[04]
I worked for two years at Epitomee, a health-tech startup based in Caesarea that develops an innovative weight-loss pill. My professional experience there provided me with a deep understanding of the product, its target audience, and the complex medical and emotional challenges they face daily.
| [TYPE] | PRODUCT DESIGN, UX/UI | |
| [YEAR] | 2025 | |
| [TOOLS] | FIGMA, MIDJOURNEY | |
| [CLIENT] | STUDENT PROJECT |
The Epitomee capsule is a non-invasive weight-loss solution containing a foldable polymer structure. Once swallowed, the capsule expands within the stomach into a triangular shape, applying gentle pressure to the stomach walls to create an early feeling of fullness (satiety).
This drug-free, device-based approach offers an effective alternative for individuals seeking to improve their quality of life without undergoing invasive surgical procedures.
Epitomee users are required to strictly balance daily pill intake with hydration, nutrition, and exercise. However, many face significant emotional and behavioral hurdles: a lack of routine, frustration when results aren't immediate, and a profound sense of isolation and uncertainty.
The proposed concept addresses these challenges through a mobile application that provides emotional support, clear nutritional guidance, and community tools to foster a sense of belonging.
The solution also includes a marketing website where users can learn about the technology, perform a suitability test, and purchase the product. Together, these platforms encourage persistence and bridge the gap between clinical instructions and the user's daily reality.
I conducted a competitive analysis of leading weight-loss platforms to identify gaps in the current market and define Epitomee's unique value proposition.
• Noom
A global leader in behavioral psychology and habit tracking, yet lacks a tangible medical solution to support the clinical process.
• WeightWatchers (WW)
Uses a point-based system that can be mentally exhausting for users, often leading to high dropout rates and a lack of real-time medical support.
• Abba Hatuv
Offers structured nutrition plans and emotional support but operates without a physical medical catalyst to drive biological results.
Orit Cohen, 45
Height: 1.70 cm
Weight: 96 kg
Location: Herzliya
Lifestyle: Non-smoker
"For years, I've been looking for a simple and effective solution to lose weight. I've always been afraid of surgeries and wanted a different way to feel better about myself."
Orit represents users looking for a professional, non-invasive medical solution. She needs a system that simplifies the complex clinical routine while providing the physical safety and reassurance she's been searching for.
Oleg Witkin, 31
Height: 1.79 cm
Weight: 120 kg
Location: Haifa
Lifestyle: Smoker
"The hardest part isn't the diet; it's the emotional weight. On days when the scale doesn't move, I feel like a failure and want to hide. I need to feel that I'm not alone in this."
Oleg represents the emotional side of the journey. He struggles with frustration when results aren't immediate and needs the app as an emotional anchor to stay motivated. For him, the community and daily mood logging are essential tools to process his feelings and maintain consistency.
The user journey was mapped to ensure a seamless transition between the marketing website and the daily app experience. The flow prioritizes ease of use and immediate emotional support.
Discovery & Purchase — Users start on the website to learn about the technology and take a suitability test.
Onboarding — A welcoming introductory flow designed to build trust and set expectations. It introduces the user to the core pillars of the journey: consistent tracking, community belonging, and access to professional support.
Daily Routine — The core loop focuses on pill intake tracking, hydration reminders, and "Mood Logging" to capture their emotional state.
Community Support — Users can share insights to gain reassurance and maintain motivation throughout the process.
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We chose Narkiss Block to establish a clean, modern aesthetic while ensuring a clear hierarchy.
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