RoleS and responsibilities

Client

Feelmore Labs

Client

Feelmore Labs

Client

Feelmore Labs

Brand

Cove

Brand

Cove

Brand

Cove

Role

VP of Creative

Role

VP of Creative

Role

VP of Creative

Built design teams to facilitate the 360 launch of a new type of wearable called Cove. Led internal and external teams to product the Cove App, marketing website and all marketing materials.

Team

CEO:

François Kress

CEO:

François Kress

CEO:

François Kress

CPO:

Nicolas Chikhani

CPO:

Nicolas Chikhani

CPO:

Nicolas Chikhani

Marketing

Michael Kim

Marketing

Michael Kim

Marketing

Michael Kim

Product Design

Ross Lauda

Product Design

Ross Lauda

Product Design

Ross Lauda

Product Design

Greg Brock

Product Design

Greg Brock

Product Design

Greg Brock

Animation

Peter Berthold

Animation

Peter Berthold

Animation

Peter Berthold

Cove

Brand launch

The situation

Cove is a revolutionary new wearable device that uses patented vibrations to calm the brain and improve sleep. When I first joined the team, I was the primary product designer tasked with designing a companion app that would control and customize using Cove, keep track of streaks, and be visually designed to reflect the promise of the brand.

01

Cove was a device that decreased stress using patented vibrations through the skin. A side effect of this was improved sleep.

02

We needed to concurrently design the companion app, define the user flows while concurrently working on visual design.

03

We would have user testing at specific milestones just to gauge reaction on the app itself.

Hypothesis

Cove wasn't like a television where everyone already understood its function. Cove was a completely new concept and the app was essential to earning user trust and helping bolster retention if users had doubts on efficacy.

A new kind of wearable

Worn on the head, Cove is an intrusive device. The app had to be an extension of calm and comfort that the physical device provided.

Figuring it all out

There had been previous explorations from other agencies, but we threw it all away and started from scratch.

The process

We had one year to build a 0-1 app that acted as a functional reflection of peace and relaxation. Every aspect of the design had to keep the user within the calm mindset.

Session tracking

Beyond basic controls, Cove monitored heart rate and assessed stress levels. These records were recorded saved to show trends for the user.

A simple and clear onboarding

User testing showed us users had a hard time understanding basics from putting Cove on to even understanding when the device was active or not.

Putting Cove in human context

In addition to added user flows in the app, we created explainer animations that could double as marketing content.

The Cove app

I completed one iteration of the app early one as the sole designer. After I was elevated and built a product design team, we refined and completed a second set which eventually launched in the App Store.

Successfully launched in the App Store

Cove successfully launched in the App store in early 2021.

Follow the data and relaunch

After launching the inaugural website, we took the data and feedback we collected and created a more optimized site experience.

Results

I spent 2+ years working at Feelmore Labs and went from being a freelance UI motion designer to VP of Creative. In that span we successfully launched Cove to the world, raised additional funding, featured at Ted Talk and saw steady user adoption.

20k+ units sold

As with all new products, we started selling only a few units weekly to over a hundred weekly as we iterated and improved our cross-channel strategies.

2:25 Time on site

After learning from our mistakes we refreshed our marketing strategy and website to improve our time on site from :30 to over 2:25, after simplifying education.

Brooklyn, NY