Invoy
Building a weekly weight management engagement loop from daily habits and manual coaching.
Why this project?
Designing for lifecycle complexity — not just the first click.
CPQ doesn't end at the quote. Renewals, upsells, and config changes are where the real complexity lives. Roadrunner is rebuilding the data model from the ground up — that means the full deal lifecycle, not just initial quoting. Invoy was the same problem: a multi-phase journey where each stage had different rules, motivations, and failure modes. This proves I can design for the full arc, not just the first screen.
Framing
Most health apps treat each screen as a standalone moment. You check in today, but the app doesn't connect that to what you planned this week or what happened yesterday. The member has to hold the context in their head.
Invoy, a Series C metabolic health company, had a funded business and a still-nascent digital product — breath-sensor hardware and a human coaching protocol were proven, but the member-facing app hadn't caught up. What was needed was a loop, not a list of features: weekly planning shaping daily actions, daily data triggering coaching, weekly review changing next week's plan.
Experience
The weekly planning flow is the core deliverable. It takes what coaches were doing manually — reviewing a member's base plan, suggesting goals, and scheduling the week — and turns it into a 2-step flow the member completes in under 2 minutes. The daily check-in drops alongside it, rebuilt to reflect the new weekly plan.
01
Weekly Planning
Your week, planned around real life
Finding a minimum viable weekly plan meant a deep accounting of the base plans we supported behind the scenes — carb restriction, calorie restriction, and intermittent fasting — and exposing the weekly tools a coach used to drive a member's breath scores in the right direction.
Key Decisions
02
Daily Check-in
Yesterday's actions, today's focus
The new weekly loop was the forcing function to finally refresh the Daily Check-in. It now shows the member's specific goals — their carb target, daily focus items, and weekly boosts — and asks them to mark each one. A 3-point slider for carbs replaced the old icon-tap grid, making input faster and more precise.
What Changed
Process
01
Plan & Goal Design
Pulling the coach's playbook into the product.
The real product at Invoy was the coach. Each one ran 100–200 members through an internal admin tool — choosing protocols, setting carbs per day, deciding when to step someone down. The plan existed. It just didn't exist for the member.
Show members the plan they were already on.
Members were already on a plan they couldn't see — carb restriction as the default entry point, calorie restriction or intermittent fasting as alternates. Internally called "Accelerates," these weekly structures got a member-facing facelift and a plainer name: Goals. Target, duration, definition of a good week — now visible inside the app, not buried in a coach's spreadsheet.
Get the coach's logic out of their head.
Two weeks of planning sat between the design team and engineering — mapping the decisions coaches made manually, separating the procedural from the judgment calls. Stepping a member down in carbs after two clean weeks. Flagging a stall. Suggesting next week's target from last week's adherence. The app could now propose the plan a coach would have proposed. Coach approves, or overrides. The 60% of their week that was data entry went back to the members who actually needed a human.
"The unlock wasn't replacing the coach. It was freeing them from the 60% of their week that was copy-paste."
02
Introducing A Design System
Started inside the feature. Applied everywhere.
Every screen had been built bespoke. A system would pay for itself — the question was how to start one without stopping shipping. This project was the wedge. We built the weekly planning and Goal surfaces on a new foundation — type scale, color tokens, component primitives — then applied the visual layer to the surrounding screens so members never crossed a jarring seam. After this project, shipping on the system was the default, not a negotiation.
Voice & Tone
Direct where it counts. Friendly everywhere else.
Invoy earned trust with science — the breath device doesn't lie, and the copy around it shouldn't either. But scientific had crept into corners where it was just friction. We drew a line: keep precise language in the actions we were asking members to take, simplify every structural term around the program itself.
Engagement Strategy
A notification system shaped like the week, not just the day.
The old cadence was one push: the daily check-in. A heartbeat, not a program. Members who slipped had nothing pulling them back; members who stayed had no sense of the larger arc. We mapped four beats to the new weekly loop so each trigger landed at a moment that actually mattered.
Impact