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

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 (x2) • Ours + Client

Ayurvedic Doctor • Client

Testimonial

Holly Hester-Reilly

CEO & Founder

@productsciencegroup

When we worked together on a wellness app, Mark did a great job of creating wireframes, testing with users. His high level of creativity and empathy with both users and collaborators stood out.

10:16am • Oct 16, 2025

  • 18%

    of new users retained at end of the 1st month

  • 73%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

  • 18%

    of new users retained at end of the 1st month

  • 73%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

  • 18%

    of new users retained at end of the 1st month

  • 73%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Building 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 market 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).

Mission-critical wellness outcome

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 had mystery chronic digestive issues for years that Western allopathic medicine hasn’t helped with. She’s already invested a lot in alternative treatments and follows several wellness influencers who mention that Ayurveda can help with gut health. She’s willing to try anything that feels like it could bring relief.

Design approach

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.

Target product metric

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

MVP 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)

We launched to 200 users through targeted wellness community marketing and referrals from coaches' existing followings of qualified, high-intent users.

Slight underperformance

63% of users reported feeling better within 2–4 weeks, which was short of our 70% target. User feedback from in-app check-ins and coach reports revealed that some users expected something different (exclusively herbal remedies) and didn't adhere to the programs.

18%

8% is standard for Wellness apps

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

63%

🎯 70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Highlighted iteration

  • A new modal popup & home page section lets users manage expectations and get more out of the coaching.

    Scroll

  • You made it to the end again, you!

    Go take a break 🌳

    You've earned it :-)

Outcomes, again

To start small, I proposed we introduce "What to Expect" content explaining Ayurveda's holistic approach on landing pages and in a dismissible modal for new users. One month post-launch, that metric lifted to 73%, as feedback showed that users were better prepared from the beginning of their journey.

73%

🎯 70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Extras

Design system (Figma)

Android

iOS

B2C

Taking a wellness app from zero-to-launch

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.

Skip to the designs

Skip to the designs

Skip to the designs

Skip to the designs

Skip to the designs

Skip to the designs

Skip to the designs

Building the MVP

  • Team

    Designer • Me 👒
    Engineer
    User Researcher

    PM (2) • Ours + Client

    Ayurvedic Doctor • Client

  • Holly Hester-Reilly

    CEO & Founder

    @productsciencegroup

    Testimonial

    When we worked together on a wellness app, Mark did a great job of creating wireframes, testing with users. His high level of creativity and empathy with both users and collaborators stood out.

    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

Skip to the designs

Summary

  • Team

    Designer • Me 👒
    Engineer
    User Researcher

    PM (2) • Ours + Client

    Ayurvedic Doctor • Client

  • Holly Hester-Reilly

    CEO & Founder

    @productsciencegroup

    Testimonial

    When we worked together on a wellness app, Mark did a great job of creating wireframes, testing with users. His high level of creativity and empathy with both users and collaborators stood out.

    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

  • 73%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Skip to the designs

Summary

  • Team

    Designer • Me 👒
    Engineer
    User Researcher

    PM (2) • Ours + Client

    Ayurvedic Doctor • Client

  • Holly Hester-Reilly

    CEO & Founder

    @productsciencegroup

    Testimonial

    When we worked together on a wellness app, Mark did a great job of creating wireframes, testing with users. His high level of creativity and empathy with both users and collaborators stood out.

    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

  • 73%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Skip to the designs

Summary

  • Team

    Designer • Me 👒
    Engineer
    User Researcher

    PM (2) • Ours + Client

    Ayurvedic Doctor • Client

  • Holly Hester-Reilly

    CEO & Founder

    @productsciencegroup

    Testimonial

    When we worked together on a wellness app, Mark did a great job of creating wireframes, testing with users. His high level of creativity and empathy with both users and collaborators stood out.

    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

  • 73%

    of coached users report feeling better after 2–4 weeks

  • 4mo

    from 0 to live MVP with product-market fit

Skip to the designs

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.

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.

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.

Key wellness outcome

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.

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.

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).

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 approach

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.

Key success metric

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

MVP 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

Building 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.

Mission-critical wellness outcome

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.

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).

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 approach

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.

Key success metric

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

MVP 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

Building 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.

Mission-critical wellness outcome

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.

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).

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 approach

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.

Key success metric

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

MVP 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

Building 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.

Mission-critical wellness outcome

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.

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).

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 approach

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.

Key success metric

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

MVP 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

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 :-)

  • 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 :-)

  • 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 :-)

  • 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

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.

🚀 MVP Shipped (~20 Screens)

🚀 MVP Shipped (~20 Screens)

🚀 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.

We launched to 200 users through targeted wellness community marketing and referrals from coaches' existing followings of qualified, high-intent users.

We launched to 200 users through targeted wellness community marketing and referrals from coaches' existing followings of qualified, high-intent users.

We launched to 200 users through targeted wellness community marketing and referrals from coaches' existing followings of qualified, high-intent users.

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

63% of users reported feeling better within 2–4 weeks, which was short of our 70% target. User feedback from in-app check-ins and coach reports revealed that some users expected something different (exclusively herbal remedies) and didn't adhere to the programs.

63% of users reported feeling better within 2–4 weeks, which was short of our 70% target. User feedback from in-app check-ins and coach reports revealed that some users expected something different (exclusively herbal remedies) and didn't adhere to the programs.

63% of users reported feeling better within 2–4 weeks, which was short of our 70% target. User feedback from in-app check-ins and coach reports revealed that some users expected something different (exclusively herbal remedies) and didn't adhere to the programs.

Slight underperformance

68%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

63%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

63%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

63%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

18%

8% is standard for Wellness apps

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

Design iteration

Highlighted iteration

Highlighted iteration

  • A new modal popup & home page section lets users manage expectations and get more out of the coaching.

    Swipe to view

  • You made it to the end again, you!

    Go take a break 🌳

    You've earned it :-)

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.

To start small, I proposed we introduce "What to Expect" content explaining Ayurveda's holistic approach on landing pages and in a dismissible modal for new users. One month post-launch, that metric lifted to 73%, as feedback showed that users were better prepared from the beginning of their journey.

To start small, I proposed we introduce "What to Expect" content explaining Ayurveda's holistic approach on landing pages and in a dismissible modal for new users. One month post-launch, that metric lifted to 73%, as feedback showed that users were better prepared from the beginning of their journey.

To start small, I proposed we introduce "What to Expect" content explaining Ayurveda's holistic approach on landing pages and in a dismissible modal for new users. One month post-launch, that metric lifted to 73%, as feedback showed that users were better prepared from the beginning of their journey.

18%

8% is standard for Wellness apps

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

73%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

73%

70% = minimum business viability

of coached users report feeling better in 2–4 weeks

73%

70% = minimum business viability

of coached users report feeling better after 2–4 weeks

Extras

Design iteration

Design system (Figma)

Design system (Figma)

Design system (Figma)

Vibing? Let's chat!

enachemark@gmail.com

All right reserved © Mark Enache 2025

Resumé
Linkedin
Wellfound

Vibing? Let's chat!

enachemark@gmail.com

All right reserved © Mark Enache 2025

Resumé
Linkedin
Wellfound

Vibing? Let's chat!

enachemark@gmail.com

All right reserved © Mark Enache 2025

Resumé
Linkedin
Wellfound

Vibing? Let's chat!

enachemark@gmail.com

All right reserved © Mark Enache 2025

Resumé
Linkedin
Wellfound