I reshaped the product experience and established a new visual direction for the MVP

for an AI-powered wellness and fitness product preparing to enter the U.S. market. Starting from an existing, basic design foundation.

My focus was not only on refreshing the interface, but on defining how the product should look, feel, and communicate as a new market-ready product - from core flows and interaction patterns to the overall visual language and product presentation.

The work was developed as an MVP foundation to support early validation, product positioning, and investor-facing presentations.

Challenge

Turning an early product into a market-ready MVP.

The product had an existing functional foundation, but its visual language and experience were not yet strong enough to communicate the ambition of the product or support its entry into the U.S. market.

The challenge was to evolve the product quickly while balancing three things: a clear product vision, a distinctive visual identity, and a scalable UX foundation for the MVP.

Solution

Defining the product vision through UX/UI and visual direction.

Redesigned the core experience and established a new visual foundation for the product, focusing on clarity, consistency, and a more premium, contemporary feel.

My work included:

• Reworking the core UX/UI across key product flows

• Establishing a new visual direction and design language

• Translating complex wellness and fitness concepts into clear user experiences

• Defining reusable UI patterns and scalable components for the MVP

• Iterating closely with product, engineering, and stakeholders

• Supporting product positioning and investor-facing materials