DIGITAL WELLNESS STARUP / CO-FOUNDER / PRODUCT STRATEGY
Building a digital wellness platform from idea to launch
YogaDrive.co pairs personalized sessions, clear progress, and calm coaching so a sustainable practice can fit into every kind of day.
PRODUCT
UK-based digital wellness startup. Personalized yoga programs, guided learning, and habit-building experiences designed for everyday life.
AUDIENCE
People building sustainable wellness habits.
Designed for professionals seeking flexible routines that fit around work, travel, and family life.
ROLE
Co-Founder & Product Design Lead
Product strategy, UX, brand experience, customer research, content production, growth initiatives, and end-to-end product design.
FOUNDER OWNERSHIP / UA × UK TEAM
Building a startup beyond product design
Co-founded wellness product YogaDrive.co, building it from concept to launch with a UK founding team. My role extended beyond UX into product strategy, instructor partnerships, customer research, content production, brand development, and go-to-market planning.
Together we built not only the product, but also the operational foundations needed to bring a digital wellness platform to market.
FROM IDEA TO LAUNCH
STARTUP LIFE
CO-FOUNDER
USER PERSONA
Vik, 33 — a high-achieving professional who needs yoga to work around life
Vik is a solicitor living in England & Wales. Her days are fluid and full, so wellness needs to fit between work, commuting, and time with friends — not compete with them.
“I want yoga to feel like a choice I can make tonight, not another appointment I have to plan my day around. I absolutely have no time for activities and can’t make myself jump into
regular sports.”
“ I already have an account at American YogaGlo, which is comfy to use, but can’t understand all the yoga words! “
THE CORE PROBLEM
Making a consistent yoga practice possible for people with inconsistent schedules
Vik’s story surfaced the central tension: a desire to care for her body, but no practical way to commit to fixed classes, travel time, or unfamiliar English-language instruction.
TIME
Travel and rigid timetables made regular classes hard to sustain.
LANGUAGE
Generic apps created distance through unfamiliar terminology and teaching styles.
CONTINUITY
Without a personal path, motivation faded between individual classes.
A digital wellness experience that pairs trusted Ukrainian instructors with personalized programs, clear progress paths, and meaningful goals — making authentic, nature-inspired 🌳 yoga accessible from anywhere.
MARKET FIT
PRODUCT ROADMAP
From research to launch, one connected delivery plan
PRODUCT
Phase 01 - Research&Preparation
Phase 02 - Pitch Deck& Brand Design
Phase 05 - Signing contracts
Phase 03 - UX Design
Phase 04 - UI Design
Phase 07 - Video Production
MVP
Phase 08 - Development
Phase 06 - UI Design
CONCEPT
YogaDrive Case Study
Artifact: Synthesis
Affinity Mapping
Synthesizing qualitative user research insights into actionable opportunity clusters.
N = 24 Interviewees
Scheduling Friction
Fixed class times clash with demanding work schedules
P-100
No flexibility for short, micro-sessions on busy days
P-101
Timezone confusion when booking premium live global classes
P-102
Cost Barriers
Premium studio pricing feels exclusionary for recurring platform model
P-100
No pay-per-class or flexible pack options for casual practitioners
P-101
High anxiety around upfront annual membership commitment models
P-102
Motivation & Growth
Absence of transparent progress indicators causes early abandonment
P-100
Too easy to skip practice without routine check-ins and pushes
P-101
Deeply miss the physical community environment of live studios
P-102
Lack of celebratory milestone achievements to inspire consistency
P-103
Privacy & Comfort
Extreme self-consciousness during camera-on group virtual spaces
P-100
Strong preference to practice privately and nail poses before joining live
P-101
Strong desire for quiet, individual constructive instructor feedback
P-102
Content Discovery
Struggle to discern the true expertise levels of varied program filters
P-100
Dense content catalog triggers search overload and analysis paralysis
P-101
Want direct personalized recommendations linked to biological recovery
P-102
Core Strategic Takeaways
1
Key Pattern
Privacy First Onboarding
Intermediate practitioners need a secure, non-judgmental environment. Camera-optional states and private feedback channels must guide the initial user journey.
