Humanising biological testing

ZOE Health packaging & onboarding

The challenge: ZOE’s holistic approach to nutrition involves quite complicated and mildly scary biological tests like finger pricks, a glucose monitor and stool samples over the course of a week. Many kits like ours don’t explain why each step is important and what you can learn about yourself, instead they are littered with worrying or complicated language.

The approach: To make the design feel more friendly and less forensic, we took references from modernist art and consumer packaging to be playful with the steps of the process over the week-long testing period. Each box explained (simply) why each step was important and what you’d learn by going through each test.

The testing kit came complete with shape magnets, helpful tutorials and a week-long visual guide of the process to pop on the fridge alongside our testing app. Compared to other testing programs, we made sure that video tutorials were warm and encouraging with a friendly nutritionist explaining the process clearly.

Results: The packaging and onboarding experience received top marks from users with an NPS of 85. The experience was called friendly, helpful and took away any worries they had about the testing week.

Packaging made in collaboration with Dan Greene.