Protocol
Protocol
Product Designer (0→1)
Product Designer (0→1)
Led the design of a cross border personalized nutrition product, translating user data, business goals, and health insights into a scalable, high converting digital experience.
Led the design of a cross border personalized nutrition product, translating user data, business goals, and health insights into a scalable, high converting digital experience.
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1 - Overview
1 - Overview
Protocol is a personalized nutrition platform delivering tailored health recommendations based on individual user data, lifestyle, and goals. I led the product experience, including the design of the website and web app, while shaping branding, user flows, and system thinking, Creating a seamless cross border experience (Canada ↔ Taiwan) that connects digital interactions with product, fulfillment, and brand into a unified journey.
Protocol is a personalized nutrition platform delivering tailored health recommendations based on individual user data, lifestyle, and goals. I led the product experience, including the design of the website and web app, while shaping branding, user flows, and system thinking, Creating a seamless cross border experience (Canada ↔ Taiwan) that connects digital interactions with product, fulfillment, and brand into a unified journey.
Role & Responsibilities
Role & Responsibilities
Lead Product Designer (0 → 1)
Led the end-to-end design and execution of the product from concept to launch
Defined product strategy, user flows, and core features for the platform
Designed wireframes, high fidelity UI, and interactive prototypes in Figma
Built and maintained a scalable design system across digital touchpoints
Lead Product Designer (0 → 1)
Led the end-to-end design and execution of the product from concept to launch
Defined product strategy, user flows, and core features for the platform
Designed wireframes, high fidelity UI, and interactive prototypes in Figma
Built and maintained a scalable design system across digital touchpoints
Product, Brand & Growth
Developed brand identity, visual direction, and marketing assets
Designed social media content, campaigns, and promotional materials
Created print materials including packaging, inserts, and marketing collateral
Contributed to product positioning and go to market strategy
Product, Brand & Growth
Developed brand identity, visual direction, and marketing assets
Designed social media content, campaigns, and promotional materials
Created print materials including packaging, inserts, and marketing collateral
Contributed to product positioning and go to market strategy
Operations & Experience Design
Designed the end-to-end customer journey beyond the screen (order → fulfillment → delivery)
Structured packaging and shipping workflows to improve efficiency and user experience
Coordinated with vendors and stakeholders to ensure quality and consistency across physical and digital touchpoints
Operations & Experience Design
Designed the end-to-end customer journey beyond the screen (order → fulfillment → delivery)
Structured packaging and shipping workflows to improve efficiency and user experience
Coordinated with vendors and stakeholders to ensure quality and consistency across physical and digital touchpoints
Collaboration & Execution
Worked closely with developers, stakeholders, and partners across regions
Balanced business goals, user needs, and operational constraints to deliver a cohesive product experience
Collaboration & Execution
Worked closely with developers, stakeholders, and partners across regions
Balanced business goals, user needs, and operational constraints to deliver a cohesive product experience
2 - The Problem
2 - The Problem
Most nutrition platforms rely on generic recommendations that fail to reflect individual lifestyles, preferences, and real world constraints. While users are often motivated to improve their health, they are quickly overwhelmed by conflicting information, rigid plans, and solutions that are difficult to sustain.
This leads to low trust, poor adherence, and ultimately abandonment. Instead of enabling better decisions, many platforms add friction. Requiring users to interpret complex data without clear, actionable guidance.
There is a gap between knowing what’s healthy and actually being able to follow through, especially when solutions don’t adapt to the user.
Most nutrition platforms rely on generic recommendations that fail to reflect individual lifestyles, preferences, and real world constraints. While users are often motivated to improve their health, they are quickly overwhelmed by conflicting information, rigid plans, and solutions that are difficult to sustain.
This leads to low trust, poor adherence, and ultimately abandonment. Instead of enabling better decisions, many platforms add friction. Requiring users to interpret complex data without clear, actionable guidance.
There is a gap between knowing what’s healthy and actually being able to follow through, especially when solutions don’t adapt to the user.
