ALTRUIS X by VINAYA
VINAYA released its second generation product in November 2016, a collection of connected bracelets. I worked on product positioning, crafted the product marketing messaging, project managed a new website build, managed all content surrounding the launch campaign, developed in-app content strategy and developed UX copy within the app.
*Note: Unfortunately, VINAYA went into administration just weeks after releasing ALTRUIS X and has since taken down the website shown below.
The app is still in the App Store here.
The audience segmentation research and persona strategy I developed played a pivotal role in positioning this wearable tech range. We targeted the 'mindful millennial female', a fast-growing bracket that existing wearable companies had failed to address. We also also wanted to avoid positioning the product as a 'wearable', due to a certain stigma associated with the industry.
As a feature-rich and forward-thinking product, one of the challenges was to craft messaging that was succinct, informative and on-brand. I owned this process, from naming the product to crafting copy across the app, website, marketing materials and press releases.
As Communications Manager, I also curated and managed our blog, where we published evergreen, well-researched editorial surrounding our product themes: meditation, sleep, breathing, and so on.
Content plays a central part to the new VINAYA app, which works with or without one of VINAYA's wearable tech accessories. I was able to develop this in-app content concept from strategy to app store, pulling together a daily curated feed of content that 'inspires introspection and reflection'. The content also serves to educate the user about its many features: breathing exercises, meditation, notification filtering, event logging and insights.
Working with our in-house Lab researchers and writers, we achieved this by crafting bite-sized bits of content that give users their "daily dose of mindfulness" via categories named "THINK, DO, INSPIRE, LEARN".
I also helped pull together the app's meditation feature, which lets the user immerse themselves in pre-recorded sound therapy meditation sessions.