About me

Work

Contact

Available now!
About me
Work
Contact
Available now!

About me

Work

Contact

Available now!

About me

Work

Contact

Available now!

About me

Work

Contact

Light imageDark image
Light imageDark image
Light imageDark image

Shelly

Your Healthy Routine Building app
Case studies
/
Shelly

Shelly

Your Healthy Routine Building app (iOS native)
Case studies
Case studies
/
/
Shelly
Shelly

Shelly

Your Healthy Routine Building app (iOS native)

Client

Sector

My role

Duration

Daily Health Conference

Wellness

UX/UI Design, User Research, Branding, Visual System

4 weeks

Client

Sector

My role

Duration

Team

4 weeks

April van Dinther, Jacopo Bettini, Marco Ramos

Wellnesss

Daily Health Conference

UX/UI Design, User Research, Branding, Visual System

Client

Daily Health Conference

Sector

Wellness

My role

UX/UI Design, User Research, Branding, Visual System

Duration

4 weeks

Team

Anna Seivastre, Marco Ramos

Project Overview

Shelly was conceptualised and designed as part of the Ironhack UX/UI Bootcamp, for the fictitious client Daily Health Conference.


The bootcamp brief invited teams to select and develop a wellness-focused app concept, providing a wide variety of possible directions within the broader theme of digital health.


Our team chose to tackle the challenge of supporting busy urban professionals in building sustainable healthy routines, aiming for an engaging mobile (iOS) solution that promotes daily movement, mental clarity and improved sleep.

Infographic on market research for habit tracking apps, showing three key trends—gamification, AI integration, and wearable syncing—alongside statistics for market size and share of users focused on habit formation.Infographic on market research for habit tracking apps, showing three key trends—gamification, AI integration, and wearable syncing—alongside statistics for market size and share of users focused on habit formation.
Infographic on market research for habit tracking apps, showing three key trends—gamification, AI integration, and wearable syncing—alongside statistics for market size and share of users focused on habit formation.Dark image
Infographic on market research for habit tracking apps, showing three key trends—gamification, AI integration, and wearable syncing—alongside statistics for market size and share of users focused on habit formation.Infographic on market research for habit tracking apps, showing three key trends—gamification, AI integration, and wearable syncing—alongside statistics for market size and share of users focused on habit formation.

Summary of key trends and opportunity gaps discovered during initial study.

Context & Challenge

The rhythms of city life leave many people struggling to maintain health routines: they’re short on time, high on stress and constantly adapting to irregular schedules.

Our approach was to design an experience that makes small steps achievable and rewarding, so users can fit wellness in when it truly matters. The competition brief centered on accessibility and motivation, aiming to solve the “I don’t have time” barrier.

Infographic showing quantitative research results on health concerns, including percentages for sleep deprivation, physical inactivity, stress, desire for more activity, and challenges in sticking to routines due to work.Infographic showing quantitative research results on health concerns, including percentages for sleep deprivation, physical inactivity, stress, desire for more activity, and challenges in sticking to routines due to work.
Infographic showing quantitative research results on health concerns, including percentages for sleep deprivation, physical inactivity, stress, desire for more activity, and challenges in sticking to routines due to work.Dark image
Infographic showing quantitative research results on health concerns, including percentages for sleep deprivation, physical inactivity, stress, desire for more activity, and challenges in sticking to routines due to work.Infographic showing quantitative research results on health concerns, including percentages for sleep deprivation, physical inactivity, stress, desire for more activity, and challenges in sticking to routines due to work.

Data visualizations showing frequency of existing wellness routines among respondents.

User Research

Our research started with interviews—12 conversations with professionals juggling work, family, and self-care. We mapped their daily routines to find out where healthy habits were most vulnerable, and what motivated genuine change. Themes emerged: the need for flexibility, non-judgmental reminders, and tools that support rather than pressure.

Our research started with interviews, 12 conversations with professionals juggling work, family and self-care.

We mapped their daily routines to find out where healthy habits were most vulnerable and what motivated genuine change. Themes emerged: the need for flexibility, non-judgmental reminders and tools that support rather than pressure.

Our research started with interviews, 12 conversations with professionals juggling work, family and self-care.

We mapped their daily routines to find out where healthy habits were most vulnerable and what motivated genuine change. Themes emerged: the need for flexibility, non-judgmental reminders and tools that support rather than pressure.

