Turning an expansive wellness vision into a cohesive, simple experience ready for launch.
From an expansive vision to a focused product experience.
01 / The problem
Loretta’s founder came to Seeji with an expansive vision for an emotionally intelligent wellness product. The experience was fragmented, and the MVP was difficult to define.
02 / What we did
Over three months, we used research, product strategy, and collaborative prioritization to align the team around a focused direction—then translated it into end-to-end UX, polished UI, a design system, and brand foundation.
03 / The outcome
A clearer MVP, a stronger product story, and a credible foundation for beta development and the company’s next stage.
Overview
A sanctuary for your nervous system.
Loretta is a sanctuary for your nervous system—guided rituals for emotional clarity, regulation, and resilience.
Seeji partnered with Loretta to turn an expansive founder-led vision into a focused, shippable product and strong foundation for launch.
Product & brand strategyUser research & validationUI/UX strategy and designDesign systemContent & creative developmentLaunch & fundraising readiness
6Prioritized concepts for the MVP
12User interviews completed
1TestFlight launch
32+Beta users
The challenge
Focus the experience without losing its soul.
Loretta began with a powerful founder vision: an emotionally intelligent wellness experience grounded in expert-led practices, soulful storytelling and a distinctive aesthetic point of view.
But the early proof of concept came together as a fragmented collection of tools and guided rituals. Users had little guidance on where to begin, what content was relevant to them or how the individual experiences connected. The breadth of ideas made a shippable MVP impossible to define.
To become a functional product it needed more than UI design: it needed an overarching strategy that could focus the experience without losing the soul of the vision.
Founder’s visionEarly proof of concept from the founder.
The solution
Every feature had to earn its place in the daily loop.
We combined brand strategy, product strategy, user research, and UX/UI design to clarify Loretta’s purpose, prioritize MVP features, and build a streamlined end-to-end journey around core value.
The redesigned experience now mapped to a clear emotional journey: helping users identify what they need, discover the right support, personalize to their preferences and reflect on how they feel over time.
The experience
One emotional journey. Five connected systems.
01
A home built for personalized discovery
We transformed the homepage from a cluttered collection of features into a clear and responsive entry point. Rather than asking users to browse a self-directed library, the new experience guides them toward a curated set of rituals based on their emotional needs.
Tree motif: brings Loretta’s brand promise of emotional grounding and growth to the forefront, giving users a visual reminder of progress while creating an atmosphere that evolves to time of day and mood.
Homepage → Connective tissue: the new landing experience helps users understand what Loretta offers at a glance, what to do next and why they might return.
02
An emotion-based design system
The system preserved the brand’s whimsical and expressive character while creating clear interaction patterns across the app. It also gave the product team a practical foundation for adding new rituals, content and emotion themes over time.
03
Creative content development
We brought a creative team together to work from the founder’s scripts and produce 6 core rituals for emotional regulation and amplification, plus a focused set of essential tools.
33 variations on rituals were developed to address distinct needs and preferences uncovered during research: somatic or narrative-driven, music or soundscape, with light and dark mode where it matters.
We partnered closely with original artists, animators and sound designers to hold everyone to the same standard and keep it true to the founder’s vision.
Calm RitualA gentle pause designed to support steadiness and ease.
Lantern ReleaseAn interactive tool for artfully releasing negative thoughts.
Anchor MeBox breathing aided by motion, sound and haptic cues.
04
Built for both sides of feeling
Loretta is designed for every emotional season. While most apps only help when you’re struggling, Loretta honors the joyful moments as well.
Through research, we found the act of reflection served different purposes depending on the user’s context. For example, people don’t want to capture sad moments through photos, but happy ones were another story.
We redesigned this feature to focus on user’s intent instead of functionality.
05
Ongoing engagement and progress
We designed Loretta to feel guided without being demanding.
The profile reflects individual growth journeys and learnings, providing a platform that gently promotes healthy habits and long-term use.
Insights fuel content discovery, re-engagement and keep users coming back to Loretta during every season.
Customization. Users discover content based on how they’re feeling, while keeping control over the details—sound, visuals, and other ritual settings. The result adapts to each person without adding complexity to the MVP.
The result
A credible path from MVP to full platform.
A differentiated positioning
Aligned founder and engineering around one high-impact build
