01 · Problem
The brief, in one breath
Wellness apps optimise for engagement metrics that work against the user. The team wanted the opposite — a product that quietly succeeds and gets out of the way.
02 · Research
Listening before drawing
Diary studies with twelve coaches and forty clients. Service-blueprint workshops to map every touchpoint from intake to graduation.
03 · User insights
What we heard, distilled.
- 01The coach is the product — design for the relationship, not the streak.
- 02Reflection requires friction; capture requires none.
- 03Progress that respects the body uses soft data, not hard numbers.
04 · Design system
Systems first, screens second
A sage-on-ivory palette, oversized serif moments for reflection, and a chat surface designed to feel like a journal rather than a messenger.
05 · Results
What changed.
+58%
Client follow-through
6.4
Coach hours saved / week
4.9
App Store rating