Interview summary showing profile photos, names, ages, and motivational quotes from five wellness app users, discussing their struggles with routines, activity, and time management, with a screenshot of a group call.Interview summary showing profile photos, names, ages, and motivational quotes from five wellness app users, discussing their struggles with routines, activity, and time management, with a screenshot of a group call.
Interview summary showing profile photos, names, ages, and motivational quotes from five wellness app users, discussing their struggles with routines, activity, and time management, with a screenshot of a group call.Dark image
Interview summary showing profile photos, names, ages, and motivational quotes from five wellness app users, discussing their struggles with routines, activity, and time management, with a screenshot of a group call.Interview summary showing profile photos, names, ages, and motivational quotes from five wellness app users, discussing their struggles with routines, activity, and time management, with a screenshot of a group call.
Affinity diagram grouping core interview findings into themes: physical activity, improving mental health, routine, and lack of time, visualized with green and grey sticky notes branching from top-level categories.Affinity diagram grouping core interview findings into themes: physical activity, improving mental health, routine, and lack of time, visualized with green and grey sticky notes branching from top-level categories.
Light imageDark image
Key take awys from the affinity diagram summarizing qualitative insights from wellness app users, with green blocks for themes: physical activity, improving mental health, routines, and lack of time. Each block contains direct quotes from interview participants.Key take awys from the affinity diagram summarizing qualitative insights from wellness app users, with green blocks for themes: physical activity, improving mental health, routines, and lack of time. Each block contains direct quotes from interview participants.

Empathy map and core interview findings; actionable quotes from FigJam

Solution Shaping

The Shelly MVP focused on approachability and meaningful reinforcement, anchored by three core pillars:


  • Clear, time-flexible routines users can adjust daily

  • Visual streak tracking to give immediate progress feedback (not guilt)

  • Micro-coaching delivered in moments of stress or downtime


Each design iteration involved real user feedback, shaping flows that avoid the “all-or-nothing” mindset.

Feature Prioritization

Using MoSCoW prioritization, we focused on must-haves:

  • Adaptive routine scheduling

  • Personalized nudges (based on context, not just time)

  • Visual progress and quick wins

“Should” and “Could” features included social reinforcement and long-term challenges, but the MVP kept things lean and personalized.

MoSCoW matrix visualizing MVP, should-have, could-have, and won't-have features for a wellness/habit app, alongside a statement defining the minimum viable product’s aims for routine building and habit formation.MoSCoW matrix visualizing MVP, should-have, could-have, and won't-have features for a wellness/habit app, alongside a statement defining the minimum viable product’s aims for routine building and habit formation.
MoSCoW matrix visualizing MVP, should-have, could-have, and won't-have features for a wellness/habit app, alongside a statement defining the minimum viable product’s aims for routine building and habit formation.MoSCoW matrix visualizing MVP, should-have, could-have, and won't-have features for a wellness/habit app, alongside a statement defining the minimum viable product’s aims for routine building and habit formation.
MoSCoW matrix visualizing MVP, should-have, could-have, and won't-have features for a wellness/habit app, alongside a statement defining the minimum viable product’s aims for routine building and habit formation.MoSCoW matrix visualizing MVP, should-have, could-have, and won't-have features for a wellness/habit app, alongside a statement defining the minimum viable product’s aims for routine building and habit formation.

MoSCoW and MVP matrix
Key features visualized: MVP vs future roadmap.

Process & Iteration

We worked through early sketches, then low-, mid-, and high-fidelity flows. Usability testing emphasized “do less, but show value”: users responded best to simplified navigation, clear progress, and routine adaptability. Every feature was cut, refined, or repositioned based on direct quotes and usability metrics.

We worked through early sketches, then low-, mid-, and high-fidelity flows.


Usability testing emphasized “do less, but show value”: users responded best to simplified navigation, clear progress, and routine adaptability. Every feature was cut, refined, or repositioned based on direct quotes and usability metrics.

We worked through early sketches, then low-, mid- and high-fidelity flows.


Usability testing emphasized “do less, but show value”: users responded best to simplified navigation, clear progress, and routine adaptability. Every feature was cut, refined, or repositioned based on direct quotes and usability metrics.

