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Summary
AI coaches for support anytime, anywhere
AI coaches for support anytime, anywhere
Product Design • Brand Design • Marketing • Everything Else
Product Design • Brand Design • Marketing • Everything Else
Wayhaven is a mental wellness platform that brings decades of coaching best practices into an AI conversational app. As the sole product designer, I led a full redesign of the app experience and contributed across brand, marketing, and design collateral to better reflect Wayhaven’s purpose and connect with users emotionally and intuitively.
Wayhaven is a mental wellness platform that brings decades of coaching best practices into an AI conversational app. As the sole product designer, I led a full redesign of the app experience and contributed across brand, marketing, and design collateral to better reflect Wayhaven’s purpose and connect with users emotionally and intuitively.
Skills
Skills
UI/UX design, graphic design, marketing, you name it!
UI/UX design, graphic design, marketing, you name it!
Duration
Duration
March 2025 - present
March 2025 - present
Software
Software
Figma, Adobe Suite, Notion, SendGrid
Figma, Adobe Suite, Notion, SendGrid
Problem
Lack of meaningful engagement
Lack of meaningful engagement
When I joined, Wayhaven had a clear problem—users didn't know what the app could offer them. The interface felt flat, navigation was unclear, and the product didn't yet reflect the emotional value the team knew it had. The content was strong, but the experience wasn't.
When I joined, Wayhaven had a clear problem—users didn't know what the app could offer them. The interface felt flat, navigation was unclear, and the product didn't yet reflect the emotional value the team knew it had. The content was strong, but the experience wasn't.
The initial version of Wayhaven
The initial version of Wayhaven
“I didn’t like the aesthetic of the app, which made me less interested in using it"
"[The app interface] doesn’t feel very intuitive to use."
"It doesn't give an incentive to have a conversation with it each day."
From these findings, I identified three key pain points that would guide my design strategy.
From these findings, I identified three key pain points that would guide my design strategy.
Feels visually unengaging
Unclear call to action
Lack of retention
Feels visually unengaging
Unclear call to action
Lack of retention
Solution
Clarity, connection, and scalability
Clarity, connection, and scalability
I partnered closely with the founders to refresh the app’s visual style, ensuring the updated design not only felt modern and engaging but also stayed true to their core mission and values.
I partnered closely with the founders to refresh the app’s visual style, ensuring the updated design not only felt modern and engaging but also stayed true to their core mission and values.
Iterate, iterate, iterate
Iterate, iterate, iterate
Problem solving
Problem solving
Visually unengaging → Inviting
Visually unengaging → Inviting
The app’s visual style was refreshed to create a softer, more welcoming appearance, moving away from the previous plain and unstyled look.
The app’s visual style was refreshed to create a softer, more welcoming appearance, moving away from the previous plain and unstyled look.
Unclear call to action → Clear, intuitive guidance
Unclear call to action → Clear, intuitive guidance
I reworked the home screen to center the idea of starting a new conversation, rather than re-reading old ones. I added visual sections that showcased possible chat topics—subtly guiding users to try new experiences without overwhelming them.
I reworked the home screen to center the idea of starting a new conversation, rather than re-reading old ones. I added visual sections that showcased possible chat topics—subtly guiding users to try new experiences without overwhelming them.
Lack of retention → Engaging ongoing features
Lack of retention → Engaging ongoing features
I introduced a new section showcasing popular topics that dynamically cycle through conversation starters trending both among students’ peers and on a global scale. This feature encourages users to return regularly to discover fresh content while leveraging social proof to boost engagement.
I introduced a new section showcasing popular topics that dynamically cycle through conversation starters trending both among students’ peers and on a global scale. This feature encourages users to return regularly to discover fresh content while leveraging social proof to boost engagement.
Onboarding + chat
Onboarding + chat
Design system
Design system
To support speed and consistency, I created a system of reusable components built on tokens and variables, supporting both light and dark modes.
To support speed and consistency, I created a system of reusable components built on tokens and variables, supporting both light and dark modes.
Dark + light mode components
Dark + light mode components
Scalability across devices
Scalability across devices
Because Wayhaven is a web app, I also had to ensure the design would adapt to a range of breakpoints—from a small embedded widget to a full desktop experience. Each state needed to feel intuitive on its own, while remaining consistent with the larger design system.
Because Wayhaven is a web app, I also had to ensure the design would adapt to a range of breakpoints—from a small embedded widget to a full desktop experience. Each state needed to feel intuitive on its own, while remaining consistent with the larger design system.
Widget, phone, tablet, and web
Widget, phone, tablet, and web
Accessibility
Accessibility
I used iOS accessibility tools—like screen readers and contrast checks—to refine color pairings, spacing, and interactivity for a broader range of users.
I used iOS accessibility tools—like screen readers and contrast checks—to refine color pairings, spacing, and interactivity for a broader range of users.
Screen reader outputs
Screen reader outputs
Marketing
Impact beyond the product
Impact beyond the product
In addition to the core app experience, I also supported the team across a variety of design needs—from internal presentations to public-facing brand materials.
I created pitch decks, one-pagers, and whitepapers for university partners. I also designed updated App Store screenshots, marketing emails, web ads, and other assets that reflected the refreshed product experience. This helped Wayhaven show up more consistently and professionally across all touchpoints.
In addition to the core app experience, I also supported the team across a variety of design needs—from internal presentations to public-facing brand materials.
I created pitch decks, one-pagers, and whitepapers for university partners. I also designed updated App Store screenshots, marketing emails, web ads, and other assets that reflected the refreshed product experience. This helped Wayhaven show up more consistently and professionally across all touchpoints.
Print material
Print material
Distributed across college campuses
Distributed across college campuses
Digital marketing
Digital marketing
App store screenshots, emails, presentations, web design, and advertisements
App store screenshots, emails, presentations, web design, and advertisements
Impact + takeaways
Designing with responsibility and empathy
Designing with responsibility and empathy
Measurable success
Measurable success
“Since launching Wayhaven's newly redesigned AI Coach experience in June, our user engagement is up nearly 3x our previous monthly high.” — Christine Nicodemus, Wayhaven CEO
“Since launching Wayhaven's newly redesigned AI Coach experience in June, our user engagement is up nearly 3x our previous monthly high.” — Christine Nicodemus, Wayhaven CEO
Direct impact
Direct impact
I enjoyed the opportunity to create designs that have a tangible, real-time effect. Working on a small team gave me the freedom to move quickly and effectively across multiple areas.
I enjoyed the opportunity to create designs that have a tangible, real-time effect. Working on a small team gave me the freedom to move quickly and effectively across multiple areas.
Handling sensitive content
Handling sensitive content
This was my first time designing for sensitive content. Because users shared deeply personal issues, following strict guidelines was essential to build trust. I felt honored to create an experience that touched and helped peoples’ lives.
This was my first time designing for sensitive content. Because users shared deeply personal issues, following strict guidelines was essential to build trust. I felt honored to create an experience that touched and helped peoples’ lives.
Let’s chat! Say howdy at kellyjincreative@gmail.com
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