S.
0%
Résumé

MyxLab / Strategy case study

We didn’t start
with a problem.

Our starting point was uncertainty.

So we built one
worth solving.

Strategy / Business design / Market research

MYXLAB

Your body. Your rules. Your routine.

Role
Strategist + business designer
Focus
Market sizing, segmentation, forecasting
Team
Four collaborators
Outcome
Conceptual phygital wellness ecosystem
Begin the story ↓

Exploring before defining

Before choosing a problem, we mapped the forces shaping the market.

  1. 01Start wide
  2. 02Read the context
  3. 03Place the bet
  4. 04Pressure-test it

Main narrative / 01

We searched widely, then earned the right to narrow the market.

Process

Nine-sector exploration, secondary research, STEPIC, market sizing, 2x2 mapping, Porter’s Five Forces, and SWOT.

Decision

Investigate performance supplements as the category with the strongest intersection of growth, personalization, and design opportunity.

Turning point

Market size alone was not a strategy. Trust, scientific credibility, and adaptive delivery became the real competitive conditions.

Conclusion

We had a defensible direction. We did not yet have a validated user problem.

Trend-mapping workshop used to compare market directions
Selected project evidence

01 / Start wide

Nine sectors.
No assumed winner.

We compared sectors with different patterns of disruption, relevance, and room for innovation. Supplements emerged as the category worth investigating—not a product idea to defend.
GamingCloud gaming5GEdTechReal estateSocial designWellnessHospitalitySupplements
Team mapping industries on a whiteboard
Working sessionFrameworks were decision tools—not presentation decoration.

02 / Read the context

Six lenses.
One connected market.

STEPIC prevented a narrow category view. Market sizing, segmentation, and forecasting made signals comparable across categories, channels, geographies, and behaviors.
Macro lensSTEPIC
SSocial
TTechnological
EEconomic
PPolitical
IIndustry
CCultural
01Growth
02Categories
03Channels
04Geographies
05Preferences
06Opportunity

03 / Place the bet

Size was a signal.
It was not the strategy.

A 2×2 compared themes by potential impact and time relevance. Performance nutrition, personalization, and adaptive delivery formed the strongest direction for deeper research.
Potential impactTime relevancePersonalization + AIAyurvedaPerformance nutrition
Selected directionPerformance
supplements
Trend mapping workshop with notes arranged on a wall
2×2 in practiceA collaborative map gave the team a defensible place to investigate.

04 / Pressure-test

Promising categories can still be poor places to compete.

Porter’s Five Forces exposed the pressure structure. SWOT translated that pressure into strategic design implications.
CategoryPerformance
supplements
High

Competitive rivalry

Established brands, new entrants, and influencer-led distribution intensify competition.

High

Buyer power

Informed, price-sensitive users switch quickly when trust or value breaks down.

Moderate

New entrants

Direct-to-consumer access is easier; certification, credibility, and capital remain barriers.

Moderate

Substitutes

Whole foods and functional beverages compete with precision and convenience.

Low

Supplier power

Core ingredients are available, while traceable sourcing carries a premium.

SStrengths
Category growthPersonalization demandScience-backed products
WWeaknesses
Crowded marketCostly validationPrice sensitivity
OOpportunities
AI formulationsPerformance + cognitionAdaptive delivery
TThreats
Legacy competitorsFood alternativesChanging regulation
Strategic decision

Compete on trust, personalization, scientific credibility, and adaptive delivery—not price or louder promises.

Chapter 01 / Decision

The market gave us a direction. People would tell us whether it mattered.

Continue

Mapped. Engaged. Decoded.

The category looked attractive. Now we had to understand the people inside it.

  1. 01Build the sample
  2. 02Segment by mindset
  3. 03Synthesize
  4. 04Frame opportunity

Main narrative / 02

The market was promising. Human behavior revealed what actually mattered.

Process

110+ survey responses, 18 interviews, behavioral archetypes, empathy and journey tools, affinitization, and opportunity territories.

Decision

Segment by motivations and trust behavior instead of demographics.

Turning point

Four distinct mindsets replaced the assumption of a single supplement user.

