Bea Better Eating
Redefining How We Think About Eating
Bea Better Eating is an AI-powered emotional eating therapy app designed to move beyond diet culture and into compassionate, clinically informed care. Co-founded with clinical psychologist Dr. Sera Lavelle, Bea blends behavioral science, hypnosis-based therapy, and empathetic AI design to help people understand why they eat—not just what they eat.
MOBILE PRODUCT
BEHAVIORAL DESIGN, RETENTION, GROWTH
WORK TYPE:
FOCUS:
78% of Bea users showed measurable increases in emotional stability, mindfulness, and self-regulation regarding food choices over the course of the month.
Sustained quality: A 4.8 rating held across the full product lifespan, reflecting consistent user satisfaction from launch through sunset.
#1 in App Store search for emotional eating.
Research before code: Validation happened through engaging social media quizzes and direct power-user feedback — before a single line of code was written.
Achieved 3% 30-day retention at launch, placing Bea within industry benchmark (3–8%) for diet apps — a strong foundation built before any paid acquisition or retention tooling.
Led a cross-functional team spanning engineering, design, client partnerships, and interns from concept through launch.
Highlights
The following three case studies trace Bea’s journey from concept to scale:
Case Studies
CASE STUDY 1
Explore how Bea was built from the ground up, blending clinical research, empathy mapping, and hypnotic design to create a scalable, psychologically safe experience before OpenAI was available for public use.
Building Bea from Scratch
CASE STUDY 2
Discover how a simple 15-day challenge validated Bea’s demand, tone, and engagement—shaping its habit-forming design before a single line of code.
Validating Bea’s 15-Day Challenge
CASE STUDY 3
Over nine months, I pinpointed which updates—freemium removal, the 15-Day Reset, and a Montefiore pilot—most improved engagement and conversions.
[COMING SOON]