Facilitating a Protein Powder for Every Body, for Every Need
case study · 7 min read
the problem:
Finding a protein powder that meets your dietary restrictions is frustrating and opaque.
Self-reported food intolerances affect almost 1 in 4 people. Meanwhile, the global protein supplement market's annual growth rate has exploded over the last five years to over 29% of the population; this growth was significantly influenced by the COVID-19 pandemic, which heightened health and wellness awareness and boosted sales of supplements.
Trying to comb through ingredients lists on various popular protein powder websites can be taxing, frustrating, and time-consuming for all those with limitations on their diet.
For this case study, I wondered: how do we make protein powder discovery fun, validating, and less stressful?
Process
User research and synthesis, ideation, prototyping, interaction, usability testing
My Role
Sole Designer
End-to-End App Development
Tools
Figma, FigJam, Miro, Mural, Optimal Workshop, Google Workspace
Duration
12 weeks
June-September 2025
The goal:
Determine if non-traditional consumers—those outside the "bodybuilder" archetype—would be more likely to make inclusive, sustainable, and healthy choices if there was an intentional "Goldilocks" space that focused on finding just the right supplements using taxonomic hierarchy.
A "Goldilocks" Space for Nutrition
Where users can:
Find supplements they can safely consume,
Purchase the product,
Explore potential recipes to maximize the benefits of their purchase!
innovative tools that borrow from the worlds of project management and gameplay
seeing familiar tools through a fresh lens, our couples are supported through dynamic wedding planning resources, and empowered to create an event that truly reflects their identity.
table of contents:
Research:
Lifecycle industries are in a never-ending growth spurt: people will always be getting married! but as someone who works in the wedding industry as a sustainable vendor, I hear endlessly how overwhelmed my clients are. there must be better tools!
I used the following research methods to generate a strategy and develop brand identity:
● Competitive analysis
● User interviews
● Affinity mapping
● Exploring opportunities through POV & HMW
statements
● Customer story map
● Developing user personas
Competitive analysis findings
While some of these businesses are young upstarts and others are established veterans, all of them have certain strengths; however, none of them offer hierarchical taxonomy searching (by sustainable, women-owned, BIPOC-owneed, GLBTQIA-owned, accessible, etc) which creates noted opportunities in the industry.
Strengths:
Massive inventory, fast shipping, low prices
Weaknesses:
Zero taxonomical hierarchy for complex allergens. Filters are broad and often inaccurate. "Filter failure" is common.
Retail Giants
Amazon, GNC
D2C Brands
MyProtein, Huel
Strengths:
Strong brand loyalty, community feel.
Weaknesses:
Limited to their own proprietary products. Echo-chamber marketing.
Specialized Sites
The Feed, Bodybuilding.com
Strengths:
Performance-focused data.
Weaknesses:
Alienating "bro" culture. Focus on hypertrophy often over health/safety.
User Interviews:
01
What values and requirements drive your supplement planning?
02
What apps or websites do you currently use?
03
How do you stay organized while tracking your nutrition?
9 remote interviews of potential users ranging in age from 37 to 61. My users live across the US, but predominantly the Midwest, East Coast, and Southeast. They include cis and trans men & women, and have a variety of economic backgrounds. They also all have a variety of health or diet limitations, ranging from Celiac to diabetes, lactose intolerance, vegetarians, and a smattering of allergies.
While my subjects were encouraged to share as much as they felt comfortable about their health and fitness journey, I focused on the following questions:
04
What unexpected discoveries (good or bad) have you made while shopping?
05
How do you validate the safety of a product before purchase?
Synthesis:
Interview insights:
Our target user is deeply knowledgeable but poorly supported. They are looking to find the balance between prioritizing a nutrition plan that is unique, meaningful, comfortable, and reflects their values, while also conforming to budgetary and logistical expectations.
There was a strong focus on muscle gain for overall health, bone density, or body recomposition.1 This challenges the industry standard of marketing protein powder solely for "bulking" or "shredding."
Users view protein as a medical necessity for longevity, particularly the older demographic (40-60s) concerned with sarcopenia.
The challenges of information overload and balancing personal vision with external pressures also suggest opportunities: design interventions that streamline the planning process and empower couples to make informed decisions that reflect their unique needs and values.
Feedback was organized into the following key areas:
Body Change, With Intention
Diverse Physical Activities
The "Free-From" Priority
The Trial and Error Tax
Trust and Transparency
Notably, users engage in a variety of activities beyond structured gym workouts, such as running, cycling, yoga, dog sports, dancing, and Pilates. The app needs to speak to the "Gym Nerd" and the "Dog Walker" with equal respect.