Users are prompted with isolated questions that lack context. This leads to shallow inputs and limits meaningful personalization. I identified that early onboarding fails to capture real user intent.
Users are prompted with isolated questions that lack context. This leads to shallow inputs and limits meaningful personalization. I identified that early onboarding fails to capture real user intent.
Users are required to complete long, rigid forms upfront. This increases friction and creates drop off early in the experience. I saw an opportunity to simplify input through adaptive, step by step interactions.
Users are required to complete long, rigid forms upfront. This increases friction and creates drop off early in the experience. I saw an opportunity to simplify input through adaptive, step by step interactions.
3 - Goals & Constraints
3 - Goals & Constraints
Goals
Deliver a personalized nutrition experience tailored to individual data, lifestyle, and goals
Translate complex health information into clear, actionable guidance
Build trust through transparency and intuitive user interactions
Design a scalable product supporting users across Canada and Taiwan
Align user needs with business goals, including conversion and retention
Goals
Deliver a personalized nutrition experience tailored to individual data, lifestyle, and goals
Translate complex health information into clear, actionable guidance
Build trust through transparency and intuitive user interactions
Design a scalable product supporting users across Canada and Taiwan
Align user needs with business goals, including conversion and retention
Constraints
Simplifying complex and sometimes inconsistent health data into an intuitive experience
Designing across languages and cultural contexts without losing clarity
Balancing personalization with simplicity to avoid overwhelming users
Integrating digital product design with physical packaging and fulfillment workflows
Operating within early stage technical and operational limitations (0 → 1)
Constraints
Simplifying complex and sometimes inconsistent health data into an intuitive experience
Designing across languages and cultural contexts without losing clarity
Balancing personalization with simplicity to avoid overwhelming users
Integrating digital product design with physical packaging and fulfillment workflows
Operating within early stage technical and operational limitations (0 → 1)
I designed a personalized formula experience that transforms user data into a clear, tangible outcome. By bridging the gap between abstract recommendations and real world products, the interface emphasizes clarity. Helping users understand exactly what they’re getting and why.
I designed a personalized formula experience that transforms user data into a clear, tangible outcome. By bridging the gap between abstract recommendations and real world products, the interface emphasizes clarity. Helping users understand exactly what they’re getting and why.
I designed a structured nutrition breakdown that simplifies complex health data into digestible insights. This allows users to quickly understand their intake without feeling overwhelmed. The goal was to build trust through transparency and clarity.
I designed a structured nutrition breakdown that simplifies complex health data into digestible insights. This allows users to quickly understand their intake without feeling overwhelmed. The goal was to build trust through transparency and clarity.
4 - Research & Insights
4 - Research & Insights
Approach
Research was conducted through a combination of informal user conversations, market analysis, and continuous feedback loops during product development. This included observing user behavior, identifying common friction points, and evaluating existing nutrition platforms.
Approach
Research was conducted through a combination of informal user conversations, market analysis, and continuous feedback loops during product development. This included observing user behavior, identifying common friction points, and evaluating existing nutrition platforms.
Key Insights
1. Users are overwhelmed, not unmotivated
Most users already have the intention to eat healthier, but struggle with the volume of conflicting information and lack of clear direction.
Key Insights
1. Users are overwhelmed, not unmotivated
Most users already have the intention to eat healthier, but struggle with the volume of conflicting information and lack of clear direction.
2. Generic plans break quickly
One size fits all nutrition plans fail to adapt to individual lifestyles, leading to low adherence and drop off after a short period.
2. Generic plans break quickly
One size fits all nutrition plans fail to adapt to individual lifestyles, leading to low adherence and drop off after a short period.
3. Clarity beats complexity
Users respond better to simple, actionable guidance rather than detailed data or overly technical insights.
3. Clarity beats complexity
Users respond better to simple, actionable guidance rather than detailed data or overly technical insights.
4. Trust is a major barrier
Users are skeptical of nutrition advice unless it feels personalized and relevant to their situation.
