NBC Universal
Start TODAY
Engaging younger users in NBC’s newest wellness app, Start TODAY, through intuitive and meaningful daily rituals
As part of my internship at NBC, I led product research, strategy, and design for the Start TODAY app. The app was released in December 2024, and although the app was successful within the show's typical age demographic (50+ y.o.), the app failed to gain much traction with younger users.
I conducted user research to understand the wellness goals, priorities, and habits of younger users (Gen Z and millennial), and prototyped/tested new features that would allow Start TODAY to stand out in the crowded health and wellness space.
User Experience Intern for NBC News Growth Team (Fall 2024 to Spring 2025)
Starting the day with gratitude and intentionality
The new daily check-in incorporates scientifically backed practices such as gratitude journaling, diaphragmatic breathing, and mindful intention-setting, in response to user research indicating that Gen Z greatly prioritizes mental wellness.
GEN Z RESEARCH INSIGHTS
100%
saw physical and mental health as being highly interconnected
86%
prioritized mindfulness as a must-have feature in a wellness app
Jump to full research overview
Small time commitment, big impact
During usability testing, all users were able to complete the entire daily check-in flow in under 5 minutes. The check-in was designed to integrate seamlessly into each user's daily routine as a short, relaxing ritual without becoming a nuisance to keep up with.
A guided diaphragmatic breathing exercise, tailored for busy lifestyles
The interface for the new breath timer is minimal and distraction-free to promote a calm and focused headspace. Users can customize the breathing intervals as well as the length of the overall exercise, which is set by default to take just 3 minutes every morning.
USABILITY TESTERS SAID…
"I love the breath timer. It's so soothing to look at, and I haven't seen anything like this in other wellness apps." (31F)
"I could see myself using this everyday, it's really relaxing and so quick to do." (30M)
New notification funnels to increase daily app engagement
My user research found that the primary obstacle Gen Z and millennial users encountered in reaching their health goals was maintaining consistency. To help establish a system of accountability, I added ways for users to set custom notifications and reminders in the app, so that users could integrate the Start TODAY app into their daily routine on their own schedule.
Jump to full research overview
Facilitating daily engagement through homescreen widgets
Users can add the new Start TODAY widget to their homescreen to be reminded throughout the day of the intention they set during their daily check-in.
Research
What do younger users look for in a wellness app?
Over the course of my internship, I conducted 3 in-depth, successive rounds of research to understand who our potential Gen Z and millennial customers were and how we might reach them:
Study 1
Exploratory A/B Test
In a series of unmoderated user interviews (n=9) with Gen Z (<27 y.o.) participants who were interested in improving their physical health, I showed users the App Store pages for 3 different wellness apps and asked them to choose which they would be most likely to download:
1 selected Start TODAY
8 selected a competitor
Although some users appreciated that Start TODAY was beginner-friendly, the app did not resonate with most of these users, who reported that the app did not align with their goals.
USER INSIGHTS
"There was nothing that looked very personalized in Start TODAY. It looked like just a place to get content."
(23F)
"I want an app that collects data and helps me visualize my progress, and Start TODAY doesn't seem to do that."
(26F)
Study 2
A/B Test with Wellness Beginners
In a follow up to Study 1, I launched additional user interviews (n=9) with new screener requirements so that I could reach members of Gen Z who were wellness beginners, because the results of Study 1 suggested that this might be the best target demographic for Start TODAY.
Start TODAY gained more traction with this group than with those from Study 1. 3/9 participants shared that they were caught between FitOn and Start TODAY in their final choice, but ultimately most participants selected FitOn because of its meditation and mindfulness exercises.
USER INSIGHTS
"It didn't seem like Start TODAY had anything relating to wellness for mental health or anything like that."
(23F)
"I think wellness is very holistic and it is important for an app to address not just physical but mental wellness."
(22M)
Study 3
Moderated Interviews & Usability Testing
To get more detailed qualitative data about both Gen Z and millennial users and to test out my prototype of the daily check-in feature, I conducted 6 moderated user interviews with participants <34 y.o. who were wellness beginners.
Users went through the daily check-in flow and were asked to share what they thought about it. Was it valuable? Could they see themselves using it?
USER INSIGHTS
"This is exactly what I want for my mornings."
(31F)
“I like that I can set up a reminder to do it again later, especially if it’s a stressful day or something like that.”
(28M)
“I appreciate this feature a lot, I like living with purpose and with intentionality, so I like having this opportunity.”
(30M)
Reflection
A wonderful year, spent learning from wonderful people
I had the honor of working with so many amazing and passionate people during my year at NBC, not only on my immediate team (User/Customer Experience), but on the broader Growth team and neighboring Product, Marketing, and Editorial teams. Thank you to everyone at NBC who made this year so rewarding and so special!
Growth team interns !
© Ainsley Cunningham 2025