HabitHero by PrimeCare
- Mar 4
- 3 min read
Updated: Jun 23
Developed by insurance company, Primecare, HabitHero is a product designed to help users track and monitor their health through rewards based incentives.
As a designer, my role was to evaluate the existing MVP, conduct user research, and redesign the experience to increase new user acquisitions and long-term retention.
Problem Statement
Users of HabitHero struggle to effectively track and measure progress towards their goals, leading to a lack of motivation and difficulty in achieving desired outcomes. The current version of HabitHero fails to adequately provide users with the tools and feedback necessary to accurately monitor their progress towards their goals, resulting in frustration and disengagement.
Key Assumptions
Hypotheses
We believe users struggle with feeling motivated. Therefore, we think that offering more desirable incentives will result in users feeling motivated to reach their goals and attract new users.
We believe that users want more help staying on track to achieve their goals. Therefore, we think that providing users with direct guidance from HabitHero on setting achievable goals will result in an increase in users experiencing positive outcomes, earning rewards, product satisfaction and regular user engagement.
We believe that users desire adjustable goals. Therefore, we think that redesigning the app to allow for greater personalised flexibility will result in users staying on track for the long term, increasing daily user engagement and retention.
Research Goals
User Research
I conducted moderated interviews via video call and phone calls (based on the participant preference). Each participant reviewed the MVP on their iPhone and answered a consistent set of questions. All sessions were recorded and transcribed using an AI note taker, with participant consent obtained in advance.
User Persona
Alex is a 33-year-old veterinarian living in London with a busy schedule. While health and fitness are important to them, they struggle with time and motivation. Their ideal app would feel like a “personal trainer” without the cost, offering both guidance and flexibility.
Visualising the User Journey
To explore potential solutions, I mapped Alex's journey and emotional experience.
User Flows
I mapped the task of setting a goal, creating both a happy and an unhappy path. This helped identify key decision points and potential friction areas within the experience.
Wireframing & Prototyping
Low-Fidelity to Mid-Fidelity
I began with low-fidelity sketches to explore ideas quickly, iterating based on feedback. These were developed into mid-fidelity wireframes and an interactive prototype in Figma. Across iterations I focused on: clear goal-setting interactions, motivation feedback loops, behavioural design principles, and accessibility best practices.
Usability Testing
I conducted usability testing to evaluate the new "Trainer Hero" feature and improved progress tracking. Sessions were recorded (with consent), followed by satisfaction-baed questions.
Chosen because they outline key, vital steps in the user journey, participants were asked to complete tasks such as-
Onboarding and getting started
Reviewing progress
Adjusting goals
Logging activities
Finding motivation and rewards
Findings
High-Fidelity
Using insights from testing, I refined the experience into a high-fidelity prototype, improving clarity, motivation, and usability across the core journey.
Conclusion
The redesigned HabitHero experience provides users with clearer feedback, guided goal-setting, and greater flexibility, supporting them in successfully tracking and achieving their goals.
Next steps would include further testing of the high-fidelity prototype and continued iteration to better align user needs with business outcomes.
