THE CHALLENGE: Our challenge was to go beyond a wellness trend and create a high-trust digital service that could help people live longer, healthier lives — with a product strategy backed by science, scalable through AI, and grounded in real unmet needs. THE APPROACH: 1. Market immersion & Trend Mapping We kicked off by analyzing wellness market dynamics and healthcare system trends in Brazil. Key macro insights included: • An aging population (31% 60+ by 2050) • Lack of engagement in preventive health (only 24% use what's available) • Well-being seen as an upper-class privilege We also identified a shift in consumer behavior: a growing appetite for hyper-personalization, bio-data-driven care, and trusted professional guidance over “healthwashing” trends. 2. Problem framing & validation Through deep interviews and surveys with Class A/B+ users aged 30–59, we surfaced critical barriers to long-term wellness. Users lacked a clear, integrated understanding of their health, struggled to stay engaged with preventive care, and were overwhelmed by fragmented, unpersonalized services. We identified 4 core user mindsets, with the “Longevity Seeker” emerging as a high-potential beachhead persona — seeking guidance and tools to stay active, independent, and in control of their aging process. 3. Concept Prototyping & Validation We ran agile concept tests to validate both the core problem and solution desirability. The result was EDNA A smart wellness platform that combines blood tests, DNA analysis, and AI-driven planning to deliver personalized care journeys — with actionable recommendations to improve key health biomarkers through nutrition, exercise, sleep, and more. My focus was on framing a product that translated complexity into clarity, with features like: • A proprietary Healthspan Score • Integrated biomarker tracking • Personalized wellness “tracks” (care plans) • Add-ons like DNA kits and wearable integration 4. Business Model & Go-to-Market Strategy We developed the growth model, pricing tiers, and monetization strategy — including freemium, B2B, and marketplace layers. A business case was built to secure early investment. OUTCOME & IMPACT • 90% of participants would subscribe if available today • Avg. satisfaction: 4.1 (experience) / 3.9 (willingness to buy) • High retention intent from users who engaged with the scoring system • Pricing sweet spot: Between Netflix and personal training sessions • Identified a R$70B+ addressable market focused on “longevity” wellness WHY IT MATTERS EDNA became more than a concept — it served as a strategic anchor for future healthtech ventures focused on preventive care and personalized experiences. It taught me how to lead teams through ambiguity, balance clinical precision with product velocity, and use design not as an aesthetic layer, but as a trust-building engine.