Series of early app wireframes for setting routines and activity goals in a wellness app, annotated with user feedback quotes in red and green, highlighting strengths and problems in the interaction flow.Series of early app wireframes for setting routines and activity goals in a wellness app, annotated with user feedback quotes in red and green, highlighting strengths and problems in the interaction flow.
Series of early wireframe screens for a wellness routine builder app, showing steps to set goals, validate routines, and track progress. Screens are annotated with green and red user feedback notes highlighting positives and areas for improvement across the journey.Series of early wireframe screens for a wellness routine builder app, showing steps to set goals, validate routines, and track progress. Screens are annotated with green and red user feedback notes highlighting positives and areas for improvement across the journey.
Series of early wireframe screens for a wellness routine builder app, showing steps to set goals, validate routines, and track progress. Screens are annotated with green and red user feedback notes highlighting positives and areas for improvement across the journey.Series of early wireframe screens for a wellness routine builder app, showing steps to set goals, validate routines, and track progress. Screens are annotated with green and red user feedback notes highlighting positives and areas for improvement across the journey.

Usability testing
Screenshots and quotes: iterations that improved engagement and satisfaction.

Side-by-side comparison of low-fidelity and mid-fidelity app screens for wellness habit tracking, annotated with feedback on navigation, achievement tracking, and clarity of visual hierarchy.Side-by-side comparison of low-fidelity and mid-fidelity app screens for wellness habit tracking, annotated with feedback on navigation, achievement tracking, and clarity of visual hierarchy.
Side-by-side comparison of low-fidelity and mid-fidelity app screens for wellness habit tracking, annotated with feedback on navigation, achievement tracking, and clarity of visual hierarchy.Side-by-side comparison of low-fidelity and mid-fidelity app screens for wellness habit tracking, annotated with feedback on navigation, achievement tracking, and clarity of visual hierarchy.

Usability testing low and mid-fi comparison:
Side-by-side: feedback-driven changes and navigational upgrades.

MoSCoW and MVP matrix
Key features visualized: MVP vs future roadmap.

Visual Identity

Building Shelly highlighted the value of empathy in wellness design. Iterative research and real voices were critical in making each decision. We focused on enabling users, removing roadblocks, celebrating progress and making the experience gentle but effective.

Style tile showcasing Shelly app’s brand attributes, color palette, inspirational images for calm, motivation and optimism, example icons, and tortoise mascot holding strawberries.Style tile showcasing Shelly app’s brand attributes, color palette, inspirational images for calm, motivation and optimism, example icons, and tortoise mascot holding strawberries.
Style tile showcasing Shelly app’s brand attributes, color palette, inspirational images for calm, motivation and optimism, example icons, and tortoise mascot holding strawberries.Style tile showcasing Shelly app’s brand attributes, color palette, inspirational images for calm, motivation and optimism, example icons, and tortoise mascot holding strawberries.
Style tile showcasing Shelly app’s brand attributes, color palette, inspirational images for calm, motivation and optimism, example icons, and tortoise mascot holding strawberries.Style tile showcasing Shelly app’s brand attributes, color palette, inspirational images for calm, motivation and optimism, example icons, and tortoise mascot holding strawberries.

Style tile
Palette, typography and icon samples presented for stakeholder review.

Grid of annotated final Figma screens for Shelly wellness app, displaying interactive components, progress feedback, user onboarding, routine setting, weekly overviews and personal achievement screens in green interface.Grid of annotated final Figma screens for Shelly wellness app, displaying interactive components, progress feedback, user onboarding, routine setting, weekly overviews and personal achievement screens in green interface.
Grid of annotated final Figma screens for Shelly wellness app, displaying interactive components, progress feedback, user onboarding, routine setting, weekly overviews and personal achievement screens in green interface.Grid of annotated final Figma screens for Shelly wellness app, displaying interactive components, progress feedback, user onboarding, routine setting, weekly overviews and personal achievement screens in green interface.
Collage of final Figma prototype screens for the Shelly wellness app shown at an angle, highlighting interactive components and design system choices including onboarding with mascot tortoise, routine planning, activity suggestions, step tracking, achievements dashboards, progress statistics, and guided video routines—all in a bright green and yellow color palette with playful illustrationsCollage of final Figma prototype screens for the Shelly wellness app shown at an angle, highlighting interactive components and design system choices including onboarding with mascot tortoise, routine planning, activity suggestions, step tracking, achievements dashboards, progress statistics, and guided video routines—all in a bright green and yellow color palette with playful illustrations

Final Figma screens annotated to highlight interactive components and design system choices.

Impact & Reflection

After launch, user feedback confirmed the need for self-compassionate design. Professionals praised Shelly’s “always-on support” and “friendly reminders without guilt.” The team learned that the smallest routine, when highlighted in a caring way, creates lasting change.

Witty Wolf Design

By Marco Ramos
By Marco Ramos
By Marco Ramos

howl@wittywolf.design

Amsterdam

Madrid

+31 653 215 989

+34 624 225 011

Copyright Witty Wolf Design 2025