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Project Overview
Water is critical to our well-being, we all know it yet many of us overlook this vital element in our daily lives. Simon Lee, our CEO knows this more than most as he was admitted to hospital for a week with severe dehydration back in 2010. After a serious lesson on how important water is from the Doctors, Simon looked for an app to track his water levels but the current offerings were poorly designed, developed and thought-through making a simple task incredibly difficult. He decided that Locassa would create the world’s best hydration tracking app.
Organisation
Locassa Ltd
Team
We craft unique mobile-focused applications for the world’s biggest brands. Having worked with companies such as Canon, Universal Music and The Times, we understand the need for enterprise level quality and process on mobile and our hallmark honest approach is reflected in the long lasting relationships we have been able to build.
Our team of creative designers and developers are passionate about their work and it is our fresh approach to mobile that creates extraordinary products that stand out from the crowd.
Project Brief
Every product we create, from our own products right the way through to the apps we create for our large brand clients, has to be the best at solving that particular problem, and with so many other app developers out there, producing the best products takes a large degree of thought, care and attention to detail.
When we set out to create the worlds best water-tracking app we had one simple goal, to make the process of tracking water such an inconsequential process that it became a habit for users rather than a chore. The design both from a UX and UI point-of-view had to be clean and simple, clear and uncluttered and allow the user to enter their data in the quickest way possible, eliminating all of the steps normally associated with such data-tracking apps.
From the outset iDrated was developed from a user perspective, not a technical one. As end-users of our own products we look at apps through our users eyes, we are our users, and develop products how we would both expect and want them to behave.
Project Need
The task for a water-tracking app is incredibly simple; tracking water intake. The process can be split into three main sections, the setup, the tracking and the reflection. The setup phase is simply a one-time (mostly) configuration of your statistics to allow the water calculation to be tailored to your personal situation. The tracking step is where all of the work is required as this part is used on a daily basis (multiple times a day in fact). The reflection aspect is allowing users to view how they have progressed over time; this is not normally done on a regular basis.
With iDrated we set out to make the tracking section as quick and simple as possible and to utilise the features of touch-based devices to achieve that simplicity. We created a gesture-based method for entering water that would allow users, with a single touch, to begin the capture process, enter their amount and commit the action. This single-step process is what sets iDrated apart from all other water tracking apps. There is a single tracking process meaning that on average our users spend around 15 seconds in the app compared to the average 45+ seconds for apps in similar categories. It is this 15-second achievement that turns iDrated into a habit and not a chore.
User Experience
The most-loved and unique aspect of iDrated is the swipe gesture that allows a user to single-handedly enter a drink amount without entering multiple menus, without swiping through different quantities and without confirming via buttons and dialogs. We created a custom gesture controller to provide a single mechanism by which we can start the capture process, allow infinite modification of the amount and then the confirmation of the amount by simply ending the gesture. What this means is that a user touches the screen and by the time they lift their finger up, they have achieved all of those steps, one touch, one motion, multiple steps. It's as simple as it gets and it a unique feature of iDrated which no other water tracking app utilises.
We also utilise the accelerometer feature of the device to allow users to undo their tracking, eliminating the need to undo buttons or nested menus.
Project Marketing
We are a firm believer that to market digital products you need to use digital platforms. To test out this belief, our CEO decided to see if it were possible to take iDrated to the top of the Health and Fitness category in the UK App Store by using both Facebook and Twitter campaigns. Within 6 days, iDrated was not only top of Health and Fitness; it was overall number 1 in the UK App Store, outselling all other apps across all categories.
The delay from intent to action with digital channels is so small when compared to more traditional channels; it makes it an absolute essential tool for the marketing of apps and other digital products. A user can see your product in their newsfeed and within seconds have that very app running on their device; no other channel offers this immediacy.
As a result, iDrated was included in Apple's Best of 2013 category for the App Store.
Project Privacy
iDrated is a client only application and unless our users wish to share their medals on Facebook or Twitter, the product is completely self-contained with no risk to user details or privacy.
Fitness, Nutrition & Diet
Applicable to all Apps themed around fitness, nutrition and diet including services, instructional, trackers, counters, guides and workouts.
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