Conclusion

Personalization, credibility, and adaptability became the criteria for the product.

Affinitization board used to synthesize research evidence
Selected project evidence

01 / Build the sample

Breadth showed the pattern.
Depth explained it.

Surveys established prevalence; interviews uncovered the beliefs, frictions, and trust signals behind the numbers.
110+survey respondents
18in-depth interviews
45–60minutes each
3survey groups
57%

regular gym-goers or athletes

56%

look for known certifications

50%

struggle with labels and brand trust

30%

want biometric + lifestyle personalization

Interview notes translated into observations and insights
Interview evidenceQuestions became notes. Notes became observations. Observations became evidence.

02 / Segment by mindset

Not one body.
Not one mindset.

Demographics could not explain supplement choices. Behaviors, motivations, and trust patterns could.
01

Performance Purist

Mastery + measurable progress

Evidence, certification, precision

02

Social Catalyst

Community validation

Taste, ease, authentic proof

03

Holistic Naturalist

Long-term health

Natural ingredients, transparency

04

Pragmatic Experimenter

Useful improvement

Clarity, flexibility, routine fit

01Archetypes
02Empathy maps
03Use scenarios
04Journey maps
05Customer profiles

03 / Synthesize

Hundreds of data points needed a path to action.

Affinitization preserved the evidence trail while turning recurring behaviors into insights and opportunities.
Affinitization board with clustered research evidence
AffinitizationIndividual evidence remained traceable as patterns became visible.
01Data points
02Affinity clusters
03Insights
04Opportunities

04 / Frame opportunity

Three patterns changed what we would build.

01

Performance, Your Way

Flexible supplements that evolve with changing fitness goals.

30% wanted personalized formulations; 42% would pay more for adjustable supplements.

02

Trust Beyond the Label

Transparency and authenticity matter more than louder claims.

29% wanted ingredient and sourcing transparency; 26% named brand trust as a challenge.

03

Wellness Without Walls

Performance and daily wellness need to behave like one routine.

26% wanted supplements that combine everyday wellness with performance.

Strategic responsePersonalizationCredibilityAdaptability

Chapter 02 / Decision

Research did not hand us a product. It gave us criteria for building one.

Continue

Strategize. Iterate. Converge.

We stopped asking for ideas and started designing a defensible system.

  1. 01Find whitespace
  2. 02Build value
  3. 03Design the business
  4. 04Converge + prioritize

Main narrative / 03

The opportunity was not another supplement. It was a connected system.

Process

Competitive mapping, Blue Ocean Strategy, value clustering, value proposition mapping, business model design, ideation, and MoSCoW.

Decision

Combine an AI selector, adaptive blends, smart dispensing, and real-time feedback.

Turning point

The concept moved from one digital feature to a phygital service operating across app, data, and place.

Conclusion

The idea now had user value, differentiation, delivery logic, and strategic boundaries.

Ideation board where the connected MyxLab system converged
Selected project evidence

01 / Find whitespace

18+ competitors.
One underserved intersection.

We compared the degree of personalization with credibility and technology integration. The open space was not another supplement—it was a trusted, adaptive system.
Credibility + technologyPersonalization
Generic OTC
Niche customization
Legacy leaders
Strategic whitespacePersonalized + credible + adaptive
Simplicity drives adoption.Trust matters more than tech.Adaptability is the future.

02 / Build value

Differentiation had to be structural.

Blue Ocean analysis, value clustering, and a value proposition map tied every feature to a user job, pain, or gain.
Blue Ocean StrategyStatic product → adaptive system
01Personalization
02Scientific validation
03Trustworthiness
04Affordability
05Flavor
06Routine + lifestyle
07Format
01

Personalization

Biometric onboarding

AI-powered blend updates

Mood + routine inputs

02

Credibility

Science receipts

Expert-backed formulas

Ingredient truth cards

03

Adaptability

Wearable adjustments

Modular blends

Smart dispensing

Customer jobsMake informed, effective supplement choices.
FeaturesAdaptive, personalized nutrition with precision.
PainsConfusion, static plans, and low trust.
RelieversClarity, expert support, app + vending access.
GainsConfidence, convenience, and visible progress.
CreatorsTracking, storytelling, and ongoing adaptation.

