Care/of
Care/of
Head of product Design • 2024
Head of product Design • 2024
new exp
new exp
new exp
boost sales
boost sales
boost sales
benefits
benefits
benefits
education
education
education
Making wellness
more accessible
Making wellness
more accessible
Care/of’s core business, personalized vitamin packs, was starting to lose momentum. At $70 a month, it wasn’t accessible for every customer. My goal was to design a new app experience that supported the sale of lower-cost bottle supplements like Ashwagandha & Rhodiola. This gave users a more affordable way to engage with the brand.
Care/of’s core business, personalized vitamin packs, was starting to lose momentum. At $70 a month, it wasn’t accessible for every customer. My goal was to design a new app experience that supported the sale of lower-cost bottle supplements like Ashwagandha & Rhodiola. This gave users a more affordable way to engage with the brand.
Designing around real needs
Designing around
real needs
I led value prop workshops with executives to better understand how user needs were shifting. Research showed that people wanted to learn more about their supplements & see proof that they were working. These insights led us to a new strategy: a journey-based app experience that combined education with progress tracking.
I led value prop workshops with executives to better understand how user needs were shifting. Research showed that people wanted to learn more about their supplements & see proof that they were working. These insights led us to a new strategy: a journey-based app experience that combined education with progress tracking.
Shifting direction with care
Shifting direction
with care
The original concept focused on showing a stress score for Ashwagandha users. When that wasn’t feasible, I led a quick pivot to a sleep score, which reflected one of the supplement’s secondary benefits. I designed high-fidelity prototypes that reimagined the app as a personalized, week-by-week journey. The result helped increase the perceived value of the product & made the experience feel more thoughtful & personal.
The original concept focused on showing a stress score for Ashwagandha users. When that wasn’t feasible, I led a quick pivot to a sleep score, which reflected one of the supplement’s secondary benefits. I designed high-fidelity prototypes that reimagined the app as a personalized, week-by-week journey. The result helped increase the perceived value of the product & made the experience feel more thoughtful & personal.
Key collaborators: Caitlin Dullea, Nathan Kane, Hannah Bryne, Max Perinato, Phil Sull, and Kat Choi
More of my work
More of my work
Let's connect!
Let’s connect!
© 2025 Luis Gutiérrez