My role:
Experience and product strategy
Creative direction and brand adaptation
UX and interaction design
Design execution and prototyping
Certain details have been omitted to respect confidentiality.
In under 5 months, the team delivered a minimum marketable product (MVP) mobile app that enabled the client to present at a major conference and secure continued investor interest. The app established a strong foundation for engaging a younger audience while maintaining alignment with the client’s existing faith-based products and brand.
We wanted to appeal to a younger demographic and cater to individual users who could be self-led, rather than users who lead studies. However, this represented only 10% of their current customer base, so they did not have a robust database of users to test with. We decided the first version of the app will serve as a learning platform to determine whether the experience will be successful or not. For this first version we wanted to create bit-size activities similar to what other learning experiences provide such as Duolingo.
I led UX strategy and design end-to-end, including:
Product and experience strategy
UX and UI design
Creative direction and brand adaptation
Growth and onboarding strategy
Design execution and prototyping
Oversight and guidance for a junior designer
Bite-sized learning as an entry point
To support self-led users and encourage habit formation, I framed the experience around short, focused activities—drawing inspiration from modern learning platforms—while preserving the mental models of traditional Bible studies.
Bridging physical and digital experiences
The app was designed to complement the client’s physical books, allowing users to move seamlessly between formats rather than treating mobile as a standalone replacement.
Growth funnel
I created an early growth funnel to map the journey from registration through engagement and loyalty. This artifact helped align marketing, content, and product teams and identify high-leverage opportunities early.
True design–development collaboration
Given the timeline, design and development progressed in tandem. I worked closely with engineering to iterate continuously, integrating design changes directly into development and adapting based on new insights.
Design execution
I designed a clean, focused interface optimized for quick lesson completion, with activities intentionally scoped to 2–3 minutes. Clear guidance and minimal UI allowed users to complete sessions easily and return frequently.
The MVP launched on schedule and was well received by investors and stakeholders, meeting quality expectations despite tight constraints. The product successfully demonstrated a viable path toward audience expansion and provided a scalable foundation for future iterations.