03 / Design the business

The concept became a business system.

The canvas forced partners, activities, channels, costs, and revenue to support the same value promise users would experience.

Partners

Fitness studios, clinics, ingredient suppliers, experts, vending partners.

Activities

Adaptive AI, modular production, content, and phygital delivery.

Resources

Personalization engine, dispensing infrastructure, sourcing protocols.

Value

Real-time, science-backed supplements shaped by body, mood, routine, and goals.

Relationships

Adaptive tracking, expert access, education, and transparent updates.

Channels

Mobile app, smart vending, gyms, clinics, and institutional partners.

Segments

Athletes, fitness enthusiasts, wellness seekers, and experimenters.

Costs

AI R&D, hardware, app, compliance, logistics, marketing, and support.

Revenue

Subscriptions, refills, expert services, testing, and B2B partnerships.

North StarsWHO → WHAT → WOW → WHY
Performance-focused athletes

Precision supplements updated through AI and biometric inputs.

Wellness seekers

Safe, evolving support through a science-first system with expert guidance.

04 / Converge + prioritize

The winning idea was not a single touchpoint.

Concept voting joined an AI selector, a smart dispenser and refill model, and real-time monitoring into one ecosystem.
Ideation board showing concepts and the final how-might-we direction
Ideation evidenceDigital intelligence, physical delivery, and feedback converged.
01AI selector
02Adaptive blend
03Smart dispenser
04Real-time feedback
MYXLAB
M

Must

Biometrics, modular blends, adaptive logic

S

Should

Trust, transparency, routine fit

C

Could

Expressive engagement features

W

Won’t now

Novelty before core value

Chapter 03 / Decision

The idea now had a market, an audience, and business logic. It still needed evidence.

Continue

Built. Tested. Refined.

People tested the system. The evidence changed it.

  1. 01Define the test
  2. 02Run four tests
  3. 03Read the signal
  4. 04Reframe the system

Main narrative / 04

People did not simply validate the concept. They showed us how it needed to change.

Process

Prioritize assumptions, frame hypotheses, then test app flow, dispenser comprehension, feature value, and usability with 12 participants.

Decision

Add journaling, clarify QR and dispensing cues, and make onboarding editable.

Turning point

Journaling changed from a nice-to-have into the emotional and behavioral input for an adaptive wellness loop.

Conclusion

Prototype 2.0 could track, explain, reflect, and adapt, not just recommend.

MyxLab dispenser concept used to connect the digital and physical experience
Selected project evidence

01 / Define the test

Two archetypes.
Two hypotheses.
One learning plan.

The Performance Purist and Pragmatic Experimenter became the priority test targets. A scoring matrix kept the team focused on assumptions with the greatest strategic risk.
Strategic value
Evidence needed
9Buy-a-Feature
9SUS
8App flow
7Vending concept
5Content + education
01We believe that
02To verify that
03And measure
04We are right if

02 / Run four tests

12 people.
5 hours.
Digital and physical.

The setup separated desirability from usability, then combined app behavior, vending comprehension, value priority, and a standardized usability signal.
01

App flow

Clickable prototype

Personalization and information worked; QR flow and editable onboarding needed clarity.

02

Smart dispenser

Visual mockup + heatmap

The top-right scanner was preferred; the dispensing zone needed a stronger cue.

03

Buy a feature

$75 constrained + open selection

AI blend, daily pickup, and flavor/format customization formed the essential bundle.

04

SUS

10-question usability scale

The experience scored 69.8 across 12 participants, indicating solid usability with focused friction to remove.

Buy-a-Feature / constrained budget$75
AI personalized blend$30
Daily pickup$25
Flavor + format$20
Expert chat$15
SUS score69.8n = 12

Solid overall usability, with a minor learning curve and targeted complexity around onboarding, scanning, and dispensing.

03 / Reframe

Testing did not validate the first version.
It made the second version better.

