The Problem
A consumer genomics startup building personalized DNA lifestyle apps for an emerging marketplace with no established playbook. A technical product, a skeptical public, and the challenge of turning personalized genomic data into something people actually wanted to use every day.
The Insight
Reaching health-conscious consumers, fitness enthusiasts, and early adopters required more than explaining what the product did. It required making it feel relevant and trustworthy before the category had any established trust signals to borrow from.
What we did
Built acquisition campaigns, launch collateral, and digital content from scratch across health-conscious consumers, fitness enthusiasts, and early adopters. Then closed the loop: conducted VOC and pricing research that fed directly back into the product roadmap, identifying where users dropped off in the app experience and what messaging and UX adjustments were needed to improve pull-through and retention.
The Result
The customer feedback loop connected user behavior, drop-off data, and satisfaction signals directly back to product and engineering, driving real adjustments that improved engagement and lifetime value.
The product roadmap shifted from static DNA reports toward interactive, daily-use features. A direction shaped by the research, not the team's assumptions.
Recognition
Launched into the Helix marketplace alongside National Geographic and Mayo Clinic, two of the most recognized names in health and science, as one of the top-ranked developers on the platform.