Retreat: Brand, Product Design & Market Validation
After more than a year of research and development, a client’s digital wellness product launched to limited demand. Before investing further, the team needed to understand what customers valued, what they would pay and whether enough people would subscribe to sustain the business. I co-led a six-week experimentation sprint with my co-founder and took responsibility for Retreat’s brand identity and digital product design.
- Client
- Retreat
- Deliverables
- Brand IdentityApp DesignMarket ExperimentsPricing Model & Roadmap
- Year
- 2022
- Role
- Co-Lead, Brand & Product Design
I created Retreat’s visual identity and designed the app interface, from the daily check-in to the way members discovered and explored wellness content. I carried that design through to the campaign landing pages and built parts of the software so people could experience the offering for themselves.
Under the new brand, we ran 32 hypothesis-led experiments across features, content formats and pricing. I built more than 130 landing pages and the analytics to connect each proposition with observed customer behaviour. The experiments reached almost 100,000 people and generated more than 3,000 meaningful interactions.
We used the pricing results to model how demand changed across subscription prices and what that implied for market share and monthly recurring revenue. The client could assess whether a lower price was likely to attract enough additional subscribers to offset the lower revenue per subscription. I combined those projections with evidence of which features customers valued to shape a phased product roadmap, giving the team a commercial rationale for what to build first and what to leave out.