Case Study: Designing the Supplement Quiz & Web App for Vitaon

Overview

Vitaon is a health tech startup that uses AI to recommend personalized supplement routines based on a user’s lifestyle, goals, and symptoms. I joined as the first and only designer, working directly with the founder to bring the initial product vision to life — from brand identity and system design to the quiz experience and recommendation flow.

The Problem We Were Solving

Most people don’t know which supplements are right for them — they rely on vague advice, trial and error, or influencer content. The founder hypothesized that with the right data and framing, we could guide users to smarter, more personalized choices.

But there was a major barrier: users didn’t trust the process. Early tests showed that when people saw supplement recommendations without clear context or explanations, they bounced. The product needed to feel credible, guided, and personal, not automated or generic.

My Approach

Designing a Guided Quiz Experience
I designed an adaptive quiz that asked targeted questions about user health goals, energy levels, sleep, digestion, and more. Each step was intentionally simple and conversational to avoid overwhelming the user.

• The interface used progress indicators and bite-sized screens to maintain momentum
• I tested multiple quiz flows and rewrote questions to strike the right tone between casual and credible
• The goal was to balance data collection with emotional buy-in — users needed to feel like this was for them, not just a generic intake form

Building Trust Through Transparency
Once users completed the quiz, they were shown their supplement stack along with personalized reasoning behind each recommendation. I designed explanation cards that:

• Pulled in relevant quiz responses (“Because you mentioned low energy in the afternoon…”)
• Linked each supplement to research-backed benefits
• Included clear opt-out controls to avoid pressure or upsell fatigue

This helped shift the experience from "AI black box" to a more collaborative, trusted health tool.

My Approach

In user testing, we saw that people weren’t just looking for quick answers — they wanted to understand why. Every design decision centered on making the experience feel human, thoughtful, and reassuring.

I prioritized clarity over cleverness in the UI and copy, and spent extra time prototyping the explanation layer, knowing it would be key to both conversion and retention.

Defining Success

I worked with the founder to define success around:

• Quiz completion (Were users making it through the flow?)
• Recommendation engagement (Were users clicking to learn more or customizing their stack?)
• Perceived trust (Did users feel confident in the suggestions?)

We used lightweight survey prompts, session recordings, and early email signups to track improvements over time.

Outcomes & Impact 

After the redesign:

• More users completed the quiz and reached the recommendation screen
  
• Feedback shifted from confusion (“What is this suggesting?”) to curiosity and engagement
  
• The system became stable enough to support the first set of paid users and early partnerships
  

Most importantly, we created a product that communicated care, not just automation, which was core to Vitaon’s mission.

Final Reflection

This project taught me how to design for trust in AI, especially in health. The temptation is to automate everything, but people engage when they feel heard, understood, and in control. As the only designer, I had to balance speed with depth and work across branding, UX, and content. It was a crash course in building product intuition from scratch.