HOA+
HOA+, established by ex-NFL player Brandon Marshall, is a holistic fitness and wellness platform aimed at empowering users to improve their daily lives, accessible on iOS, Android, and the web.
Company: House of Athelete
Date: 2022-2023
Role: Creative & Product Design
Format: Web & iOS, Andorid
The Background
HOA+, founded by former NFL player Brandon Marshall, is a comprehensive fitness and wellness platform designed to inspire and empower individuals to enhance their daily lives. With a focus on holistic well-being, HOA+ streamlines the journey to health by removing the complexity of choosing the right fitness and nutrition plans. Developed with the guidance of a team of experts, the platform offers personalized training programs, nutrition plans, and mental wellness tips tailored to meet the unique needs of each member. Available on iOS, Android, and the web,
Promoting Sustainable Lifestyle Changes by Focusing on Daily Healthy Habits Across Movement, Meals and Mind.
The Approach
I collaborated closely with the founder and the core team to articulate the vision and product strategy, aligning it with the overarching business objectives and market trends. Our aim was to cultivate long-term customer engagement and foster brand loyalty.
We developed the concept based on the philosophy that fitness transcends mere workouts to encompass a lifestyle. The platform is designed to enable members to seamlessly access, integrate, and manage all facets of their fitness journey, including nutrition, exercise, sleep, and mindfulness.
Additionally, we focused on integrating classes and scheduling features, ensuring that the new digital brand integrates smoothly into the House of Athlete ecosystem.
The Process
We adopted an Agile iterative design process, beginning with comprehensive user research to identify needs and generate ideas. This research laid the foundation for our product and was pivotal in shaping our product strategy.
The process involved creating an initial prototype, testing it, and then refining it for subsequent versions. With each cycle, we tweaked and improved the product, always ensuring development was closely aligned with user feedback.
This methodology not only kept us attuned to user needs but also allowed us to make informed decisions based on user feedback. It facilitated regular progress updates to stakeholders, promoting transparency and engagement.
Iterative design also fosters robust collaboration by inviting stakeholders to provide feedback and share ideas. This approach has unveiled invaluable insights, enriching the development process and our understanding of user expectations.
Personalization
To ensure a personalized user experience, which was highlighted as a priority through user insights. Forexample to drive personalisation, we introduced personal trainers right at the start of the onboarding process. To lead the users throught the whole onboarding process.
We designed the onboarding to be conversational, requiring minimal initial input from users. By focusing on questions from personal trainers and integrating AI within the app, we made the entire onboarding experience highly personalized.