4. Trust is a major barrier
Users are skeptical of nutrition advice unless it feels personalized and relevant to their situation.
5. The experience doesn’t stop at digital
The overall journey including packaging, delivery, and physical touchpoints. Plays a key role in shaping user perception and satisfaction.
5. The experience doesn’t stop at digital
The overall journey including packaging, delivery, and physical touchpoints. Plays a key role in shaping user perception and satisfaction.
User Frustrations
Insights
Where users struggle today
Confusion from too much data
Confusion from too much data
Lack of personalization
Lack of personalization
No real world connection
No real world connection
5 - Key Decisions
5 - Key Decisions
Key Insights
1. Prioritized simplicity over data density
Instead of overwhelming users with detailed nutritional data, I focused on delivering clear, actionable recommendations. This reduced cognitive load and made it easier for users to make decisions quickly.
Key Insights
1. Prioritized simplicity over data density
Instead of overwhelming users with detailed nutritional data, I focused on delivering clear, actionable recommendations. This reduced cognitive load and made it easier for users to make decisions quickly.
2. Designed for real life flexibility, not rigid plans
Rather than enforcing strict meal plans, the experience was designed to adapt to different lifestyles and preferences. This allowed users to stay consistent without feeling restricted.
2. Designed for real life flexibility, not rigid plans
Rather than enforcing strict meal plans, the experience was designed to adapt to different lifestyles and preferences. This allowed users to stay consistent without feeling restricted.
3. Built personalization as a core experience
To address low trust in generic advice, I emphasized personalized inputs and outputs throughout the product. Ensuring users felt the recommendations were relevant and tailored to them.
3. Built personalization as a core experience
To address low trust in generic advice, I emphasized personalized inputs and outputs throughout the product. Ensuring users felt the recommendations were relevant and tailored to them.
4. Extended design beyond the screen
Recognizing that the user journey continues after checkout, I designed the full experience including packaging, print materials, and delivery touchpoints to create a cohesive and premium experience.
4. Extended design beyond the screen
Recognizing that the user journey continues after checkout, I designed the full experience including packaging, print materials, and delivery touchpoints to create a cohesive and premium experience.
5. Balanced business goals with user experience
Key flows were optimized to support both usability and conversion, ensuring the product remained intuitive while still driving business outcomes.
5. Balanced business goals with user experience
Key flows were optimized to support both usability and conversion, ensuring the product remained intuitive while still driving business outcomes.
6. Established a scalable design system early
To support growth and consistency, I built a design system that could scale across features, platforms, and future iterations of the product.
6. Established a scalable design system early
To support growth and consistency, I built a design system that could scale across features, platforms, and future iterations of the product.
I expanded the experience by introducing a clear breakdown of nutritional insights, allowing users to compare their blend against target goals. This adds transparency and control, helping users make informed adjustments with confidence.
I expanded the experience by introducing a clear breakdown of nutritional insights, allowing users to compare their blend against target goals. This adds transparency and control, helping users make informed adjustments with confidence.
I established a scalable design system to ensure consistency across features, platforms, and future iterations. Components and patterns were standardized early to streamline collaboration and reduce development overhead. This enabled the product to evolve efficiently while maintaining a cohesive experience.
I established a scalable design system to ensure consistency across features, platforms, and future iterations. Components and patterns were standardized early to streamline collaboration and reduce development overhead. This enabled the product to evolve efficiently while maintaining a cohesive experience.
6 - Solution & Product Experience
6 - Solution & Product Experience
Overview
The solution was designed as a personalized, end-to-end nutrition experience that transforms complex health data into clear, actionable guidance. The product focuses on simplicity, flexibility, and usability. Helping users make better decisions without feeling overwhelmed.
Overview
The solution was designed as a personalized, end-to-end nutrition experience that transforms complex health data into clear, actionable guidance. The product focuses on simplicity, flexibility, and usability. Helping users make better decisions without feeling overwhelmed.
