Role: VP of Product design

After leading the marketing creative as the Executive Creative Director, I turned my attention to discovering the direct to consumer app that would best suit Better Place Forests as their VP of Product Design.

ABOUT Better PLace forests

Better Place Forests provides beautiful resting places in private memorial forests. Rather than buying a cemetery plot, you can purchase a mature tree in a protected forest for your ashes to be laid to rest after you pass. Providing a beautiful place to be remembered while knowing your choice is protecting forest land and contributing to reforesting America.

The Kit

This project was lead by Sara Butorac who was VP of Design at the time. I helped in early stages of concept design for the packaging, which was designed to emulate a book and allow simple step-by-step instructions for what otherwise could be a complex testing process. Once the concept was approved, I helped with some of the layout design with Sara. 

The Companion App

Taking an at home test alone which requires you to take a fasting blood sample, drink a high calorie shake, take 2 subsequent blood samples and DNA sample - with time windows to meet is an incredibly big ask of a customer. To help guide them through the process, we built an app that walks the customer through the steps with videos, timers and tips.

Test Results

Habit is rooted in science and has human-centered design at its core. Our testing showed that most of our customers wanted a high level take away of information, with an option to dive in for more detail. My design provided a tweet sized take away of our result narratives with the option to drill into a longer explanation and the biomarkers that impacted the narrative. Additionally, the customer could open the biomarker card to learn more.

nutrition plan

Our aim with our nutrition plan was to make it simple for a customer to follow. Our framework began with the highest level mantra for how the customer should eat, then drilled into macros, calorie level and daily servings—each with additional info to dive into to provide the information and support when needed.

action tools

Changing eating behavior to align with a new nutrition plan is really difficult. To help Habit customers adopt their new plan, we created tracking tools including a Food Photo Journal and a simple but meaningful habit tracker called Habit Maker.

Additionally, we provide recipes tailored to costumers’ biology. Habit’s culinary chefs design these amazing tasting recipes that are delivered weekly through the app. The recipes also integrate with Amazon Fresh so the whole process is simple and fits nicely into a busy life.

Expert CoacHING

Habit has an amazing team of Research Dietitians who helped create our Habit platform and have a built a 5 week coaching program to answer questions and guide customers on ways to practically reach their goals. The program focuses on behavior change and is a combination of curriculum delivered through the app, a phone call and texting.