Well.TV: social media that's good for you
I lead the design for Well.TV, an experimental digital wellness platform for Nike. We built this app as a pioneering partner for Snap, Inc.’s Story Kit and Camera Kit SDK integrations, serving Gen Z consumers with engaging health & wellness content. I was involved in all aspects of the product creation process as well as AR Snapchat Lens creation and integration.
The challenge:
My team at Valiant Labs was tasked with building a business that solved a major pain point for teens, while building Nike’s relationship with this untapped consumer group. I worked on the Well.TV project from its inception, and through countless conversations we learned that 70% of teens cite issues with anxiety and depression. So we asked ourselves – what are we going to do about it? “Social media that’s good for you” became our mantra, as we built an experience encompassing AR wellness challenges integrating directly with Snap through Camera Kit SDK integration. I partnered with Snap’s team through early ideation, to wireframing and high-fidelity prototypes.
The Snapchat solution:
The direction we landed on was an app for teens that served as the go-to place for all things wellness and stress relief, while seamlessly integrating into their daily routines through a viral loop created in partnership with Snapchat. We collaborated with Snap’s team through the entire process to build a product that pioneered their Story Kit and Camera Kit integrations into our platform.
A joy for teens, a win for Nike:
We conducted various forms of testing throughout the project to optimize conversion funnels and create the viral loop from our platform through social media channels and back to our app. We tested user flows, content types, content delivery, micro-payments/monetization, rewards metrics, and more. I collaborated with Researchers, Analysts, Project Managers, Neuroscientists, and a panel of science-backed Gen Z wellness experts to ensure that we were building something meaningful to tackle teen stress and anxiety, while at the same time proving viability for Nike’s business objectives.
Content Credit: Jana Delamarter (me), Joshua Keeney, commissions in collaboration with Johanna Johawski
Scripting and Development collaborator: Vance Feldman
Agency partners: Enjoy The Weather