Checking In
Scaling Curology required a shift from custom formulas to behavior change. This design provocation united three product teams to simplify our experience and prove that user psychology—not just prescription treatments—drives true long-term growth.
Problem & Research
I led this initiative as the Product Design Director during a pivotal shift in our strategy. After years building internal tools that secured industry-leading profit margins, we refocused on the consumer. I brought on a Senior User Researcher to challenge our internal assumptions, revealing a far more complex user journey that required us to address holistic lifestyle habits and education.
Vision & Architecture
To align our product teams, I developed a "design provocation" prototype—a vision for a simplified experience that appeals broadly to young adults without treating them as "patients." This case study explores how our new architecture balances daily routine tracking with a hybrid e-commerce subscription model, interactive guides, and engaging education—keeping medical support just one click away.
Onboarding & Progress
Daily Routines
Products & Community
Products and Community