Curve
Curve
Powerful wellness platform that helps users progress themselves day by day, built for Gen Z — the most ambitious and most anxious generation on record.
Powerful wellness platform that helps users progress themselves day by day, built for Gen Z — the most ambitious and most anxious generation on record.
Designed at Despark
Challenge
A self-improvement app has to be engaging enough that people come back, and a client whose business is behaviour change won't accept engagement bought with the usual tricks. So the brief carried its own tension: make it compelling, make it beautiful enough to compete with the wellness apps this audience already uses, and don't monetise their attention.
Strategy
The hard call was engagement: the app had to be sticky enough to build a habit, and the client's whole business rests on time being well spent — so anything that manufactured urgency was off the table. The field research told me where competitors buy engagement cheaply; the design went the other way, with progress that's visible and never pushy.
Outcome
Shipped on iOS within the six months, with a 35% tap-to-install conversion rate against an industry average of 5.9%, 1,000 downloads in the first two weeks, and paying subscribers from day one. I owned the market analysis, the user flow, and the interface across the app.
Challenge
A self-improvement app has to be engaging enough that people come back, and a client whose business is behaviour change won't accept engagement bought with the usual tricks. So the brief carried its own tension: make it compelling, make it beautiful enough to compete with the wellness apps this audience already uses, and don't monetise their attention.
Strategy
The hard call was engagement: the app had to be sticky enough to build a habit, and the client's whole business rests on time being well spent — so anything that manufactured urgency was off the table. The field research told me where competitors buy engagement cheaply; the design went the other way, with progress that's visible and never pushy.
Outcome
Shipped on iOS within the six months, with a 35% tap-to-install conversion rate against an industry average of 5.9%, 1,000 downloads in the first two weeks, and paying subscribers from day one. I owned the market analysis, the user flow, and the interface across the app.
© 2026 Design and code by Daniel Prashtilsky.