Android

iOS

B2C

Taking a wellness app from zero-to-launch

A coach-match platform where Ayurveda seekers can find 1-on-1 guides for tailored health plans.

Skip to the designs

Android

iOS

B2C

Taking a wellness app from zero-to-launch

Taking a wellness app from zero-to-launch

A coach-match platform where Ayurveda seekers can find 1-on-1 guides for tailored health plans.

Summary

The ask

Unilever asked me and the team at the
🔗 Product Science Group, a tactical, hands-on team of product consultants, to figure out the best digital platform for delivering Ayurveda to US markets—and launch an MVP in 3 months.

My contributions

Just like in-house roles I've held, I led product design end-to-end: facilitated remote Google Design Sprints during discovery, partnered on behavioral research to find the right user segment, designed the full coaching flow and design system, and co-owned post-launch iteration strategy, turning feedback into KPI-meeting improvements.

Skip to the designs

Team

Designer • Me 👒
Engineer
User Researcher

PM (2) • Ours + Client

Ayurvedic Doctor • Client

Testimonial

Holly Hester-Reilly

CEO & Founder

@productsciencegroup

Mark stands out for his high level of empathy with both users and collaborators, his creativity, and his ability to see the big picture. When we worked together on a wellness app, he did a great job of conducting user interviews, creating mockups and wireframes, and testing with potential users.

10:16am • Oct 16, 2025

  • 18%

    of new users retained at end of the 1st month

  • 72%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Skip to the designs

Skip to the designs

Skip to the designs

Summary

Team

Designer • Me 👒
Engineer
User Researcher

PM (2) • Ours + Client

Ayurvedic Doctor • Client

Testimonial

Holly Hester-Reilly

CEO & Founder

@productsciencegroup

Mark stands out for his high level of empathy with both users and collaborators, his creativity, and his ability to see the big picture. When we worked together on a wellness app, he did a great job of conducting user interviews, creating mockups and wireframes, and testing with potential users.

10:16am • Oct 16, 2025

The ask

Unilever asked me and the team at the
🔗 Product Science Group, a tactical, hands-on team of product consultants, to figure out the best digital platform for delivering Ayurveda to US markets—and launch an MVP in 3 months.

My contributions

Just like in-house roles I've held, I led product design end-to-end: facilitated remote Google Design Sprints during discovery, partnered on behavioral research to find the right user segment, designed the full coaching flow and design system, and co-owned post-launch iteration strategy, turning feedback into KPI-meeting improvements.

  • 18%

    of new users retained at end of the 1st month

  • 72%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Summary

Team

Designer • Me 👒
Engineer
User Researcher

PM (2) • Ours + Client

Ayurvedic Doctor • Client

Testimonial

Holly Hester-Reilly

CEO & Founder

@productsciencegroup

Mark stands out for his high level of empathy with both users and collaborators, his creativity, and his ability to see the big picture. When we worked together on a wellness app, he did a great job of conducting user interviews, creating mockups and wireframes, and testing with potential users.

10:16am • Oct 16, 2025

The ask

Unilever asked me and the team at the
🔗 Product Science Group, a tactical, hands-on team of product consultants, to figure out the best digital platform for delivering Ayurveda to US markets—and launch an MVP in 3 months.

My contributions

Just like in-house roles I've held, I led product design end-to-end: facilitated remote Google Design Sprints during discovery, partnered on behavioral research to find the right user segment, designed the full coaching flow and design system, and co-owned post-launch iteration strategy, turning feedback into KPI-meeting improvements.

  • 18%

    of new users retained at end of the 1st month

  • 72%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Summary

Team

Designer • Me 👒
Engineer
User Researcher

PM (2) • Ours + Client

Ayurvedic Doctor • Client

Testimonial

Holly Hester-Reilly

CEO & Founder

@productsciencegroup

Mark stands out for his high level of empathy with both users and collaborators, his creativity, and his ability to see the big picture. When we worked together on a wellness app, he did a great job of conducting user interviews, creating mockups and wireframes, and testing with potential users.

