Product Strategy Projects in IrvineProduct Strategy Projects in IrvineDIEM — Health & Wellness App Product Development
I founded and led the development of DIEM, a multi-year health and wellness platform designed to bring nutrition, fitness, lifestyle guidance and personalized wellness information together in one experience.
The idea was to go beyond a basic calorie tracker or workout app. DIEM was designed to understand the individual user—their goals, activity level, nutrition, health conditions, allergies and other profile information—and use that data to provide more relevant daily guidance.
My role covered virtually every part of the product and business development process. I worked closely with professional software developers to define features, workflows, functionality, user experience, testing requirements and ongoing improvements. The developers handled the programming, while I directed what the platform needed to do and how the overall system should work.
I also hired and worked with licensed dietitians, physicians and other health professionals to develop the wellness information behind the platform. That content was incorporated into formulas, rules and logic designed to provide personalized recommendations to users.
DIEM included features such as personalized daily regimen items, nutrition tracking, exercise tracking, health conditions, allergies, goals, reports and wellness recommendations. Users could select goals such as losing weight, getting fit, improving overall health, toning, gaining weight or maintaining their current condition.
The platform was also designed with a professional side in mind, allowing trainers, coaches and health professionals to eventually review user information, provide guidance and work more closely with their clients.
Beyond the product itself, I was involved in branding, competitive research, UX direction, content development, marketing, social media, business strategy and commercialization. The larger business model included consumer subscriptions, professional accounts, corporate wellness programs and potential white-label licensing.
DIEM was a substantial multi-year product-development project that brought together technology, professional wellness content, user experience and business strategy. It demonstrates my ability to take a complex idea, define how it should work, coordinate the right specialists, and develop it into a structured product with a clear path toward commercialization. Car Show Calendars is a full automotive event platform I’ve helped shape from the business, product and user-experience side. My work has included platform strategy, promoter and customer workflows, event registration, ticketing, ecommerce, merchandise, pricing, UX testing, feature planning, marketing and ongoing improvements.
I work closely with developers to define how the platform should function, identify problems, test real user flows and turn business needs into practical features. The goal has always been to create a system that works for promoters, participants and car enthusiasts — not just a website that looks good. DIEM was a multi-year health and wellness technology project I developed from concept through a working mobile platform. The goal was to combine nutrition, fitness, lifestyle and community into a personalized daily experience built around each user’s goals, activity level, health considerations and preferences.
My role went far beyond the app screens. I was involved in product strategy, business model development, UX and feature planning, professional health-content development, personalization logic, reporting, database structure, developer coordination, testing and marketing. DIEM included personalized daily to-dos, nutrition and exercise tracking, health profiles, goals, reports and tools designed to make complex wellness information practical and usable.
This project represents the way I approach technology today: start with the real user and business need, define how the experience should work, then build the technology around it. 
