Personal Dietitian Mobile App
Timeline
2025
Team
CEO, CROProject Manager,
Design Team
Role
Product Design, Design Systems
tl;dr
Fay Nutrition is a three-sided healthcare marketplace connecting patients, dietitians, and referral partners. When I joined, the product was scaling quickly, but growth was constrained by fragmented design systems, leaky conversion funnels, and inconsistent trust signals across critical moments in the user journey.
Over 8 months, I partnered directly with the CEO and product leadership to ship 12+ initiatives focused on conversion, retention, and operational efficiency—resulting in a measurable lift in engagement and revenue-driving behaviors.
Mixpanel data showed that users who engaged with the app 3+ times per week had a 60% higher retention rate. We identified opportunities to create daily touchpoints through reward-based engagement similar to successful consumer apps like Duolingo and Strava.
548+
Screens designed
127
Unique components
42
Product and
engagement features
Habit formation through consistency
Visual celebrations and milestone markers create positive reinforcement, turning healthcare management into a rewarding daily routine that users look forward to maintaining.
Gratification through tangible rewards
Users earn rewards simply by engaging with their health goals, making healthy habits feel rewarding and turning app usage into opportunities for benefits like free meals.
Progress visualization that motivates
Designed satisfying goal completion animations with visual progress bars that light up as users hit dietitian-set targets.
Community-driven growth with incentives
Built a viral referral program offering up to $100 per friend referred to ensure a growth loop while building support networks