1. Personalized Onboarding
The experience begins with a guided onboarding flow that captures key user data, including lifestyle, goals, and preferences.
Instead of overwhelming users with excessive inputs, the flow was designed to feel lightweight while still collecting enough information to deliver meaningful personalization.
Why it matters: Sets the foundation for trust and relevance from the start.
1. Personalized Onboarding
The experience begins with a guided onboarding flow that captures key user data, including lifestyle, goals, and preferences.
Instead of overwhelming users with excessive inputs, the flow was designed to feel lightweight while still collecting enough information to deliver meaningful personalization.
Why it matters: Sets the foundation for trust and relevance from the start.
2. Actionable Daily Guidance
Users are provided with simple, easy to follow recommendations tailored to their needs.
Rather than presenting complex nutritional data, the interface focuses on clarity. Helping users quickly understand what to do and how to follow through.
Why it matters: Reduces decision fatigue and improves consistency.
2. Actionable Daily Guidance
Users are provided with simple, easy to follow recommendations tailored to their needs.
Rather than presenting complex nutritional data, the interface focuses on clarity. Helping users quickly understand what to do and how to follow through.
Why it matters: Reduces decision fatigue and improves consistency.
3. Flexible User Experience
The product avoids rigid structures and allows users to adapt recommendations based on their real life situations.
This flexibility supports long term engagement by making the experience feel realistic and sustainable.
Why it matters: Drives better adherence compared to strict plans.
3. Flexible User Experience
The product avoids rigid structures and allows users to adapt recommendations based on their real life situations.
This flexibility supports long term engagement by making the experience feel realistic and sustainable.
Why it matters: Drives better adherence compared to strict plans.
4. Clear Information Hierarchy
Information was structured to prioritize what matters most, ensuring users are not overwhelmed by unnecessary details.
Visual hierarchy, spacing, and content prioritization were key in making the experience intuitive.
Why it matters: Improves usability and reduces friction.
4. Clear Information Hierarchy
Information was structured to prioritize what matters most, ensuring users are not overwhelmed by unnecessary details.
Visual hierarchy, spacing, and content prioritization were key in making the experience intuitive.
Why it matters: Improves usability and reduces friction.
5. Seamless End-to-End Journey
The experience extends beyond the digital product into physical touchpoints, including packaging, printed materials, and delivery.
Each step was designed to feel consistent and intentional, reinforcing the overall product experience.
Why it matters: Creates a cohesive brand and strengthens user perception.
5. Seamless End-to-End Journey
The experience extends beyond the digital product into physical touchpoints, including packaging, printed materials, and delivery.
Each step was designed to feel consistent and intentional, reinforcing the overall product experience.
Why it matters: Creates a cohesive brand and strengthens user perception.
Welcome / onboarding card
Welcome / onboarding card
I introduced a personalized formula experience that translates user data into a clear, tangible output. This bridges the gap between abstract recommendations and real world products. The interface focuses on clarity, helping users understand what they’re getting and why.
I introduced a personalized formula experience that translates user data into a clear, tangible output. This bridges the gap between abstract recommendations and real world products. The interface focuses on clarity, helping users understand what they’re getting and why.
Packaging box design
Packaging box design
I developed the packaging structure to ensure consistency across physical touchpoints. The design balances branding, functionality, and production constraints to deliver a cohesive product experience.
I developed the packaging structure to ensure consistency across physical touchpoints. The design balances branding, functionality, and production constraints to deliver a cohesive product experience.
Nutrition labels - Multi language
Nutrition labels - Multi language
I simplified complex nutritional data into structured, easy to read formats across multiple languages. This ensures clarity and accessibility, allowing users to quickly understand their intake regardless of region.
I simplified complex nutritional data into structured, easy to read formats across multiple languages. This ensures clarity and accessibility, allowing users to quickly understand their intake regardless of region.