AFFINITY MAPPING IMAGE IS WRONG TOO
Through user interviews I developed personas to represent my primary user; our user identifies as diverse or marginalized, often has access needs, and values transparency in brand identity.
Primary pain points and challenges outlined in the protein shopping process:
Difficulty finding niche/specific vendors
(e.g., Peanut-Free Facilities)
Overwhelm and information overload
(The Paradox of Choice)
Time constraints and executive function struggles
(Decision Fatigue)
Ideation:
I aimed to address each of these pain points through a separate user flow.
protein match onboarding: AI-assisted onboarding that finds best protein powder match
Key features
comparison tool: evaluate user ability to select from pre-filtered protein powders, then refine with a comparison table
sampling program: observe how users explore matched protein options to choose proprietary or customized sample packs for at-home testing
Task Flows & User Flows for ProTons
After analyzing these personas and essential user journey, I realized my users represents three stages of their own evolution, and our brand can potentially support our user as they evolve:
Tyler is a fitness novice, but after learning more about his own body and what it needs to be sustained, he’ll potentially ‘graduate’ to hold the knowledge and confidence of Tai.
Tai is more confident in their education, but has been on such a long journey with their ever-changing body that they still have more to learn. With time and practice, they’ll potentially hold the experience of Erin.
Erin is at the final stage of her fitness & health evolution, with both the experience and knowledge to empower her to make the best decisions for herself. Having access to more sophisticated tools will meet her needs.
User Flow: Buying protein powder via customized recommendation:
Task Flow: Purchasing protein powder in the app
Design:
I began by prototyping at the most essential level, first sketching, then developing basic wireframes, and developing a more dynamic wireframe flow
Then iterating into basic wireframes...
Thoughtfully crafted to elevate what matters most.
Mid-fidelity flows for user testing
From here, I conducted user testing through 9 recorded remote interviews, to better understand their needs and reactions as they interacted with two mid-fidelity wireframe prototypes of my ProTons app.
User experience issues focused on these key themes:
Homepage Confusion: Returning user layout was preferred. New user page feedback was split: some liked the abundant communication, while others wanted more tangible, graphic-supported examples of functions.
Onboarding/AI: Onboarding was intuitive, but some users questioned the AI's ability to comprehensively analyze complex health histories.
Navigation: Disagreement existed over the need for a back button and a persistent floating hamburger menu. Android users accepted skipping a back button only if flows were three pages or less.
Visuals: Users liked the icons supporting copy but consistently requested more graphics throughout the app.
Takeaways & Changes for High-Fidelity:
Proprietary tools: Simplify visuals to maximize impact
Onboarding: Expand the onboarding flow to clearly communicate the AI module's capabilities at every fidelity.
Sorting Tool: Simplify confusing sorting tool copy to reduce user effort. Consider additional tree testing or sorting feedback.
Navigation: Use the brand logo as a "return to home."
Test including the hamburger menu early in flows, but dropping it deeper into the experience, as users were divided on its constant presence.
Homepages: Re-conceptualize and streamline the two different homepages
Checkout: Streamline the checkout process for all three flows.
Copy Refinement
Develop thoughtful, brand-centric copy for all steps to build brand trust and convey the full value of the bespoke protein powder experience. Consistency is key.
Next I sussed out visual direction. I focused on a modern but universal logo that felt gender neutral, egalitarian, and visually accessible to everyone.
I wanted to establish brand values and trust immediately, without artifice or manipulation, and create a character and face for our AI model.
Creating a vibrant brand identity through gender- neutral retro inspiration
I focused on a subtly cheeky, simple logo design that conveys a fresh, relevant attitude.
cuffed boasts colors and thematic elements inspired by late 80’s/early 90’s aesthetic, a strong graphic statement, bold colors, minimalist typeface, and fun icons/visuals that reflect a generation (or two) raised by videogames, cartoons, and iconic characters. It's intentionally not “pretty”, but fun and cool- and embraces the gamification of wedding planning while giving our users space to breathe, relax, and settle into wedding planning through the lens of delight.
Hi-Fi wireframes: round 1
At the highest fidelity, I undertook a design that streamlined my user’s needs, looked beautiful, and created an environment that users want to “play” in.
Anthropomorphizing our AI character Barb created familiarity and trust, developed user relationships, built brand recognition, and eventually user loyalty.
I developed a Usability test plan and tested three core flows: onboarding to a custom protein match; a comparison tool, and a sampling program.
Final User Testing Outcomes
5 Users were tested on three core flows for the app.
Navigation clarity was key during the onboarding process.
Users had questions about AI data privacy and use.
The comparison table's usability needed improvement.
Visual consistency across the UI was highly valued.
