Brand Strategies I Design Innovation I Design Research
PYNK : Empowering Women Through Natural Bio-hacking
Indigo Award Winners
Gold Winner in UX, Interface & Navigation
Silver Winner in Apps for Social Change
Silver Winner in Branding for Health & Beauty
The User Experience
ZOYA QURESHI,
Young Mother
“I feel less like a failure now that I can talk to other mothers who experience the guilt they also feel about not spending enough time with their children”.
IRIS XIAO,
Aspiring Achiever
“PYNK helps me when I’m anxious. I love to dance myself back to calm and composed”.
SABRINA MARTINS
Enterprising Executive
“I struggled to make deep friendships before PYNK. I am happier now that I have a yoga group to keep me motivated”.
Premise
In today's fast-paced world, women face unique challenges when it comes to managing their well-being. From juggling multiple roles to dealing with societal pressures, there is a pressing need for a comprehensive solution that addresses many nuanced aspects of women's well-being.
PYNK is a supportive collective of women committed to achieving their well-being goals through scientific and natural bio-hacking practices, and sustained habit building.
People
We initiated one-on-one interviews with women to gain intimate insights into their health journeys, challenges, and desires. These conversations allowed us to uncover personal stories, motivations, and pain points that often go unnoticed in broader studies.
We engaged participants in a unique sensory cue workshop. This activity encouraged them to express their feelings, thoughts, and experiences related to health through photographs.
160
Survey Respondents
66%
Students
20%
Working Professionals
14%
Young Mothers
Interview Insights
User Archetype
Circle of Attributes
Circle of Attributes
Competitor Niche
Peers
Strategic Positioning for PYNK
Through an array of strategic tools including SWOT analysis, segment matrix, PESTEL analysis, Blue Ocean Strategy Canvas, and the ERRC grid, our extensive market analysis for PYNK has illuminated a strategic path like no other.
With insights spanning from unmet user needs to untapped market spaces, this analysis has empowered us to sculpt a revolutionary health empowerment solution that resonates deeply with women's aspirations and redefines the boundaries of the wellness industry.
ERRC Grid
Ideation
Product
PYNK has tailored its brand vision, offerings, and community support to address the diverse requirements of our users. Our platform offers an integrated insight into women’s well-being, setting them up for a life of balance and success.
Prototype Testing
PYNK: G's of Good Life
At PYNK, we design a lifestyle of Sustained Balance. After understanding users, we started to ideate as to how can we deliver our promise to our users of having a lifestyle of balance.
Our features are designed to make sure that we address at least 3 to 5 of our users pain points.
A lot of our insights came from the fact that we spoke to a robust network of women. We were able to aggregate it into the G’s for Good Life that are main features of the application.
Glow
Groove
Gather
Goals
Sharing their achievements and amplifying their growth milestones
Setting a rhythm to their well-being through simple steps in their busy lives
Conversation and community, amongst their open-minded buddies
Planning and tracking their well-being and sustained habits
Gift
Curated products for them and their community
Prototype
PYNK: Bracelet
Future Outlook
Introducing the PYNK bracelet, a beautifully crafted and technologically advanced smart bracelet designed exclusively for PYNK women. With its sleek design and powerful features, this wearable device combines fashion and functionality, allowing you to stay connected and enhance your lifestyle in style.
We aim to create a collective that connects individuals who share a common interest in bio-hacking, empowering them to take meaningful steps towards enhancing their well-being. By providing our users with elegant, beautiful jewelry, we strive to facilitate their personal growth and help them achieve their desired state of well-being.
The Team
Anushka Kalro
From empathy to experience
Jennie Gao
Idea to holistic Innovation
Priya Shroff
Discovering the unknown
Phoebe Gao
Master of visual imagery
Vedika Deshmukh
Transforming chaos into clarity