GoodRx
A meditation app that uses AI to customize your mindfulness practice and track your progress
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problem
GoodRx had built a large suite of consumer tools, provider tools, and internal platforms, but each lived within separate design systems that had grown inconsistent over time. These fragmented patterns created confusion, slowed teams down, and limited the brand’s ability to express a more modern and human presence. The company needed a refreshed brand identity that could reach a wider audience with greater emotional resonance. They also needed a centralized design system that could support rapid product development without the friction caused by duplicated components, outdated patterns, or inconsistent visual language.
solution
Partnering with Gretel on the development of the new brand foundation, I led the product design strategy, experience direction, and system level planning required to bring the identity into every digital touchpoint. We evaluated the entire ecosystem of apps, sites, and tools and identified areas where fragmentation caused friction for both teams and users. I guided the creation of a unified design system that simplified patterns, tightened accessibility standards, consolidated components, and created a clear and scalable language for interaction and visual expression. The result was a more confident, human, and accessible product experience. The new system reduced design and engineering debt, improved speed to market, and gave GoodRx a brand presence that could connect with a broader and more diverse audience.
GoodRx reached a point where its impact and customer base had outgrown the design foundation that supported it. While the product suite was powerful, the visual and interaction language felt dated and inconsistent. The company needed a brand identity that reflected trust, clarity, and care, and a design system that could support ongoing innovation at scale.
As Design Director, I partnered closely with Gretel to translate the new brand language into a digital expression that felt personal and clear, without losing the credibility and practical utility GoodRx is known for. Once the brand foundation was established, my role shifted to system leadership.
I led an audit of every product surface and collaborated with cross functional teams to understand pain points caused by the previous fragmented systems. Through this insight, we created a single source of truth that supported teams across consumer, provider, and internal tools. We introduced new components, refined motion principles, improved accessibility, and created shared patterns that allowed teams to move faster and with greater consistency.
The new brand and design system not only refreshed GoodRx visually. It made the entire product ecosystem more coherent, more usable, and more capable of evolving with the needs of millions of users who rely on GoodRx every day.
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