10:16am • Oct 16, 2025

The ask

Unilever asked me and the team at the
🔗 Product Science Group, a tactical, hands-on team of product consultants, to figure out the best digital platform for delivering Ayurveda to US markets—and launch an MVP in 3 months.

My contributions

Just like in-house roles I've held, I led product design end-to-end: facilitated remote Google Design Sprints during discovery, partnered on behavioral research to find the right user segment, designed the full coaching flow and design system, and co-owned post-launch iteration strategy, turning feedback into KPI-meeting improvements.

  • 18%

    of new users retained at end of the 1st month

  • 72%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Launching the MVP

Business context

Problem

Unilever wants to expand their Ayurvedic lifestyle brand, "Pukka," into the US, but they don't have a viable business model that they’re confident Americans will adopt.

What is Ayurveda? 🤔

Ayurveda is an ancient, holistic medical practice from India built on the premise that each person has a unique constitution that in order to work best requires a personalized set of diets, daily habits, and practices like yoga & meditation.

User context

Initial assumptions

Unilever assumed the target was women ages 21-35 in California who do yoga, believing their fitness lifestyle would align with Ayurveda.

I partnered with our researcher to run discovery interviews and debunked the assumption; we found stronger interest among seekers of alternative healthcare.

Finding the right users

I led remote design sprints, creating low-fi Balsamiq prototypes we tested with this new audience. Combined with PM analysis, we identified 1-on-1 health coaching as the viable model—small segment, but highest willingness to pay and lowest barrier (already used to coaching).

Key insight Users who felt better within 2-4 weeks of coaching were most likely to stick with a program and become advocates—giving us a clear proxy for long-term retention.

Target MVP Persona

Los Angeles

Social Media Manager

$80k/yr

Taylor, 26

"I want to improve my health and wellness with Ayurveda, but I’m overwhelmed by the complexity."

Taylor has dealt with chronic digestive issues for 3 years that haven't responded to Western treatments. She's already invested in acupuncture and works with a nutritionist, so she's comfortable with holistic approaches and coaching models. She follows wellness influencers who frequently mention Ayurveda's effectiveness for gut health—worth a try if it brings relief.

Design hypothesis

Hypothesis

Through a personalized coach-match experience, users will feel better within 2–4 weeks of coaching and >70% of users be likely to retain for a full 90-day program.

Defining MVP requirements

Success criteria

  • 70% feel better in 2-4 weeks → retain for full program (viability threshold)

Design requirements

  • Qualify users most likely to purchase coaching

  • Match them with the right coach

  • Keep users engaged during coaching experience

  • Track wellness improvement in-app

Launching the MVP

Business context

Problem

Unilever wants to expand their Ayurvedic lifestyle brand, "Pukka," into the US, but they don't have a viable business model that they’re confident Americans will adopt.

What's "Ayurveda?" 🤔

Ayurveda is an ancient, holistic medical practice from India built on the premise that each person has a unique constitution that in order to work best requires a personalized set of diets, daily habits, and practices like yoga & meditation.

User context

Initial assumptions

Unilever assumed the target was women ages 21-35 in California who do yoga, believing their fitness lifestyle would align with Ayurveda.

I partnered with our researcher to run discovery interviews and debunked the assumption; we found stronger interest among seekers of alternative healthcare.

Finding the right users

I led remote design sprints, creating low-fi Balsamiq prototypes we tested with this new audience. Combined with PM analysis, we identified 1-on-1 health coaching as the viable model—small segment, but highest willingness to pay and lowest barrier (already used to coaching).

Key insight Users who felt better within 2-4 weeks of coaching were most likely to stick with a program and become advocates—giving us a clear proxy for long-term retention.

Target MVP Persona

Los Angeles

Social Media Manager

$80k/yr

Taylor, 26

"I want to improve my health and wellness with Ayurveda, but I’m overwhelmed by the complexity."

Taylor has dealt with chronic digestive issues for 3 years that haven't responded to Western treatments. She's already invested in acupuncture and works with a nutritionist, so she's comfortable with holistic approaches and coaching models. She follows wellness influencers who frequently mention Ayurveda's effectiveness for gut health—worth a try if it brings relief.