Journaling became a strategic input, not an engagement extra. It added reflection to the biological feedback loop and changed the business model, product experience, and brand story.
AddJournaling data engine
ClarifyQR scan + dispensing cues
EnableEditable onboarding
KeepPersonalization, credibility, adaptability
ExtendAthletes → fitness + health-aware users
Reframed ZAG17 strategic questions

The brand moved from functional personalization to a living system shaped by biology, mindset, and reflection.

  1. 01Who are you?
  2. 02What do you do?
  3. 03What’s your vision?
  4. 04What wave are you riding?
  5. 05What shares your brandscape?
  6. 06What makes you the only?
  7. 07What should you add or subtract?
  8. 08Who loves you?
  9. 09Who’s the enemy?
  10. 10What do they call you?
  11. 11How do you explain yourself?
  12. 12How do you spread the word?
  13. 13How do people engage?
  14. 14What do they experience?
  15. 15How do you earn loyalty?
  16. 16How do you extend success?
  17. 17How do you protect the portfolio?
Prototype 1.0Onboard → recommend → dispense
→
Prototype 2.0Onboard → track → journal → explain → adapt → dispense

Chapter 04 / Decision

The strongest feature was no longer a recommendation. It was a learning loop.

Continue

Formulated to win

A strong concept still needed to become a credible business story.

  1. 01Align the narrative
  2. 02Blueprint the service
  3. 03Model viability
  4. 04Build the pitch

Main narrative / 05

A desirable system still needed a credible route to market.

Process

Creative briefs, SCAMPER, service blueprinting, revenue design, financial scenarios, storyboarding, and pitch refinement.

Decision

Pair flexible individual subscriptions with institutional partnerships in gyms, clinics, campuses, and wellness programs.

Turning point

The pitch stopped describing features and started connecting human tension, product proof, business logic, and vision.

Conclusion

The strategy could now be explained, operationalized, and discussed as a fundable planning case.

MyxLab mobile product render used in the final product story
Selected project evidence

01 / Align the narrative

Strategy had to survive the handoff to story.

Four creative briefs explored product, UX, behavior, and brand from different angles. The strongest ideas were synthesized into one direction.
01

Creative brief

Align product, behavioral, UX, and brand perspectives around one narrative.

02

SCAMPER

Challenge the static pill, combine biometrics with dispensing, and extend the system into new contexts.

03

Service blueprint

Connect app and vending moments to data, logistics, expert support, and operations.

04

Revenue architecture

Model flexible B2C subscriptions alongside predictable B2B and B2B2C partnerships.

05

Financial scenarios

Frame a $250K core MVP and a $500K ambitious launch as planning cases—not guaranteed outcomes.

06

Storyboarding

Turn research, proposition, demo, business logic, and vision into an investor-readable arc.

02 / Blueprint the service

The promise crossed more than one screen.

The service blueprint exposed the coordination needed among the user, app, dispenser, personalization engine, experts, and operations.
UserOnboardTrackScanCollectReflect
FrontstageMobile appDaily planVending UIBlendJournal
BackstageRecords syncAI engineQR identityInventoryExpert logic
OperationsComplianceFormulationMaintenanceFulfillmentSupport

03 / Model viability

One system.
Two routes to market.

Flexible individual plans answered user needs; institutional models offered predictable revenue and access where routines already happen.
B2C

Subscription + on-demand

Adaptive blend plans, refills, biometric testing, and expert consultations.

B2B / B2B2C

Institutional partnerships

Gyms, clinics, campuses, and corporate wellness through monthly or per-user models.

TAM$45.2B

Performance supplements

SAM$6.2B

Addressable segment

SOM~$40M

Initial obtainable market

Planning scenariosInvestment logic
$250K

Core MVP / three machines / essential technology

$500K

Ambitious launch / five machines / advanced AI / brand + operating buffer

Hardware, software, compliance, launch, operations, and working capital.

04 / Build the pitch

The final story needed to be clear, emotional, and investor-readable.

Storyboarding exposed gaps before presentation design. Feedback tightened the opening, simplified the business model, reduced repetition, and strengthened the final product reveal.
01Human tension
02Market proof
03Problem
04Solution
05Differentiation
06Product demo
07Business model
08Roadmap
09The ask
10Vision
Year 1Finalize product + pilot
Year 2Launch smart vending network
Year 3Deepen AI + expert services
Year 4Scale partnerships + new contexts

Chapter 05 / Decision

The strategy could now be explained, delivered, and funded. It was time to reveal the system.

