Scaling Kwit's UX Maturiy
Kwit is a startup in the wellness and health space, built to help people achieve a healthier lifestyle by quitting smoking. When I joined, the team had just three people; by the time I left, it had grown from 9 to 18. I was their first design hire, stepping in as the founding Product Designer to shape both the product and the design culture.
Impact
Promoted to Lead Product Designer in less than 1 year.
Kwit as the first smoking cessation app validated by World Health Organization.
Built and led a cross-functional design team with 3 direct reports: UI Designer that transitioned to UX Designer, UX writer and Junior Motion Designer.
Design Sprint and Design Critique framework introduced.
Continuous discovery practice embedded across teams.
Reduce time-to-launch on complex features.
UX elevated from tactical execution to strategic influence.
Company
Kwit
Year(s)
2020-23
Role
From Founding to Lead Designer
We approached Kwit’s UX transformation with a clear goal: to make every decision evidence-based. Nothing rushed, nothing guess-driven — just a structured approach to understanding, prioritizing, and designing around what users truly need.
Opportunity space
We started by learning who Kwitters are, how they use the app, and what motivates or frustrates them. These insights guided a rethink of Kwit’s business model, reshaping the core experience around meaningful, long-term value.
Step by step, from roadmap planning to development, our team rituals and discussions shaped Kwit’s UX and product approach, evolving it from execution-focused to strategy-driven. Decisions became grounded in evidence, problems were framed before solutions, and, most importantly, the user finally had a seat at the table.
Bonus: Kwit validated by the World Health Organization
Thanks to the opportunity I had at Kwit, I was able to contribute to something I’m truly proud of. As a small team, we enhanced the product’s UX maturity and embedded behavioral science into the app in a way that was both thoughtful and practical for users.
Our work was ultimately recognized when Kwit was validated by the World Health Organization, becoming the first smoking cessation app to receive this recognition — a milestone that meant a lot to all of us.