Design hypothesis

Hypothesis

Through a personalized coach-match experience, users will feel better within 2–4 weeks of coaching and >70% of users be likely to retain for a full 90-day program.

Defining MVP requirements

Success criteria

  • 70% feel better in 2-4 weeks → retain for full program (viability threshold)

Design requirements

  • Qualify users most likely to purchase coaching

  • Match them with the right coach

  • Keep users engaged during coaching experience

  • Track wellness improvement in-app

Launching the MVP

Business context

Problem

Unilever wants to expand their Ayurvedic lifestyle brand, "Pukka," into the US, but they don't have a viable business model that they’re confident Americans will adopt.

What's "Ayurveda?" 🤔

Ayurveda is an ancient, holistic medical practice from India built on the premise that each person has a unique constitution that in order to work best requires a personalized set of diets, daily habits, and practices like yoga & meditation.

User context

Initial assumptions

Unilever assumed the target was women ages 21-35 in California who do yoga, believing their fitness lifestyle would align with Ayurveda.

I partnered with our researcher to run discovery interviews and debunked the assumption; we found stronger interest among seekers of alternative healthcare.

Finding the right users

I led remote design sprints, creating low-fi Balsamiq prototypes we tested with this new audience. Combined with PM analysis, we identified 1-on-1 health coaching as the viable model—small segment, but highest willingness to pay and lowest barrier (already used to coaching).

Key insight Users who felt better within 2-4 weeks of coaching were most likely to stick with a program and become advocates—giving us a clear proxy for long-term retention.

Target MVP Persona

Los Angeles

Social Media Manager

$80k/yr

Taylor, 26

"I want to improve my health and wellness with Ayurveda, but I’m overwhelmed by the complexity."

Taylor has dealt with chronic digestive issues for 3 years that haven't responded to Western treatments. She's already invested in acupuncture and works with a nutritionist, so she's comfortable with holistic approaches and coaching models. She follows wellness influencers who frequently mention Ayurveda's effectiveness for gut health—worth a try if it brings relief.

Design hypothesis

Hypothesis

Through a personalized coach-match experience, users will feel better within 2–4 weeks of coaching and >70% of users be likely to retain for a full 90-day program.

Defining MVP requirements

Success criteria

  • 70% feel better in 2-4 weeks → retain for full program (viability threshold)

Design requirements

  • Qualify users most likely to purchase coaching

  • Match them with the right coach

  • Keep users engaged during coaching experience

  • Track wellness improvement in-app

Designs

  • Onboarding screens focus on building a user profile to qualify readiness + match with a coach.

    Swipe to view
  • Not every screen in flow pictured

  • Coach browsing uses profile + filters to surface recommended matches so users can schedule an intro sesh.

  • Scroll

  • Check-in screens track progress + build habits to engage users and improve wellness outcomes.

    Scenario: User is actively on a coaching package.
  • Not every screen in flow pictured

  • You made it to the end!

    Please enjoy a digital cookie: 🍪

    And maybe go have a real one :-)

Post-launch

Outcomes

MVP Shipped (~20 Screens)

Story about what happened post-launch lorem ipsum dolor sit amet Praesent sed sapien lectus. Mauris a nulla a sem suscipit auctor quis congue nulla.

Slight (but critical) underperformance

Curabitur tellus mauris, blandit quis faucibus et, ultricies et mi. Maecenas aliquam tortor ac egestas consectetur. Integer sed tortor ac ex ornare efficitur.

18%

8% is standard for Wellness apps

of new users retained at the end of the 1st month

68%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Design iteration

✨

Connect to Content

Add layers or components to swipe between.

Outcomes, again

Story about what happened post-launch lorem ipsum dolor sit amet Praesent sed sapien lectus. Mauris a nulla a sem suscipit auctor quis congue nulla. Curabitur tellus mauris, blandit quis faucibus et, ultricies et mi. Maecenas aliquam tortor ac egestas consectetur. Integer sed tortor ac ex ornare efficitur.

