GoBro — A Service for Men's Wellbeing
The Brief —
Expanding Self-Confidence Horizon of Men by Philips
Expanding self-confidence in showing vulnerability is challenging for men. This project examines the context and situation in London, asking, "Why do men not prioritise their own self-care?" It involves 6 months of research and service development.
"The service meets users where they are; making use of the apps they already use and forging connections in the physical spaces they already frequent. The result is a service that promises more meaningful interactions and deeper relationships among men."
— Jury Statement
Strategy & Experience Design
London
January - June 2025
Current State - Investment
Lead of research & design team
Service Design Challenge 2025 Winner
Research Insights —
No Time to Take Care of Themselves but Will Do If Companionship Exist
We examined the barriers of men avoiding or de-prioritising their own well-being, as well as what could be potential opportunities that could motivate them to do self-care.
The Idea —
Make it Fun, Low Barrier and Relationship Bonding
From research, we asked what can add value to men apart from existing self-care practices and available services, e.g. gym, sports, running club, men's club? These preferences are translated into 6 design principles that guide our upcoming design phase.
The phygital integrated service with existed apps aims to reward and incentivise doing self-care activities (physical & social) in companionship, to motivate men to do self-care despite busy schedules.
"There is a thing about making fun of your mates, but it's a way of checking on each other."