Final product / packaging mock
Final product / packaging mock
I designed the final product presentation to feel premium, cohesive, and aligned with the digital experience. This reinforces trust and creates a seamless connection between digital guidance and real world use.
I designed the final product presentation to feel premium, cohesive, and aligned with the digital experience. This reinforces trust and creates a seamless connection between digital guidance and real world use.
7 - End-to-End Experience
7 - End-to-End Experience
Overview
Protocol was designed as a complete end-to-end experience spanning website, web application, mobile, packaging, and delivery. Each touchpoint works together to guide users from discovery to purchase and into real world usage, creating a cohesive and consistent product experience.
Overview
Protocol was designed as a complete end-to-end experience spanning website, web application, mobile, packaging, and delivery. Each touchpoint works together to guide users from discovery to purchase and into real world usage, creating a cohesive and consistent product experience.
1. Website Experience
I designed the marketing website as the primary entry point for users, focusing on clearly communicating the value of personalized nutrition. The experience uses structured content, clear messaging, and intuitive flows to guide users from discovery to conversion with minimal friction.
Why it matters: The website shapes first impressions, builds trust, and drives user acquisition.
1. Website Experience
I designed the marketing website as the primary entry point for users, focusing on clearly communicating the value of personalized nutrition. The experience uses structured content, clear messaging, and intuitive flows to guide users from discovery to conversion with minimal friction.
Why it matters: The website shapes first impressions, builds trust, and drives user acquisition.
2. Web & Mobile Product Experience
I designed the core product experience across both web and mobile, ensuring consistency and usability across platforms. The interface focuses on delivering personalized recommendations through a clear, guided flow, making complex health data easy to understand and act on.
Why it matters: A seamless cross platform experience increases accessibility, engagement, and long term retention.
2. Web & Mobile Product Experience
I designed the core product experience across both web and mobile, ensuring consistency and usability across platforms. The interface focuses on delivering personalized recommendations through a clear, guided flow, making complex health data easy to understand and act on.
Why it matters: A seamless cross platform experience increases accessibility, engagement, and long term retention.
3. Brand & Marketing Touchpoints
I developed visual assets across social media and marketing channels to ensure consistent communication of the product’s value. This included campaign visuals, promotional content, and brand direction to support user acquisition and engagement.
Why it matters: Consistent branding reinforces trust and strengthens recognition across channels.
3. Brand & Marketing Touchpoints
I developed visual assets across social media and marketing channels to ensure consistent communication of the product’s value. This included campaign visuals, promotional content, and brand direction to support user acquisition and engagement.
Why it matters: Consistent branding reinforces trust and strengthens recognition across channels.
4. Packaging & Print Design
I designed packaging and printed materials to reflect the product’s premium and personalized experience. This included inserts, informational cards, and branded elements that guide users after receiving the product.
Why it matters: Physical touchpoints extend the experience beyond digital and reinforce brand perception.
4. Packaging & Print Design
I designed packaging and printed materials to reflect the product’s premium and personalized experience. This included inserts, informational cards, and branded elements that guide users after receiving the product.
Why it matters: Physical touchpoints extend the experience beyond digital and reinforce brand perception.
5. Order to Delivery Experience
I mapped and structured the full journey from purchase to delivery, ensuring a smooth and predictable experience. This included packaging flow, shipping considerations, and how users interact with the product upon arrival.
Why it matters: A seamless delivery experience reduces friction and improves overall satisfaction.
5. Order to Delivery Experience
I mapped and structured the full journey from purchase to delivery, ensuring a smooth and predictable experience. This included packaging flow, shipping considerations, and how users interact with the product upon arrival.
Why it matters: A seamless delivery experience reduces friction and improves overall satisfaction.
6. Operational Workflow Design
I contributed to structuring internal workflows across packaging, fulfillment, and vendor coordination to support execution at scale. This ensured alignment between the designed experience and real world operations.
Why it matters: A strong user experience depends on reliable systems behind the scenes.
