Overview
Final project for the Consumer Behaviour course at Universidad Villanueva in Madrid, developed during my exchange semester. I designed WELL-B, a concept for a wellness app that tracks six health domains and guides users through LIVIA, a personal life and vitality coach.
The project was delivered in three outputs:
Video YouTube linkPromotional video presenting the app and its value propositionOpen
Report .pdf fileProject report explaining the concept, target, positioning and business modelOpen PDF
Brand and UI image galleryBrand and UI assets: logos, iPhone mockups and icon setView gallery
Key Tasks
- Defined the concept and target user, applying consumer behaviour frameworks such as Maslow’s hierarchy of needs, the AIDA model and gamified loyalty
- Developed the full brand identity in Adobe Illustrator, from the WELL-B and LIVIA logos to lettering and colour palette
- Designed the app’s UI/UX, iPhone mockups and icon set in Figma
- Edited the promotional video in Final Cut Pro X
- Built the business model: free core app with a €4.99 monthly premium tier
- Aligned the concept with the UN Sustainable Development Goals (SDG 3, 4, 10, 13)
Core Insights
One app, the whole wellbeing journey: six health domains in a single experience, with a personal coach that turns tracking into guidance
Communication follows the user, not the technology: AI powers the personalisation, but customer-facing messages focus on benefits rather than on the technology itself
Freemium for adoption, premium for engagement: a free entry point lowers the barrier, while gamified loyalty drives the upgrade