Intro

Problem statement

Parents of kids with ADHD don't need more advice. They need one thing to do together tonight.

Advice always arrives long before the hard moment does — and by the end of a long day there's no bandwidth left to remember a technique from an article skimmed three weeks ago.

Insight 1

Parents open the app mid-moment, not mid-curiosity.

Insight 2

Reading about it feels like progress. Doing one small thing is progress.

Insight 3

The evening routine tends to rest on one parent, rarely the whole family.

Insight 4

A five-year-old and a twelve-year-old need different tools for the same feeling.

Insight 5

What survives a tired evening is ten minutes, not a course.

Insight 6

Progress is easier to keep when a child can see it too.

Insight 1

Parents open the app mid-moment, not mid-curiosity.

Insight 2

Reading about it feels like progress. Doing one small thing is progress.

Insight 3

The evening routine tends to rest on one parent, rarely the whole family.

Insight 4

A five-year-old and a twelve-year-old need different tools for the same feeling.

Insight 5

What survives a tired evening is ten minutes, not a course.

Insight 6

Progress is easier to keep when a child can see it too.

A collection of insights gathered from

Parent interviews and therapist consults

Our solution

Savvy, a companion that turns parenting advice into one small thing you and your child do together tonight.

Built with behavioral therapists and ADHD specialists — a plan shaped around one child, split into pieces small enough to survive a tired evening.

Process

Overview

A daily plan built around one specific child, not a library of generic advice

Savvy is a mobile companion for parents raising kids with ADHD and big emotions — built with input from behavioral therapists and ADHD specialists. Instead of another feed of parenting articles, it builds a personalized plan around one child, then breaks that plan into pieces small enough to survive a real, tired day: a few quiet minutes for the parent, a short activity to do with the kid, and evidence-based tools for the moments that matter most.

AI Coach — concept

Support that matches the moment, not a search bar

The AI Coach pillar isn't a general chatbot bolted onto the app — it's meant to sit closer to the CBT-based intake than to customer support. Short, calm, and quick to offer a concrete next step rather than more reading. Mocked up here to illustrate the tone; it isn't a captured screen.

He melted down over shoes again. I don't even know what set him off.

That sounds exhausting. Want a 2-minute reset you can use right now, or should we look at what usually leads up to it?

The reset. I have zero minutes today.

Illustrative — not a captured screen

School Bedtime Siblings Screen time Grandma

Who does it

I do — the parent alone We do — with the child Extra — anyone, anytime

Where a hard day finally has a next step

One plan, one child, and every piece labeled by who does it — so a parent, a partner, or a grandparent can pick up the same evening without re-reading anything.

UI kit

Get Started I already have an account

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Nunito

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#5C65EA · Brand violet

#FFA900 · Logo orange

#C1E637 · Play lime

#FBDDE6 · Together pink

#FBF0C8 · Extra sand

#2E2E38 · Ink

Tier badges

I do We do Extra

A short daily exercise

A few quiet minutes

A game to do together

Connected moments

Tools and tips to go deeper

Whenever you want more

Course & lesson

Course · 15 lessons

Tantrums Tamed

About this course >

Lesson 1

What to Do During a Meltdown

3 min

Lesson 2 · locked

After the Meltdown: Reconnect & Repair

20%

Navigation & chat

All 12 Focus Calm

He melted down over shoes again.

Want a 2-minute reset you can use right now?

My Plan Courses Do Together Today

The tab bar could have shipped with a generic icon library — a map pin, a lightbulb, a grid, a checklist — and nobody would have questioned it. Savvy didn't: every tab is a custom illustrated shape, including a literal treasure map for “My Plan” that no stock set would suggest. Move your cursor across the panel below to compare.

Generic default

Map pin

Lightbulb

Apps grid

Checklist

Shipped in Savvy

My Plan

Courses

Do Together

Today

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Move your cursor over the panel — the divider follows live. Icons on the right are redrawn to match the shipped tab bar (traced from the app, not exported assets); “Courses” is the one tab that stayed close to its generic form.

Screens

Warm sign-up, no questions yet

CBT intake, one plain question at a time

Three scored outcomes, not one flat bar

Named build steps instead of a spinner

Age band first, then activity type

Narrated stories for screen-free time

Three tiers, named and colour-coded

The plan, written as outcomes

Two options, one clearly anchored

Savvy — let’s personalize your experience

Three quick questions before a session

The session built from those answers

Lesson opens by naming the moment

Theory optional: skip to tools or dive in

Flip & Talk: a deck you tap through together

One question per card, nothing else on screen

Today: one note, then personal insights

Progress framed as family growth, not streaks

The quieter second entry point

On the product side, we shifted the narrative from simply showing "facts about your body" to positioning the app as a coach that helps you reach goals. We introduced motivational features such as achievements, trendline graphs, and the ability to compare body composition against food and activity data.

To support this shift, I designed a set of new features that gave users not only numbers, but context, motivation and daily actions.

I also ran systematic experimentation with the paywall: testing placement and timing, defaults for monthly vs. annual, visual treatments, trial lengths, and messaging. The most impactful decision was adding a lifetime subscription, which quickly became one of the most popular options.

