Design Framework for Heartfulness
This project is an extension of the academic dissertation carried out during my Masters at Brunel University London. It showcases key strategic recommendations prescribed for the NPO promoting mental wellness for its effective and efficient working in the short and long run.
Client
Heartfulness
Year
2022
Category
Mental Wellness
Type of Work
User Research
Design
Current Scenario:
The detrimental effects of the COVID-19 pandemic on everyone's mental health have revealed unmet needs and demands for mental wellness care. Heartfulness actively developed and launched numerous projects and initiatives that focused on diverse target groups, bringing in their innovative approach to mental well-being.
Challenge:
Despite numerous efforts, Heartfulness’s promotional methods weren’t very successful in reaching significant audiences. They didn’t conduct sufficient market research which led to a significant communication gap with their target audience.
Additionally, the information about the services provided by Heartfulness was becoming disorganised and cluttered as a result of this frequent launch of new initiatives. Visitors were confused and misled since there was no strategic design for the information structure throughout the digital medium.
Approach:
The extensive literature analysis and the exploratory interviews with management level of Heartfulness presented me with some valuable insights. I realized that it was critical for Heartfulness to identify the precise needs of their target audiences because the information structure used by them was highly dependent on inappropriate market segmentation. As in current times, where younger generations are adopting healthy lifestyle and making conscious choices in order to live a balanced life, addressing these requirements will help Heartfulness remain relevant and significantly improve the lives of its users.
I created a framework that could be applied at the organisational ground level, providing senior management direction and guidelines on user requirements as they strategically develop and implement new projects.
