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
Expanding Care/of's reach
Expanding Care/of's reach
Care/of’s core business—personalized vitamin pack subscriptions—was losing momentum, with an average cost of $70 a month limiting appeal to price-sensitive customers. My mission: design a new app experience to drive sales of bottle supplements like Ashwagandha and Rhodiola—offering a more accessible entry point.
Care/of’s core business—personalized vitamin pack subscriptions—was losing momentum, with an average cost of $70 a month limiting appeal to price-sensitive customers. My mission: design a new app experience to drive sales of bottle supplements like Ashwagandha and Rhodiola—offering a more accessible entry point.
Adapting to evolving needs
Adapting to evolving needs
I led value proposition workshops with key executives to adapt to evolving user needs. Research revealed that users craved education about their supplements and proof of their effectiveness. These insights shaped our strategy: a journey-based app experience that blended education with progress tracking.
I led value proposition workshops with key executives to adapt to evolving user needs. Research revealed that users craved education about their supplements and proof of their effectiveness. These insights shaped our strategy: a journey-based app experience that blended education with progress tracking.
Pivoting with purpose
Pivoting with purpose
We initially planned to show a stress score for Ashwagandha users. When that proved unfeasible, I led a quick pivot to a sleep score—focusing on Ashwagandha’s secondary benefit. I designed high-fidelity prototypes that transformed the app into a personalized, week-by-week journey. This strategy not only elevated the perceived value of the product but also positioned Care/of to deliver a more meaningful and personalized user experience.
We initially planned to show a stress score for Ashwagandha users. When that proved unfeasible, I led a quick pivot to a sleep score—focusing on Ashwagandha’s secondary benefit. I designed high-fidelity prototypes that transformed the app into a personalized, week-by-week journey. This strategy not only elevated the perceived value of the product but also positioned Care/of to deliver a more meaningful and personalized user experience.
Key collaborators: Caitlin Dullea, Nathan Kane, Hannah Bryne, Max Perinato, Phil Sull, and Kat Choi
Key collaborators: Caitlin Dullea, Nathan Kane, Hannah Bryne, Max Perinato, Phil Sull, and Kat Choi
Let's connect!
Let’s connect!
© 2025 Luis Gutiérrez