A conceptual NuNite platform business model: AI-based health coaching for habits, sleep, and nutrition

Azhan, Mohammad Harith and Ahmad Nizam, Muhammad Afiq and Muhd Zhuri, Muhammad Afiq Adli and Saleem, Naila and Ahmad Dahlan, Abdul Rahman (2026) A conceptual NuNite platform business model: AI-based health coaching for habits, sleep, and nutrition. International Journal of Computer Science and Information Technology Research, 14 (2). pp. 216-230. ISSN 2348-1196 E-ISSN 2348-120X

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Abstract

To develop a conceptual business model for NuNite, a digital platform and mobile application, to develop solutions for target customer segments, which are students, working professionals, B40 seekers, and donors, who suffer from fatigue, poor sleeping patterns, and inconsistent adherence to health-promoting behaviors, as a result of busy lifestyles and information overload. Solving these problems is relevant to the 13th Malaysia Plan (13MP), which focuses on the improvement of public health and wellbeing, and the National 4IR Policy, which advocates the use of emerging digital technologies such as Artificial Intelligence (AI) to improve the quality of life. Using basic Artificial Intelligence (AI) technology and user-centric design logic, NuNite is providing a digital health solution that is sustainable and enables people to improve their health. The approach used for this study incorporates the Design Thinking methodology with literature review, competitor Business Model Canvas (BMC) benchmarking, and survey-based validation to understand user needs. The BMC, Value Proposition Canvas (VPC), and Environment Map (EM) were used to develop an initial business model prototype, which was tested using a survey with target customer segments. The validated business model and prototype were then established, and a strategy canvas was created to compare with other established competitors. The results showed that many people want easy health solutions that are personalized and offer little effort. This response was the impetus for the validated business model, which focused on micro-habit interventions and self-guidance as the main components. Building on the research done, future works will focus on developing a complete business plan centred around the validated model.

Item Type:	Article (Journal)
Uncontrolled Keywords:	mobile application, B40, fatigue, artificial intelligence (AI), Design Thinking, micro-habits.
Subjects:	T Technology > T Technology (General) > T55.4 Industrial engineering.Management engineering. > T58.6 Management information systems
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Information and Communication Technology > Department of Information System Kulliyyah of Information and Communication Technology > Department of Information System Kulliyyah of Information and Communication Technology Kulliyyah of Information and Communication Technology
Depositing User:	Ts. Abdul Rahman Ahmad Dahlan
Date Deposited:	29 Jul 2026 14:35
Last Update:	29 Jul 2026 14:35
Queue Number:	2026-07-Q4310
URI:	http://irep.iium.edu.my/id/eprint/130260

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