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Project Type IOS Mobile App, Wellness tracking App , Team Case Study

Duration 7 Weeks (Currently working on iterations) 

Role  User Research, Product Strategy, UI Design, Interaction Design

Tools Figjam, Figma, Notion, Maze



For this case study, our team was asked to deconstruct and remake the UX/UI of the Wim Hof Method App.

Focusing on making it easy for new users to complete the Cold Shower Challenge and upgrade to a paid subscription.

The Ask

Our team was asked to make the experience easier for new users to customize, complete, and track their cold shower challenge.

Target Audience


This case study targets new users to Wim Hof who are interested in forming a new healthy habit in addition to folks who are already interested in meditation, yoga, and other health-conscious audiences.

Business Goals

The main goal is to encourage new users to use the app and nudge new and current users to convert from free users to paid members.

*Disclaimer: This piece was created solely for the purpose of the Memorisely curriculum and was not commissioned by the client. 

The Problem

New and existing users need a way to track their cold shower challenge progress easily.

The current app does not allow users to change levels without losing their progress and the order of steps is confusing. This results in a lack of motivation for users to participate and/or continue the cold shower challenge, using the app altogether and subscribing to the premium plan.


Users are having trouble trying to track their shower period because there are too many steps.


 Improving the user flow with key moments and clear CTA’s would help the user feel motivated to complete the challenge as well as susbcribe for a more premium experience!

WHM Wireframes Version 1.png

You can view the prototype :  HERE


After running usability tests, we got some usable feedback we will apply to the next iteration. Most testers responded positively about the overall experience of the App. However,  we did get some feedback on some issues with the usability of the homepage and timer. We pulled two statistics from our usability testing that indicates most users felt motivated to complete the cold shower challenge after navigating our App: 

80% of testers completed the mission and felt the app was easy to understand

75% of testers stated they felt motivated to complete the 20-Day Cold Shower Challenge after navigating the App

The team is currently working on our second iteration based on user feedback, which includes the following:  updating the timer interaction, changing background colors for better accessibility, increasing the readability of the type, adding helper text to the profile screen, and improving the cards on the exercise screen. 

Usability Review- Empathy

We need to empathize with our users and business. To do that, we conducted a usability audit to test the product's usability, which helped us better understand the product and identify any pain points and wow moments of the current experience. Some of our initial impressions of the App centered around content not being simplified and having to go through multiple steps to complete the challenge. Also, the overall visual design of the app lacked consistency. 

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You can view the Figjam board :  HERE

Primary Pain Points

Using Learnability, Satisfaction, Efficiency, Memorability, and Errors as the usability benchmarks, the team found the following to be the biggest pain points in the current Wim Hof app:
1. The color palette does not fit with the brand’s message 

The brand voice and messaging radiate a physically cold/frigid. It currently reads as physically warm/hot.

2. Content is not simplified & no clear information architecture
Page and content organization is not optimized, leading users to dig through different page locations to find the data they are looking for as well as information architecture is messy and confusing.

3. There is no clear primary CTA for subscription

Not having a clear and concise CTA will lead to less conversions and ultimately impact the business. 

4. Lack of community & no social media integration                                                                                 
 No option to share results with an open community/social channels therefore no sense of how many members are in the community and if they are active.

Competitive Benchmarking

After completing our usability audit, we moved on to competitor benchmarking. We conducted this to gain inspiration and see/understand existing UX and UI standards. This helped us identify those standards that we could potentially use to improve the Wim Hof App experience.

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Competitive benchamarking.png

You can view the Figjam board :  HERE

Mind Mapping- Define

After the usability audit, we worked on Mind mapping to better define the problem by asking ourselves “How might we” questions, which allowed us to visualize what we can improve and add to the current design.

To identify the user problem, we each built our mind map individually to see our ideas through our own perspective.

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User Flow, &  Rapid Prototyping- Ideate

We began to ideate to have an idea of how we wanted to design the app! We worked on crazy 8's, priority matrix, user flow, and rapid prototyping for this phase. 

To help improve the user experience, our team developed a new user experience that included adding a primary CTA to the Cold Shower Challenge at the beginning of the user journey. We removed the rebound steps of the user having to revert their process when changing their difficulty. 

Before moving on to designing on Figma, our team sketched some low-fidelity wireframes on Figjam of our new improved user flow, 

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User Flow - Improved.png
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UI Styles and Components- Ideate

After the team was happy and all agreed with the direction of the wireframes, it was time to start building our prototypes. The first step of building is to define our UI Styles and our UI Components.

We first looked for inspiration and created a mood board. Our team narrowed down the color palette and landed on a dark theme. We believe the dark blues against the white are a better look and feel for a cold shower therapy app than the current color palette.

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UI Components.png

You can view the prototype :  HERE


After synthesizing the usability tests and getting feedback from our classmates and instructor, we began our iteration process. The iteration process is a reminder that it is okay to make mistakes and that no product is final. There is always room for improvement. 

As an artist and UX designer, I have learned that critique and feedback are fundamental to making our work better. Through this feedback process, I learned more about the product I was building and gained additional feedback about our user's needs. 

Note: This is only our first round of iterations. We will be making more changes! 

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You can view iterations in process:  HERE


  • Create a separate user flow for new and existing users based on their user persona

  • Make it clear which exercises are challenges and which are not 

  • Connect the other exercises on the app to the 20 Day Cold Shower Challenge 

  • Create an onboarding experience for new users

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