Luis Gutiérrez

Care/of

Head of product Design • 2024

new exp

boost sales

benefits

education

A new growth path

Care/of’s personalized vitamin packs built strong loyalty, but at around $70 a month they were not the right entry point for everyone.

Bottle supplements like Ashwagandha created a more accessible

way in. That moment became an opportunity to introduce a new digital experience and expand the value of the brand beyond supplements alone.

Bottle supplements like Ashwagandha created a more accessible way in. That moment became an opportunity to introduce a new digital experience and expand the value of the brand beyond supplements alone.

Bottle supplements like Ashwagandha created a more accessible

way in. That moment became an opportunity to introduce a new digital experience and expand the value of the brand beyond supplements alone.

Building conviction

I led early workshops with the executive team to shape value propositions worth testing, then brought together product, marketing, engineering, medical, and legal partners to explore solutions quickly.

We aligned on a simple insight. People wanted more than supplements. They wanted to understand benefits, see progress,

and feel that something was working.

We aligned on a simple insight. People wanted more than supplements. They wanted to understand benefits, see progress, and feel that something was working.

Shipping under pressure

With a January launch target, I explored multiple directions and designed the full experience in about a month, including a high-fidelity motion prototype to give engineering a clear point of view.

When the original stress score concept proved too complex for the timeline, I pivoted the experience toward sleep quality. This turned wearable data into a more focused and motivating journey that made results feel tangible.