Redesigning the core UX flows of a meditation app — and designing the full-page magazine ad campaigns that ran in People, Better Homes & Gardens, Real Simple, and Martha Stewart Living.
When MyLife was acquired, it had a large user base but no cohesive brand, no design system, and a UI built by numerous freelancers without a central guiding vision. The existing user experience was fragmented and the app was struggling to compete in an increasingly crowded wellness market.
I led UX and creative direction across the full redesign — working with a team that included a senior UX/UI designer, illustrator, content writers, product owners, and marketing — to rebuild the brand, redesign the experience, and create the print advertising campaigns that ran nationally in People, BHG, Real Simple, and Martha Stewart Living.
The app had been built by numerous freelancers over time with no central design vision — inconsistent components, no ADA compliance, and a brand identity that didn't hold together across surfaces. Before we could improve the experience, we needed to establish the foundation.
The existing onboarding asked too much, too early — users were prompted for goals and personal information before experiencing any value. Drop-off was significant. In the core app, finding the right session felt like work — too many categories, inconsistent labeling, no clear starting point. More content was making the experience feel harder, not richer.
Before redesigning anything, we surveyed existing users to understand who they were, when they used the app, and how often. The data shaped every design decision that followed.
Key insight: 64.6% of users had been using the app for 1+ years — a loyal base worth designing for, not losing.
The ADA-compliant component library — buttons, inputs, toggles, tabs, cards, and navigation — built to serve as the single source of truth for the full app redesign.
Full app wireframe map — onboarding flow, session discovery, player, journeys, and settings.
Beyond the app redesign, I also led the design of full-page and partial magazine ad campaigns for MyLife — printed in People, Better Homes & Gardens, Real Simple, and Martha Stewart Living. Multiple campaigns, multiple art directions, all consistent with the brand system.
Full-page and partial magazine ads across multiple campaigns — printed nationally in major consumer publications.
The print campaign's illustration direction extended across all standard digital ad formats — social, display, and mobile.
The redesigned app introduced a cohesive brand system applied across every screen — consistent typography, color, illustration style, and interaction patterns. The updated illustration style drove a significant increase in downloads and notification opt-ins, proving that the visual direction change was data-backed, not just aesthetic.
The complete UI redesign — onboarding, check-in, session discovery, player, journeys, and more.
The redesigned app and updated illustration style drove significant growth across every key metric — installs, monetization, engagement, and notification opt-ins. The print campaign added a measurable acquisition channel that hadn't existed before.
