Let's Walk About It

To empower millennials looking to take the first step in their wellness journey

‘Let’s Walk About It’ is a unique wellness-themed podcast that releases episodes on the same topic in 15, 30, and 45 minute versions allowing the listener to choose depending on their interest level and availability in their day.

THE CHALLENGE

How might we help make wellness more joyful and accessible for time-starved millennials on the brink of burnout?*

*research was done for and pitched to the Washington Post

USER:
Zach: a software engineer based in New York, has worked entirely from home for the past 2 years, spends most of his day working

Wants to...

Incorporate activity into his life
Improve both physical and mental health
Consume more positive, informative content during his free time

Challenges...

Super busy schedule leaves him tired and lacking motivation most days
Doesn’t always have a fixed amount of time during his day to dedicate to fitness
Easily bored and prefers to have some form of lighthearted entertainment when he’s not working

Use Case

Zach is getting burnt out and sluggish at work and realizes he needs to incorporate some activity into his day. He tries the gym, but finds it boring and isn’t interested in something that advanced. He tries podcasts while he works out to entertain him, but he gets frustrated when his lunch break is over before he has the time to finish a full episode.

Zach finds ‘Let’s Walk About It’, an entertaining, light-hearted podcast that also educated him further on his health and wellness journey. Since his availability varies so much, he is able to choose different length episodes on different days so he always gets to finish the episode. The podcast, and thus walking, begins to become part of his daily work-week routine.

My role:

Product owner
Content strategist
Business developer
UX researcher

How we did it:

Once we were tasked with our challenge, we got to work on executing all the essential business steps for a new product or business.

Our end deliverables included:

Initial brainstorm map
Mission
User personas
Editorial & content strategy
Voice & tone
Competitive analysis
OKRs
Proof of concept
User testing
Proposed business model
Distribution plan
Staffing model

Check out some of them here (please email juliasiff@gmail.com if you'd like to see more):

OKRs:

Take A Walk will become a part of millennials’ weekly routines as measured by:

Get 30% of first time listeners to return the next week for another episode
Complete sourcing, research and production for two reserve episodes ahead of the launch date to ensure that our episode release schedule is not disrupted if unforeseen circumstances make us run behind schedule in any given week.
Obtain 300 cumulative followers across social media platforms within timespan of first two episode releases

Take A Walk will encourage listeners to prioritize wellness/physical activity as measured by:

Using social media and brand messaging to explain and encourage the walking component of the podcast with at least one post a day
Get listeners to share at least 10 posts on social media from their walks every week
Consistently iterate on the time durations, voice, content and tone based off of insights from weekly user interview session

Proof-of-concept, prototype