Willow • B2B2C • Shipped • Q3 2025 - Q1 2026
Led and Launched the Nutu App Redesign to Boost User Growth, Data-Entry, Conversion Rates, and Improve Usability for Healthy and Pre-Diabetic Users.
About
Nutu is a health and wellness app that empowers users to manage their health through a personalized Nutu Score, reflecting their overall well-being by analyzing metabolism, food, exercise, and sleep. It offers programs like Healthy Living and Diabetes Prevention to help users create healthier habits and reverse pre-diabetes.
Nutu V1.0 Challenges
Nutu V1.0 was launched in 2024 but did not achieve its product and business objectives. Users did not clearly perceive the value of subscribing during onboarding, the confusing Nutu scoring system combined with difficult data entry led to high drop-off rates and low active usage, limiting the available user data and slowing progress toward CDC certification for the Nutu Diabetes Prevention Program.
Nutu V2.0 Redesign
The goal of the Nutu redesign is to rebrand the app into a more consumer-friendly and engaging experience that clearly communicates the value of the Healthy Living and Diabetes Prevention programs, makes the Nutu scoring system easy to understand, and simplifies and create smarter data entry system to increase user engagement, drive user growth and revenue, and achieve CDC certification.
My Role
Led the redesign of 5 core Nutu features, aligning them with leadership’s vision, success metrics, and user needs, while driving a comprehensive UI revamp that established Nutu’s first scalable design system and set the foundation for future Willow product growth.
Led and Redesign 5 Core Features
My Contributions and Achievements
Impacts
The product was launched internally in May 2025, after I left the company, so the impacts success metrics are primarily demonstrated by the highly positive results from our usability testing.
Final Deliverables
01 Sign In/Sign Up
How might new-user activation increase by designing an experience that encourages users to sign up for Nutu immediately after installing the app?
Before - Nutu V1.0
The absence of a clear product introduction and engaging visuals reduced user sign-ups
After - Nutu V2.0
Highlight Nutu’s value proposition to drive higher sign-up conversions
02 Program Comparison
How can the intro program screen be improved to more clearly and persuasively present the Diabetes Prevention Program and Healthy Living Program to increase user sign-ups?
Before - Nutu V1.0
Unclear of what the Diabetes prevention and Healthy living program can offer to the users
After - Nutu V2.0
Showcase program benefits, enable comparison, and allow easy switching between two programs
03 Questionnaires
How can users be prevented from getting lost in a long questionnaire?
Before - Nutu V1.0
Users feeling lost in an endless questionnaires
After - Nutu V2.0
Provide a guided questionnaire experience that helps users feel informed and in control
04 Plan Comparison
How can the current plan comparison screen be improved to clearly communicate the value and benefits of the basic vs. premium plans so users can quickly understand, compare, and choose the right option?
Before - Nutu V1.0
Unclear plan offering differences reducing users' desire to subscribe
After - Nutu V2.0
Present two plans that clearly highlight key features and value, empowering users to choose with confidence
05 Onboarding Tutorial
How can the current onboarding tutorial be improved to be more guided and engaging while introducing the Nutu scoring system and core app features?
Before - Nutu V1.0
Uninformative and unengaging onboarding tutorial
After - Nutu V2.0
Guided, interactive onboarding tutorial that introduce Nutu scoring system
06 Home
How can I lead a home‑screen redesign that clearly explains what contributes to the Nutu score, displays today’s data‑entry overview, and enables smarter, easier logging with an engaging AI coach?
Before - Nutu V1.0
Unclear home screen with limited context for guided experience with data display
After - Nutu V2.0
Engaging home screen with data overview, smart logging, and personalized health suggestions
07 Data Entry
How can data entry become more accessible, easier, and smarter for users?
Before - Nutu V1.0
Hidden, multi-step data entry creates friction and discourages users from logging
After - Nutu V2.0
AI Smart Log suggests foods from users’ routines and recommends healthier options that match their preferences
08 Daily Task
How can the home screen encourage more user data entry and create healthier habit?
Before - Nutu V1.0
No prompts or CTA for data entry and healthy habit formation
After - Nutu V2.0
Prioritize daily tasks on the home screen to encourage data entry and support healthier habit building
Design Process
