Health tracking with a difference—a UX Case Study

Cultivate app screens
Cultivate app


The client

The Challenge


Who are Farmdrop?

“I could quite fairly be accused of being a founder who is more driven by ethics than profit — because I am.”

Farmdrop’s competitors

A table exploring whether direct competitors offer health tracking or events
Direct competitors

Potential opportunities

  • There was a gap in the market for health tracking amongst competitors
  • Events held by direct competitors were mainly about food and were predominantly available on Eventbrite
  • Eventbrite is a large, corporate platform which is open to everyone. Advertising events on Eventbrite could potentially dilute the special, community feeling of premium-brand events
A table exploring health-tracking competitors and whether they offer events
New competitors

Potential opportunities

  • Competitor apps mainly integrated with general health-tracking services like Fitbit or Apple Health and then put their own spin on the data

Validating our assumptions

Results of the survey
Survey results
  • Respondents attached great deal of importance to their health
  • They were comfortable with the idea of using technology to track it
  • Users preferred the idea of using a phone app over a website for health tracking and booking events

User interviews

An emotional app for Strava and Eventbrite highlighting guilt when failing to reach fitness goals and frustration when trying to find relevant events when searching on Eventbrite
Emotional maps
  • A strong feeling of guilt — when failing to meet fitness tracking goals on Strava
  • Frustration—when having to browse and search through thousands of events on Eventbrite
The team pointing at an Affinity Map
Trends in affinity mapping

Narrowing down the problem to solve

Persona creation

Persona template for Belinda showing her motivations, frustrations and biggest influences

Sketching solutions

Belinda is a busy, sociable and health-conscious professional. She needs a way to make better lifestyle choices.

A sketch of 4 phone screens: welcome, sleep, nutrition and mindfulness
Sketching ideas—round 1

Belinda is a busy, sociable and health-conscious professional, she wants to be rewarded for making better lifestyle choices.

Various sketch ideas for the cultivate app. 1 for training with friends, 1 for tracking nutrition and 1 for being rewarded for looking at health data
Sketching—round 2
The team sketching ideas in a workshop
The team sketching ideas

Testing and iterating

Early testing

The first flow for the chosen route that was taken into testing
Testing—round 1

3 key questions from test participants were:

  • How is the health data connected to the app? Is my data safe?
  • What is the value of tracking your data?
  • What is the link between Farmdrop and Cultivate?
Pictures of 6 testing participants using the first prototype
Testing—round 1


1 screens added to the app showing a clearer description of how the app uses data and an Apple Health screen to select data to include or not
Ensuring messaging around data was clear and transparent
Sketches of the app’s progress bar and bronze, silver, gold points system
Greater gamification in the app
Screens showing how events were linked more to Farmdrop, with unlock more and stay motivated
Events section — greater link with Farmdrop

Branding and user interface design

An example billboard showing the message: “Tend to your health like our farmers tend to their crops”
Billboard concept for Cultivate

With the same care that Farmdrop farmers apply to their produce, Cultivate enables users to tend to their own health needs and flourish in a holistic and mindful way.

The final Cultivate prototype

The final Cultivate prototype

Next steps

  • Social sharing—Farmdrop users interviewed first discovered the service through a friend so incentivising social sharing could have been a new, organic way of attracting customers
  • Accessibility testing—1 in 5 people have some sort of disability so this would have been crucial to ensure all Farmdrop customers could navigate and interact with the app
  • Wearables—developing the app for Apple Watch or other tracking devices would work well for a lot of people we interviewed, as would integration with additional tracking providers


  • Solid research matters—hitting our deadline after pivoting during the sketching phase would have not been possible without the breadth of groundwork and research in place—this is crucial for working in a lean way
  • Be specific—our original problem statement was too broad: narrowing the scope of our solutions allowed us to be more creative and efficient
  • Keep talking—effective and regular team communication allowed us to hit our deadline on this project




Product Designer | Developer |

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Louise Hill

Louise Hill

Product Designer | Developer |

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