Nura
Category
Health & Wellness
The Challenge
Research revealed that event planning carries a mental load most tools completely ignore. The gap between what planning platforms promise — clarity, control, a seamless experience — and what users actually feel — pressure, decision fatigue, and the anxiety of keeping everything together — had eroded trust across the category. Feature lists were answering the wrong question. People were not asking what does this do; they were asking will this make the process feel less overwhelming. And with AI being marketed as a scheduling shortcut by every competitor, the word had lost all credibility with the people who needed it most.
The Solution
Nura was built around the insight that planning an event and sustaining the mental load of doing so are two different jobs, and most tools only serve one. The product integrated breathing exercises and meditation moments directly into the planning flow — not as a wellness add-on, but as a structural part of the experience — so that users could move through high-pressure decisions without accumulating the stress those decisions typically produce. AI was used specifically and transparently: surfacing scheduling conflicts before they became problems, suggesting recovery time between dense event blocks, and adapting the plan as circumstances changed. The visual language, the interaction design, and the content all pointed in the same direction — calm, capable, and honest about what the product could and could not do.
Gallery
The Outcome
The outcomes reflected what the research had predicted. Users who engaged with the breathing and meditation features reported significantly lower planning anxiety scores compared to those who did not, session lengths were longer and abandonment rates lower, and retention at 30 days outperformed every comparable product in the category. The metric that mattered most was not engagement — it was how people described the experience: not as a tool they used, but as something that made a difficult process feel manageable. That was what Nura was built to be.
Project price
Tools used
Figma, CapCut, Shopify, Klaviyo, Adobe Illustrator
