This made it possible to identify key opportunities for supporting and introducing a healthy lifestyle among the target audience. The insights and conclusions obtained became the basis for generating ideas and prototyping the product, and also helped in testing advertising channels and creatives. A deep understanding of the needs of the target audience also played a key role in prioritizing the product backlog.