dariamorozova757@gmail.com

Building trust into a skeptical market: a biohacking social app.

Building trust into a skeptical market:
a biohacking social app.

MOZA is a US startup building a biohacking social platform — a place to run supplement "self-experiments," share results on video, and vote on what actually works.

MOZA is a US startup building
a biohacking social platform
— a place to run supplement "self-experiments," share results
on video, and vote on what actually works.

Product designer

designed it end-to-end
at humbleteam: the full mobile app and a UI kit from scratch, with a design lead reviewing
and joining client calls.

Figma, Photoshop

Aug 2022 — Oct 2022

Will Cirtrulline Malate boost your stamina?

sgillham・

10 days・1 supplement

Join My Experiment

to prove what works for you

$49

1.2k

9:41

Will Citrulline Malate boost your stamina?

My answer

Yes

Yes, but

No, but

BETA

Experiential data

Brain power score

+16 MMHG

Biometric data

Autonomic nervous system

-316 MMHG

Biochemical data

Blood test

+16 MMHG

Social data

4930

Participants

Yes

17%

Yes, but

45%

No, but

33%

See all answers

Yes, but users like you

Why My Answer

Skip

My Answer

9:41

* Outcome

Working solo on the design (with a design lead reviewing
and joining client calls), I delivered the full mobile app and a complete UI kit built from scratch.

I validated the design with 10–15 of the client's creators during the project. After handoff I had no access
to production analytics, so this case is honest
about what I designed and tested, not about post-launch numbers I can't verify.

Working solo on the design
(with a design lead reviewing
and joining client calls), I delivered the full mobile app
and a complete UI kit built from scratch.

I validated the design with 10–15 of the client's creators during
the project. After handoff I had no access to production analytics,
so this case is honest about what I designed and tested, not about post-launch numbers I can't verify.

Full product design, 0→1

Every flow, screen, and state: from onboarding through experiments, results, shop, and subscriptions.

UI kit from scratch

Colours, components, product patterns (self-experiment cards, subscription plans, the "My Answer" result visualisations), an illustration set
that the team could build and scale on.

Colours, components, product patterns (self-experiment cards, subscription plans,
the "My Answer" result visualisations),
an illustration set
that the team could build
and scale on.

* Context & problem

MOZA lets people become influencers by documenting supplement self-experiments over a set period: sharing images and videos, while others vote and swap experiences.

The market it entered had a trust problem. Biohacking is trending, but misleading ads and unverified "experts" have made people distrust supplements. Many still turn
to inexperienced doctors who don't help. People want
to experiment, but don't know which supplements are reliable or how to start.

MOZA lets people become influencers by documenting supplement self-experiments over a set period: sharing images and videos, while others vote and swap experiences.

The market it entered had a trust problem. Biohacking is trending, but misleading ads and unverified "experts" have made people distrust supplements. Many still turn
to inexperienced doctors who don't help. People want to experiment, but don't know which supplements are reliable or how to start.

Our users

Content creator

Active people with a positive relationship to supplements and fitness, motivated to mentor others by documenting their own journeys and tracking progress publicly.

They want to build a following, share authentic experience, and earn from their influence.

Member of the experiment

People newer to supplements, eager
to explore fresh approaches.

They want to track their wellness, find
a credible creator to trust, and lean
on peer reviews and community ratings rather than intrusive ads.

People newer to supplements, eager to explore fresh approaches.

They want to track their wellness, find a credible creator to trust, and lean
on peer reviews and community ratings rather than intrusive ads.

What users faced with

* Business goals

MOZA needed the design to move three things, and every major decision traces back to one of them:

Acquisition

The platform only works if both sides show up: creators to run experiments, and users
to follow, join,
and vote. The design had to make creating feel rewarding and joining feel low-effort.

The platform only works if both sides show up: creators to run experiments, and users
to follow, join, and vote. The design had to make creating feel rewarding and joining feel low-effort.

Retention

Users had to come back to check results, follow creators, and start their next experiment, so the product needed reasons to return built into the flow.

