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Design Research and Product Strategy
PYNK : Empowering Women Through Natural Bio-hacking
INDIGO INTERNATIONAL AWARD WINNER
Gold Winner in UX, Interface & Navigation
Silver Winner in Apps for Social Change
Silver Winner in Branding for Health & Beauty
The Problem
Women navigating life's transitional phases — career shifts, health changes, new relationships — face compounding physical and mental challenges. Existing wellness apps offer either clinical tools or lifestyle content, but nothing that bridges the two in a way that feels like a genuine community. The market gap wasn't product features — it was sustained, science-backed support that women could trust and keep coming back to.
My Role
Lead Product Strategist
(Team of 5)
Methods
160-person survey, Blue Ocean Strategy, Competitor Analysis and Product Execution
Output
App platform + hardware product concept
What we found
One-on-one interviews and sensory cue workshops surfaced what surveys alone couldn't: women don't want to be managed — they want to feel known. The most powerful loyalty driver wasn't features or content, it was the feeling of being part of a community that understands your specific life stage. We validated this across 160 survey respondents and synthesised findings into a set of user archetypes that drove every product decision downstream.
160
Survey Respondents
66%
Students
20%
Working Professionals
14%
Young Mothers
User Archetype
Aspiring Achiever
Circle of Attributes
Mindful Mother-to-be
Circle of Attributes
Product
PYNK is a wellness platform built around the concept of Sustained Balance — a lifestyle framework, not a set of metrics. The app's core features (the "G's for Good Life") each address 3–5 pain points identified in research, spanning physical health, mental wellbeing, habit formation, and community connection. Every feature is anchored in bio-hacking principles and evidence-based habit science, not generic wellness advice.
Prototype Testing
PYNK: G's of Good Life
Glow
Groove
Gather
Goals
Sharing their achievements and amplifying their growth milestones
Setting a rhythm to their well-being through simple steps in their busy lives
Conversation and community, amongst their open-minded buddies
Planning and tracking their well-being and sustained habits
Gift
Curated products for them and their community
Product
Prototype
The User Experience
ZOYA QURESHI,
Young Mother
“I feel less like a failure now that I can talk to other mothers who experience the guilt they also feel about not spending enough time with their children”.
IRIS XIAO,
Aspiring Achiever
“PYNK helps me when I’m anxious. I love to dance myself back to calm and composed”.
SABRINA MARTINS
Enterprising Executive
“I struggled to make deep friendships before PYNK. I am happier now that I have a yoga group to keep me motivated”.
PYNK: Bracelet
Future Outlook
Introducing the PYNK bracelet, a beautifully crafted and technologically advanced smart bracelet designed exclusively for PYNK women. With its sleek design and powerful features, this wearable device combines fashion and functionality, allowing you to stay connected and enhance your lifestyle in style.
We aim to create a collective that connects individuals who share a common interest in bio-hacking, empowering them to take meaningful steps towards enhancing their well-being. By providing our users with elegant, beautiful jewelry, we strive to facilitate their personal growth and help them achieve their desired state of well-being.
The Team
Anushka Kalro
Jennie Gao
Priya Shroff
Phoebe Gao
Vedika Deshmukh
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