People want meaning.
Raw numbers create anxiety; a single interpreted signal creates confidence.
01 / CASE STUDY
VascVita
Complex health. One calm signal.
End-to-end design of a consumer wellness app that turns vascular health into a single, calm, trend-based score. I led UX research, product design, the design system, and the marketing site — from zero to a live App Store launch.
- Role
- Lead designer — end to end
- Timeline
- January 2026
- Platform
- iOS app + marketing microsite
- Tools
- Figma
01 / THE PROBLEM
Health tracking should not feel like a test.
Most health apps overwhelm people. They surface individual readings, spikes, and alerts, and quietly turn wellness into a source of anxiety. But vascular health doesn’t change in a day — it’s shaped gradually, over months of small choices.
How do you help someone understand a complex, invisible part of their health without making them feel judged, overwhelmed, or medicalized?
02 / THE RESEARCH
Meaning over more data.
I ran user interviews to understand how people actually relate to health tracking. Those conversations surfaced four behavioral archetypes — from the data-hungry Quantified Optimizer to the anxiety-driven Worried-Well — that split along two axes: how much effort someone wants to invest, and whether they’re seeking data mastery or reassurance.
Friction kills long-term use.
Anything that has to be logged manually gets abandoned. Passive collection is the sustainable path.
Tone is a feature.
For the worried user, one alarming notification can be enough to lose them. Calm is part of retention.
03 / THE APPROACH
Trends over readings.
Calm over pressure.
We built VascVita around one principle — trends over readings, calm over pressure. Instead of a dashboard of vitals, everything distills into a single Vascular Fitness Score (VFS) from 1 to 100, shown as it moves over weeks and months.
From the first sketch, the score was always a ring — one number surrounded by the day’s inputs. Early on I was working through the color logic, how verified versus estimated blood pressure should read visually, and how to show a 30-day window without turning it into a chart.
04 / FROM SKETCH TO SCREEN
Structure before aesthetics.
The Health Ring is the heart of the app — the single glanceable view of your score and the day’s inputs. It started on paper. The lo-fi stage is where I resolved structure over aesthetics — hierarchy, what earns the top of the screen, and how someone moves from the daily glance into detail.
One score, not a dashboard.
The VFS is the anchor — glanceable, personal, calibrated to the individual’s baseline.
Passive by default.
Users enter a simple baseline, then sync with Apple Health for movement and recovery. There is almost nothing to log.
Calm, not clinical.
Gentle insights and non-alarming language position VascVita as a general-wellness tool, not a medical device.
05 / THE DESIGN SYSTEM
A shared visual language.
To keep the product consistent and hand-off-ready, I built a design system. It gave every screen shared tokens and gave engineering a single source of truth.
The logo went through several rounds; the team voted on the final direction — number 6.
06 / THE WEBSITE
One experience, beyond the app.
The marketing microsite carries the product’s visual system and calm tone into its web presence.
07 / OUTCOMES
From zero to launch.
An end-to-end iOS experience, a shared design system, and a marketing microsite — brought together for a live App Store launch.
08 / REFLECTION
The hardest work was invisible.
Design is often about restraint, not addition. In health design the reflex is to show more — more data, more precision, more alerts — because more feels like more care. But the people I interviewed wanted to feel less anxious and more understood.
Learning to design for that meant cutting, again and again, until a complex picture of vascular health became one calm number you could glance at and trust. Watching it ship taught me that the craft I care about most is knowing what not to put on the screen.