2
Key Pattern
Smarter Class Micro-Dosing
Rigid 60-minute classes fail busy lifestyles. The platform must design around 10, 15, and 20-minute tailored 'flow drops' to keep routine habits intact.
3
Key Pattern
Low-Risk Entry Models
Users view subscription locking with intense skepticism. A credit-based single class tier lowers psychological barriers, driving higher secondary conversions.
PLATFORM NAVIGATION SCHEMA
A calm navigation model that always leads back to practice
HOME
Next practice
PROGRAMS
Guided paths
PRACTICE
Start now
PROGRESS
Your rhythm
PROFILE
Goals & settings
PRACTICE JOURNEY
Designing a product around lasting habits — not perfect routines
01 / DISCOVER
Discover a practice tailored to your needs
02 / COMMIT
Build a routine you can maintain
03 / PRACTICE
Practice in the calm of nature, wherever you are
04 / GROW
Turn consistency into long-term wellbeing
DESKTOP EXPERIENCE
A calm studio designed for exploration, trust, and return visits
DISCOVER • PRACTICE • RETURN
01 · DISCOVER
Explore classes with intent
Filters turn time, level, focus, and energy into a smaller set of relevant classes.
02 · EVALUATE
Decide with context
Video, teacher context, and class details sit together before someone commits.
03 · PLAN
Plan around real life
Flexible planning and subtle progress cues make a recurring routine feel achievable.
04 · RETURN
Build trust in the guide
Profiles make teaching style, credibility, and class fit visible before the next session.
MOBILE EXPERIENCE
Practice, planning, and progress—designed for the rhythm of a real day
DISCOVER • PLAN • GROW
01 · DISCOVER
Flow 01 — Discover a practice
A personal home brings together relevant classes, then progressively reveals the right detail and an immersive player when someone is ready to begin.
FOCUSED DISCOVERY — Start with the classes that fit.
CONFIDENT CHOICE — Details make the next step clear.
IMMERSIVE PRACTICE — A calm player keeps attention present.
02 · PLAN
Flow 02 — Build a rhythm
Today’s plan, a flexible weekly schedule, and a completed-class moment translate intention into a rhythm that stays realistic across changing days.
STRUCTURE — A schedule creates daily clarity.
MOTIVATION — Small wins make return feel natural.
PERSONALIZATION — The plan adapts to real life.
03 · RETURN
Flow 03 — Return with confidence
Completion feedback and a simple path back into a familiar class help turn a one-off session into a practice people can sustain.
AUTHENTICITY — Trust grows through real instructors.
RELATIONSHIP — Familiarity encourages return.
COMMUNITY — Shared rituals build belonging.
PRODUCT PRINCIPLES
Find the right practice faster.
Build a routine that adapts.
Build trust with each return.
Keep practice feeling personal.
DESIGN SYSTEM
One visual language across every practice moment
A shared Design System brought YogaDrive’s web and mobile experiences into one calm, recognisable product language.
OUTCOME
From an idea to a market-ready wellness product
YogaDrive.co evolved from an early concept into a complete digital wellness experience — combining product strategy, expert-led content, brand identity, and a scalable platform that enabled personalized practice from anywhere.
0 → 1
Startup launched
Defined the product vision, customer journey, and MVP from concept to launch.
CO-FOUNDER
Cross-functional ownership
Led product strategy, UX, content production, partnerships, and go-to-market execution.
UK × UKRAINE
International collaboration
Built the platform with a distributed founding team, combining UK product leadership with Ukrainian instructors and production.
IMPACT
Ownership included
An end-to-end remit across strategy, experience, and launch.
Product Strategy
UX Research
Branding
Design System
Video Production
Instructor Partnerships
Marketing
Customer Discovery
Launch Strategy
