Aide

Skincare built on evidence-based medicine

• Narrowed the audience to one segment — people with problem skin and frequent flare-ups. That set the product’s tone and cut a run of doubtful features.
• Went through the 6 main competitors: not one puts an AI assistant, telemedicine and a care diary in the same place — that is what the concept is structured around.
• Gathered the hypotheses through a synthetic interview with AI in the user’s seat, then checked them against 5 real people — the AI shortened the prep, the conclusions came from the humans.
• Wrote the JTBD, designed the navigation (4 key scenarios, 25 screens) and built a component library on tokens.