Wellness-tech
Brand Development and Prototype

duration: 6 months

Quokka

My first year at Kellogg, I had the pleasure of helping a classmate launch his wellness-tech startup, a digital journaling app that aimed to improve the mental wellbeing of young people.

We established what our brand values were. From there, I began to develop the brand’s image, voice, and tone. We conducted A/B testing on Facebook to see which keywords and phrases resonated the most with our target segment. Quokka was meant to feel like a friend giving you advice - approachable, kind, authentic.

Digital Marketing and User Acquisition

We believed our target segment would engage with the brand if we offered a personalized product. On our website, I designed a quiz that recommended a journaling style based on the users’ personal growth goals, which in turn offered a personalized journaling guide to help them get started. This was effectively a low-cost prototype for us to validate and iterate on the app’s design.

Through rapid Facebook ad testing, I achieved a .6% CTR to the quiz feature, 44% completion rate of the quiz, and 31% conversion from the quiz to journal download.

As a result of this effort, we generated an email list and captive audience ahead of launching the app.