Instagram and TikTok as there is already an established beauty community on those platforms.

I’d start by identifying the core user values around natural materials—authenticity, sustainability, and quality—and pair that with emotional drivers of comfort like ease, warmth, and trust. From there, I’d design content that merges both visually and narratively: using earthy textures, neutral palettes, and close-up imagery of the materials in use, while pairing copy that emphasizes the feeling those materials provide. For example, in a past campaign with Trojan Marketing Group, I translated user insights into creative storytelling that connected product features with emotional needs. I’d apply the same approach here—grounding content in research-backed insights but delivering it in a way that makes the user imagine themselves experiencing both the natural quality and comfort.

At IWingo, a rideshare startup, I redesigned five core app flows including login and home navigation, which were causing user drop off. I collaborated with engineers to prototype solutions and ran A/B testing with 200+ users. The redesign improved usability and led to a 14% increase in early user retention, giving new users a much smoother first experience.