Monetisation

The product needed
a revenue path that
felt native, through supplement purchases
and subscriptions, surfaced without breaking trust.

The product needed a revenue path that felt native, through supplement purchases
and subscriptions, surfaced without breaking trust.

* My role & approach

I was the product designer on MOZA, doing the end-to-end design work: research, flows, UI, and the full UI kit,
while partnering with a design lead who reviewed my work
and joined client calls. In practice, the design was mine
to own, the lead gave feedback and helped steer the client relationship.

Working as the single designer on a 0→1 product, I ran
a repeatable loop:

I was the product designer on MOZA, doing the end-to-end design work: research, flows, UI, and the full UI kit, while partnering with a design lead who reviewed my work
and joined client calls. In practice, the design was mine
to own, the lead gave feedback and helped steer the client relationship.

Working as the single designer on a 0→1 product, I ran a repeatable loop:

Frame the real problem

Frame the problem

Map pains
to solutions

Map pains to solutions

Build
the system

Build the system

Validate
with real creators

Validate with creators

* User interviews

I ran qualitative interviews with 10 of the client's active supplement users and creators to find the real pain points and opportunities. I looked at how they discover supplements, who they trust, and what stops them from experimenting.

Negative impact of self-medication

Positive impact of supplement intake

Reliance on expert recommendations

Influence of peer reviews on decision-making

Trust in personal networks vs. advertising

Social media as a primary trend source

* Insights

Three patterns shaped the direction:

Three patterns shaped
the direction:

Short-form video integration

Short, vertical clips from trusted creators drive higher engagement and authenticity. We will implement strict duration limits
to ensure all experiment demonstrations remain concise and high-impact.

Short, vertical clips from trusted creators drive higher engagement and authenticity. We will implement strict duration limits to ensure all experiment demonstrations remain concise and high-impact.

Selfex
& Supplement bundles

To reduce friction, we consolidated "selfexes" and supplements
into a single purchase. This ensures users have the exact supply needed for their experiment without manual searching.

To reduce friction, we consolidated "selfexes" and supplements into a single purchase. This ensures users have the exact supply needed for their experiment without manual searching.

Radical Transparency
& Peer Results

Transparency bolsters user confidence.
By making post-experiment outcomes visible to all participants, we provide the data-driven social proof needed for new users to commit.

Transparency bolsters user confidence. By making post-experiment outcomes visible to all participants, we provide the data-driven social proof needed for new users to commit.

* Challenges

A 3-month deadline for everything. The full app design
and the UI kit, research included, had to be delivered
in 3 months. That forced sharp prioritisation: I front-loaded research, then designed the system and flows
in parallel, so the UI kit grew alongside the screens instead of after them.

A 3-month deadline for everything. The full app design and the UI kit, research included, had to be delivered in 3 months. That forced sharp prioritisation: I front-loaded research, then designed the system and flows in parallel, so the UI kit grew alongside the screens instead of after them.

A remote client across a wide time difference. I worked
from Baku while the client was in the USA. We had a large time gap with little live overlap. I leaned on asynchronous handoffs and tight, well-documented updates so decisions could move forward without waiting for a shared working window, and used the design lead's client calls to keep alignment sharp.

A remote client across a wide time difference. I worked from Baku while the client was in the USA. We had a large time gap with little live overlap. I leaned on asynchronous handoffs and tight, well-documented updates so decisions could move forward without waiting for a shared working window, and used the design lead's client calls to keep alignment sharp.

* Iterations & Validation

I built a high-fidelity, interactive prototype and ran usability testing on the prototype with 10 of the client's creators. Early rounds confirmed the core features made sense, but the real value was the friction they surfaced. Each round fed concrete refinements before I moved
into the detailed design.

* Design decisions

I worked in three focused loops, each starting
from a hypothesis and ending with what real use revealed.

I worked in three focused loops, each starting from a hypothesis and ending with what real use revealed.

SelfEx: Narrative discovery

A short-form video feed, split
into Active / Followed / Saved, let users discover experiments the way they already consume content: with the story up front and technical depth for those ready to commit.