72%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Design system

Atomic design system

Are you vibing? Let's chat!

enachemark@gmail.com

Resumé
Linkedin
Wellfound

mark.design

All right reserved © Mark Enache 2025

Are you vibing? Let's chat!

enachemark@gmail.com

Resumé
Linkedin
Wellfound

mark.design

All right reserved © Mark Enache 2025

Are you vibing? Let's chat!

enachemark@gmail.com

Resumé
Linkedin
Wellfound

mark.design

All right reserved © Mark Enache 2025

Launching the MVP

Business context

Problem

Unilever wants to expand their Ayurvedic lifestyle brand, "Pukka," into the US, but they don't have a viable business model that they’re confident Americans will adopt.

What's "Ayurveda?" 🤔

Ayurveda is an ancient, holistic medical practice from India built on the premise that each person has a unique constitution that in order to work best requires a personalized set of diets, daily habits, and practices like yoga & meditation.

User context

Initial assumptions

Unilever assumed the target was women ages 21-35 in California who do yoga, believing their fitness lifestyle would align with Ayurveda.

I partnered with our researcher to run discovery interviews and debunked the assumption; we found stronger interest among seekers of alternative healthcare, especially for chronic illness.

Finding the right users

I led remote design sprints, creating low-fi Balsamiq prototypes we tested with this new audience. Combined with PM analysis, we identified 1-on-1 health coaching as the viable model—small segment, but highest willingness to pay and lowest barrier (already used to coaching).

Key insight Users who felt better within 2-4 weeks of coaching were most likely to stick with a program and become advocates—giving us a clear proxy for long-term retention.

Target MVP Persona

Los Angeles

Social Media Manager

Seeking

Taylor, 26

"Ayurveda sounds like something that could really help me, but I'm overwhelmed by the complexity."

Taylor has dealt with chronic digestive issues for 3 years that haven't responded to Western treatments. She's already invested in acupuncture and works with a nutritionist, so she's comfortable with holistic approaches and coaching models. She follows wellness influencers who frequently mention Ayurveda's effectiveness for gut health—worth a try if it brings relief.

Design hypothesis

Hypothesis

Through a personalized coach-match experience, users will feel better within 2–4 weeks of coaching and >70% of users be likely to retain for a full 90-day program.

Defining MVP requirements

Success criteria

  • 70% feel better in 2-4 weeks → retain for full program (viability threshold)

Design requirements

  • Qualify users most likely to purchase coaching

  • Match them with the right coach

  • Keep users engaged during coaching experience

  • Track wellness improvement in-app

Designs

  • Onboarding screens focus on building a user profile to qualify readiness + match with a coach.

    Scroll
  • Not every screen in flow pictured

  • Coach browsing uses profile + filters to surface recommended matches so users can schedule an intro sesh.

  • Scroll

  • Check-in screens track progress + build habits to engage users and improve wellness outcomes.

    Scenario: User is actively on a coaching package.
  • Not every screen in flow pictured

  • You made it to the end!

    Please enjoy a digital cookie: 🍪

    And maybe go have a real one :-)

Post-launch

Outcomes

MVP Shipped (~20 Screens)

Story about what happened post-launch lorem ipsum dolor sit amet Praesent sed sapien lectus. Mauris a nulla a sem suscipit auctor quis congue nulla.

Slight (but critical) underperformance

Curabitur tellus mauris, blandit quis faucibus et, ultricies et mi. Maecenas aliquam tortor ac egestas consectetur. Integer sed tortor ac ex ornare efficitur.

18%

8% is standard for Wellness apps

of new users retained at the end of the 1st month

68%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Design iteration

✨

Connect to Content

Add layers or components to swipe between.

Outcomes, again

Story about what happened post-launch lorem ipsum dolor sit amet Praesent sed sapien lectus. Mauris a nulla a sem suscipit auctor quis congue nulla. Curabitur tellus mauris, blandit quis faucibus et, ultricies et mi. Maecenas aliquam tortor ac egestas consectetur. Integer sed tortor ac ex ornare efficitur.

72%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Design system

Atomic design system

Are you vibing? Let's chat!

enachemark@gmail.com

Resumé
Linkedin
Wellfound

mark.design

All right reserved © Mark Enache 2025