Strategy · research · UX/UI · design system
Wellness app Live beta
Loretta
I turned 14 concepts into one focused, cohesive wellness MVP ready for beta launch.
01 / The brief
A sanctuary for the nervous system
Loretta offers guided rituals for emotional clarity, regulation, and resilience.
Through my design studio, Seeji, I partnered with Loretta to turn an expansive founder-led vision into a focused, shippable product without losing its soul.
Founder prototype to beta-ready MVP.
Founder · design · engineering · motion · sound
Prioritization, product design, prototyping, and handoff.
Loretta began as an expansive vision for an emotionally intelligent wellness product. The experience was fragmented, and the MVP was difficult to define.
I aligned the team through research and product strategy, then translated that direction into a focused end-to-end product experience.
A clearer MVP, a stronger product story, and a credible foundation for beta development and the company’s next stage.
A focused MVP replaced fourteen competing ideas.
Research revealed real emotional patterns.
The complete end-to-end ritual loop entered beta.
A credible foundation for learning and the product’s next stage.
02 / The challenge
Focus the experience without losing its soul.
Loretta began with a powerful founder vision: an emotionally intelligent wellness experience grounded in expert-led practices, soulful storytelling, and a distinctive aesthetic point of view.
The early proof of concept brought that vision to life as a collection of tools and rituals, but users had little guidance on where to begin or how the individual experiences connected. The breadth of ideas made a shippable MVP impossible to define.
03 / The system
An emotion-based design system
I preserved the brand’s expressive, dreamlike character while creating repeatable interaction patterns. Each emotion can feel distinct while the product remains familiar, usable, and extendable.
04 / The cut
MVP prioritization
I built a framework that connected founder vision, user value, and engineering reality. Then I facilitated the decisions that narrowed the product from fourteen concepts to six.
Keep for MVP
Prove the emotional loop
- Arrival and mood check-in
- Emotion-matched rituals
- Reflection and saved moments
- Anchor Me for acute need
Defer with intent
Protect the promise
- Mood Garden and intention planting
- Quiet and Crash Out Corners
- The Grove for grief
- Secondary modes that fragmented return behavior
05 / The experience
Before and after comparison
I restructured the product around a single legible rhythm: arrive, name what you feel, receive a relevant ritual, reflect, and return. The personalized home became connective tissue instead of another destination.
A personalized homepage built for discovery
I transformed the homepage from a cluttered collection of features into a clear, responsive entry point. Instead of asking users to browse a self-directed library, the new home guides them toward relevant rituals based on their emotional needs.
Built for both sides of feeling
Most wellness apps only show up when someone is struggling. Loretta also helps people recognize and sustain calm and joy. Reflection closes every ritual, turning a single moment into a repeatable practice.
Ongoing engagement and progress
I designed Loretta to support return without pressure. The profile makes each person’s growth and learnings visible, while those signals shape content discovery and timely re-engagement across changing emotional seasons.
Creative content development
33 ritual experiences across six emotions. Each was shaped end to end across narrative, somatic, sound, illustration, reflection, and light or dark mode where it mattered.
A quiet guided reset
A symbolic release ritual
Box breathing for acute moments
06 / The metrics
How we’ll measure success
Not yet measuredThe engagement delivered a focused, founder-aligned product now in beta. Because beta learning is still underway, I separate what we delivered from the measures we defined to validate it.
Reflection
What I’d carry forward
The most valuable artifact wasn’t a screen. It was the decision framework that made tradeoffs visible and helped a founder defer good ideas without feeling that the vision was being erased.
I’d test the acute-anxiety experience earlier. Even one early session with that highest-stakes persona would have sharpened Anchor Me before validating the wider flow.