Result

Discovery felt like scrolling a familiar social feed. The narrative under each video pulled people in. The supporting data stayed one tap away for serious participants, so the page served both casual browsers and high-commitment users.

Trade-off

Leading with narrative pushed the hard data lower. A bet that emotional pull earns the first tap, and detail confirms it, rather than the other way around.

My Answer: making results legible

Users can act on their biometric results if I present raw health and conditioning stats clearly.

Insight

The first iteration was too technical. The hardest problem was that raw scientific figures meant nothing to most users, who needed to know
what the result meant.

New direction

I moved from a dense data-first screen to a verdict-first one: a clear YES / YES BUT / NO conclusion backed by simple charts, with the detail tucked behind
a "more details" path.

I moved from a dense data-first screen to a verdict-first one: a clear YES / YES BUT / NO conclusion backed by simple charts, with the detail tucked behind a "more details" path.

Result

The average user could read their experiment's outcome instantly,
while serious participants could still dig into the full data.

Trade-off

Simplifying to a verdict risked hiding nuance, so I kept the detailed view one tap away rather than flattening the science for everyone.

The Shop: monetising without breaking trust

The Shop: monetising
without breaking trust

A streamlined checkout with supplement bundles reduces friction and supports monetisation without breaking trust.

Buying the supplies for an experiment took one path instead of manual searching.

Result

Testing with creators showed the flow worked when it stayed simple. But that trust signals mattered as much as speed, so I built FAQ and peer-review sections right into the buying flow.

Trade-off

Bundling simplified the purchase, but reduced granular choice, a deliberate call that, for first-time experimenters, guidance beats configurability.

Gamification
& subscriptions: designing for return

Game-like elements tied and subscription model make consistent supplement feel rewarding.

I explored two directions: a basic model and a subscription-based one using
in-app "MOZA coins".

Game-like elements tied and subscription model make consistent supplement feel rewarding.

I explored two directions: a basic model and a subscription-based one using in-app "MOZA coins".

Result

I tested the framing with creators,
who responded to the game-like approach.

It made the effort of an experiment feel lighter. I designed the gamified layer tied to real experiment steps, so returning and continuing felt natural.

Trade-off

Gamification can feel manipulative if overdone. I tied it to actual progress, so the motivation stayed honest.

* One UI kit, all product

As the only designer on MOZA, I built the entire visual system from scratch: colours, typography, buttons, inputs, cards, and the product-specific patterns the app runs on: self-experiment cards, subscription plans, the "My Answer" result visualisations, and a full illustration set. Every screen in this case is assembled from it. The kit kept a fast-moving 0→1 product consistent and gave the team a foundation to build and scale on after handoff.

* Learnings

The biggest lesson: on a product fighting a trust problem, structure carries
the message more than copy. People trusted the platform because peer proof, visible progress, and transparent results were built into how it worked.

The biggest lesson: on a product fighting a trust problem, structure carries the message more than copy. People trusted the platform because peer proof, visible progress, and transparent results were built into how it worked.

What I'd do differently

I'd push for access to post-launch data. The project ended at handoff,
so I validated with creators during design, but never saw how the decisions performed in production. Next time I'd agree upfront on a way to see
the numbers, so my design choices could be measured, not just reasoned.

I'd test the monetisation flow with everyday users, not only creators. Validation leaned on the client's creators, who are more motivated
than a typical new user. Testing the shop and subscription flows
with first-time users would have raised my confidence in the funnel
before launch.

I'd resist over-scoping the visual system early. Building a full UI kit alongside the product was the right call, but I'd sequence it more tightly to the flows being validated, so the system followed proven patterns rather than getting ahead of them.

I'd push for access to post-launch data. The project ended at handoff,so I validated with creators during design, but never saw how the decisions performed in production. Next time I'd agree upfront on a way to see the numbers, so my design choices could be measured, not just reasoned.

I'd test the monetisation flow with everyday users, not only creators. Validation leaned on the client's creators, who are more motivated than a typical new user. Testing the shop and subscription flows with first-time users would have raised my confidence in the funnel
before launch.