Continue

Backed by biology. Built for you.

The final answer was not a bottle.
It was a living wellness system.

  1. 01Meet MyxLab
  2. 02Follow the loop
  3. 03See the product
  4. 04Recognition

Main narrative / 06

The final answer was a living loop between body, data, and routine.

Process

Connect health inputs, understand goals, personalize the blend, dispense on-site, reflect, and adapt the next recommendation.

Decision

Resolve the product as a conceptual phygital ecosystem: an AI-powered app plus smart dispensers.

Turning point

Static supplements became a transparent, user-controlled service that could evolve with the person.

Conclusion

MyxLabs received a 2025 International Design Awards Honorable Mention in Product Design.

Final MyxLab smart dispenser concept
Selected project evidence

Introducing

MYXLAB

Your body. Your rules. Your routine.

MyxLab is a conceptual phygital ecosystem that uses an AI-powered app and smart dispensers to deliver adaptive, data-driven nutritional blends.

MyxLab smart supplement dispenser concept

01 / The value

Smart. Seamless.
Personal.

The system closes the trust and personalization gap by replacing static products with an experience that can learn, explain, and adapt.
01

Dynamic phygital experience

Smart vending, biometrics, and the mobile experience work as one service.

02

AI-driven personalization

The blend evolves with live inputs instead of remaining a static product.

03

Transparent support

Expert access, visible rationale, and science-first communication build trust.

01

Connect

Wearables + records

02

Understand

Body + goals + routine

03

Personalize

AI shapes the blend

04

Dispense

Scan + collect on-site

05

Reflect

Track + journal

06

Adapt

The next blend evolves

MYX
LAB
MyxLab mobile application shown on a phone mockup
Mobile experienceOnboarding, tracking, records, journaling, explanations, and the daily blend.
MyxLab smart dispenser in a gym environment
Physical experiencePersonalized nutrition delivered where the routine already happens.

02 / Strategy closure

Every framework now connected to one system.

The final value proposition, business model, fit check, service blueprint, and scorecard describe the same experience from different strategic angles.
CustomerConfidence, relevance, engagement
StakeholderGrowth, partnerships, sustainability
ProcessOnboarding, blend accuracy, dispensing
KnowledgeFeature adoption, R&D, expert input
“A dynamic, user-controlled system that evolves with each person’s health journey.”Final solution principle
IDA2025

International Design Awards

Honorable
Mention.

MyxLabs: Your Body. Your Rules. Your Routine.

View the official recognition ↗
Discipline
Product Design
Project location
Savannah, Georgia, USA
Design team
Isha Deosthali, Prerit Jain, Sravan Puli, Milap Salot
Evidence layer Expand the complete framework and process index.+

01 / Market

Secondary research · STEPIC · market sizing · segmentation · forecasting · 2×2 trend map · Porter’s Five Forces · SWOT

02 / People

Survey · interviews · user groups · archetypes · empathy maps · use scenarios · journey maps · customer profiles · affinitization · opportunity territories

03 / Strategy

Competitive research · 2×2 positioning · Blue Ocean Strategy · value clustering · value proposition map · Business Model Canvas · North Stars · concept voting · MoSCoW · Balanced Scorecard

04 / Validation

Test-target prioritization matrix · hypothesis framework · user vs. usability testing · app flow · vending heatmap · Buy-a-Feature · SUS · reframed BMC · value pillars · value proposition · ZAG 17 steps · Prototype 2.0

05 / Commercialization

Creative briefs · SCAMPER · service blueprint · B2C / B2B / B2B2C revenue models · financial scenarios · TAM / SAM / SOM · storyboarding · pitch feedback · roadmap · investment ask

06 / Resolution

Executive summary · poster iteration · product demo · phygital journey · final Business Model Canvas · fit check · final value proposition · final value pillars · interaction flow · Balanced Scorecard

The main narrative foregrounds consequential decisions. Detailed working artifacts remain available here without turning the case study into a process dump.