Redefining pelvic floor health and exercises. Bringing women together to feel empowered and supported through an empathetic and engaging mobile user experience and gamification.

With the core belief that everyone should have the freedom to pursue the life they choose, and the support to overcome the stresses and symptoms of pelvic floor weakness. Dew’s main approach was to create a product that empathizes with the user. Through numerous user interviews and quantitative research, we understood that the current market for pelvic floor devices was saturated with evasive products and boring, demotivating digital experiences.

Moving forward, our main purpose was to help users reach their fullest pelvic health potential by creating an approachable and friendly product that understands the user and emphatizes with their situation.

The visual identity was driven by our primary user demographic. Through benchmarking, we explored various brand identity directions, presenting them to users to gauge resonance. After narrowing down options, it became clear that our target audience preferred a minimalistic and subtle design for the device, with a digital identity reflecting a nature-inspired and freeing vibe. User interviews highlighted the desire for increased outdoor activity and acceptance of urinary tract issues as natural occurrences. As a result, our digital brand identity was crafted to evoke a sense of nature and acceptance, aligning with users' aspirations for freedom and embracing the body's natural processes.

A physical and digital product that takes pelvic floor exercises into a more immersive and intentional experience. With a minimalist non-invasive physical, Dew is a new device in the market that can be worn at any time.  Accompanied by a personalized gamified digital experience, Dew will keep you engaged and motivated through gamified exercises, progress tracker, and supportive community.