Challenge
Spark, a home diagnostics company, aimed to create mass appeal and relaunch its brand with stronger positioning backed by in-depth research. They also needed to streamline their app experience, which previously had multiple apps for different tests, creating a fragmented user journey.
Approach
Mellow conducted a deep analysis of Spark's target audience, competitor landscape, and meta positioning to define an optimal strategy from both B2B and B2C perspectives. We then unified Spark’s multiple apps into one seamless platform, making the user journey intuitive and efficient.
Thought Process
We focused on creating a simplified yet powerful digital experience where users could easily take tests, access results, and share them with doctors. Additionally, we added a feature that allows users to track their parents’ health, adding a layer of emotional connection to the app.
Result
The unified app and refined brand positioning elevated Spark’s visibility in the market, improved customer retention, and positioned the brand as a leader in the home diagnostics space.