Our paywall work wasn't just design polish — it was a series of A/B experiments. Some of them gave surprising results, where quick draft versions outperformed carefully polished designs. Here's a chance to experience one of those tests yourself:

On the marketing side, I hired and mentored a communication designer, giving direction for 3D visuals, animations, and campaign assets. Together with the team and contractors, I produced copy, visuals, and creative concepts. We refreshed landing pages, ran A/B experiments on the homepage, and created specialized funnels — for example, targeting users motivated by weight loss.

I contributed ideas, texts, and creatives, ensuring consistency across SMM, email campaigns, and device visuals. I also helped organize brand photoshoots, including Barcelona assets, to maintain visual unity.

Through user research, I support a continuous loop of interviews, surveys, and complaint analysis. This revealed unexpected insights: a smaller CTA button sometimes converted better, and imagery of the red strap delivered higher CTR even though black straps sold more. These experiments reinforced a culture of testing and learning.

Finally, I worked on strategy and roadmap. We created a validated backlog of improvements: expanded surveys, premium reports, and new premium features. I also participated in early planning for the next generation device, helping adapt the app UX, packaging, and overall journey for upcoming hardware.

Results

≈10× growth in premium subscriptions (2023–2025).

≈2× increase in device sales over the same period.

More consistent brand identity and creative output across all channels.

Predictable research–hypothesis–test cycle, building confidence in future product iterations.

A clear roadmap for premium features and next-gen device integration.

Learnings

This work confirmed several lessons: users engage more when they see a goal and next step, not just raw data. Lifetime subscriptions combined with shorter trials outperformed other plans. Visual presentation matters — even counterintuitive variations, like red strap imagery, can lift conversion. Small UX changes such as wording or button size may shift metrics significantly. And a structured backlog, grounded in user insights, is as valuable for growth as immediate feature releases.

Final screens

Process

Setting the scene

The product looked fine. Until you tried to build anything in it.

Every UI decision turned into a discussion. The component library existed, but it was too limited to be useful and too rigid to evolve.

"If it's not in the library, we don't build it." This was the default answer to most things.

So teams either argued, hacked around it, or shipped poor UX. As a surprise to no one, delivery slowed and issues piled up. This was the state of the product when I joined.

It was clear this wouldn't be sustainable, so I pushed for a proper design system — one that teams could actually use. It wasn't an easy sell, but over time the need became obvious. Eventually we formed a small team: two front-end developers (web and mobile) and me on design.

Constraints

With no full-time DS team, I chose speed and adoption over purity.

No one was working on the system full-time, so aiming for a "perfect" system wasn't realistic. For us the biggest goal was adoption, and that meant making trade-offs.

I worked closely with developers to accelerate setup. Instead of building everything from scratch, we agreed to use existing foundations and align the UI to our brand, rather than reworking component logic.

We landed on WebAwesome for Angular and Material 3 for Flutter — which meant accepting some inconsistencies across platforms.

To keep the system manageable, we set a few clear rules:

Add a component only if at least two teams need it.

Build for current needs, not hypothetical ones.

This reduced complexity for developers and sped up their work a lot.

Web component and Flutter native date pickers

The foundations

Setting up a solid token structure.

We built the system on an Atomic Design approach, supported by a shared token system between Figma and code.

I set up tokens for color, typography, spacing, radii and heights, and defined a three-layer token structure:

Primitive — raw values.

Semantic — meaning-based tokens.

Component — specific overrides when needed.

It was a pain to set up, but it saved us many times down the line.

💡This token structure made dark mode and multi-brand theming a piece of cake.

Token layers from raw value to component-based

Iconography

Icons were a huge topic for us. The previous set had no unified style and was just jammed together, so I knew it had to be reworked.

We adopted Google's Material Icons (rounded) as a base for its extensive library and clean look. But that wasn't enough — our product is very domain-specific, so we kept integrating new icons down the line.

Over the design system's lifecycle we drew about 80 custom icons by hand.

Systemic fixes

Making good UX the default

At the same time, I used the system to fix long-standing UX issues without turning each one into a debate. Instead of proposing isolated improvements (which usually get deprioritized), I embedded them directly into the foundation.

Accessibility by default — color tokens were set so text and surface combinations consistently pass WCAG AA or APCA contrast.

Usable touch targets — all interactive elements meet a minimum of 44px, even when visually smaller.

Safer interactions — introduced proper destructive actions, previously missing from the library.

This way teams didn't have to "opt in" to better UX — it came built into the system.

Contrast checks for text colors on surfaces

Full workflow

From Figma to production

Any designer working on a design system knows it's only as good as the front-end dev building it — luckily, we had two strong ones. Through Supernova we connected the system to Storybook and Widgetbook, which became the single source of truth for developers.

Later we pushed it a bit further: using Figma's Code Connect and MCP servers, we made the system easier to use in AI-assisted code generation.

My role here was support:

Aligning naming conventions with code standards.

Adjusting variants to match component props.

Workflow from Figma to Flutter and Angular

Next case

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Hey — I'm Ishkhan. I make complex products feel like systems you can steer

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A daily collaborator, not a topic.

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What I bring

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Parents of kids with ADHD don't need more advice. They need one thing to do together tonight.

Savvy, a companion that turns parenting advice into one small thing you and your child do together tonight.