6. Operational Workflow Design
I contributed to structuring internal workflows across packaging, fulfillment, and vendor coordination to support execution at scale. This ensured alignment between the designed experience and real world operations.
Why it matters: A strong user experience depends on reliable systems behind the scenes.
Nutrition labels - Multi language
Nutrition labels - Multi language
Web App - Personalized Experience
Web App - Personalized Experience
Packaging - Physical Experience
Packaging - Physical Experience
User Flow - End-to-End Journey
User Flow - End-to-End Journey
8 - Impact & Results
8 - Impact & Results
Product Experience
Transformed complex nutrition data into a clear, user friendly experience that is easy to understand and act on
Reduced user friction by simplifying decision making and improving overall usability
Created a more approachable and engaging experience compared to traditional nutrition platforms
Product Experience
Transformed complex nutrition data into a clear, user friendly experience that is easy to understand and act on
Reduced user friction by simplifying decision making and improving overall usability
Created a more approachable and engaging experience compared to traditional nutrition platforms
User Engagement & Trust
Improved user confidence through personalized recommendations tailored to individual needs
Increased perceived value of the product by aligning the experience with real life behaviors and expectations
Established a stronger sense of trust through consistency across digital and physical touchpoints
User Engagement & Trust
Improved user confidence through personalized recommendations tailored to individual needs
Increased perceived value of the product by aligning the experience with real life behaviors and expectations
Established a stronger sense of trust through consistency across digital and physical touchpoints
Business & Operations
Contributed to a cohesive end-to-end product that connects product, branding, and fulfillment
Streamlined packaging and shipping workflows to improve operational efficiency
Supported product positioning and go to market efforts through design and branding execution
Business & Operations
Contributed to a cohesive end-to-end product that connects product, branding, and fulfillment
Streamlined packaging and shipping workflows to improve operational efficiency
Supported product positioning and go to market efforts through design and branding execution
Scalability
Enabled faster iteration and feature expansion through a scalable design system and structured user flows
Designed a flexible product experience adaptable across multiple markets (Canada ↔ Taiwan)
Reduced design and development overhead by implementing reusable components and consistent patterns
Scalability
Enabled faster iteration and feature expansion through a scalable design system and structured user flows
Designed a flexible product experience adaptable across multiple markets (Canada ↔ Taiwan)
Reduced design and development overhead by implementing reusable components and consistent patterns
9 - Reflection
9 - Reflection
What I Learned
Designing Protocol reinforced the importance of balancing simplicity with functionality. While personalization is powerful, it only works when users can easily understand and act on the output.
I also learned that great product experiences go beyond the screen. Aligning digital design with operations, packaging, and delivery is critical to creating something that feels complete and cohesive.
What I Learned
Designing Protocol reinforced the importance of balancing simplicity with functionality. While personalization is powerful, it only works when users can easily understand and act on the output.
I also learned that great product experiences go beyond the screen. Aligning digital design with operations, packaging, and delivery is critical to creating something that feels complete and cohesive.
What I Would Improve
With more time and resources, I would deepen the personalization layer by incorporating more dynamic data and feedback loops to continuously refine recommendations.
I would also expand user testing across different regions to better understand cultural differences and further optimize the experience for a global audience.
What I Would Improve
With more time and resources, I would deepen the personalization layer by incorporating more dynamic data and feedback loops to continuously refine recommendations.
I would also expand user testing across different regions to better understand cultural differences and further optimize the experience for a global audience.
Looking Forward
This project shaped how I approach product design. Thinking beyond interfaces and focusing on the full user journey, from first interaction to real world experience.
Moving forward, I aim to continue building products that are not only functional and scalable, but also grounded in real user behavior and business impact.
Looking Forward
This project shaped how I approach product design. Thinking beyond interfaces and focusing on the full user journey, from first interaction to real world experience.
Moving forward, I aim to continue building products that are not only functional and scalable, but also grounded in real user behavior and business impact.
Social Media Posts
Social Media Posts
Color Systems & Typography
Color Systems & Typography