Product Strategy & REsearch.

Design Grounded in Research

Before we start designing, we take the time to understand the people we’re designing for.

For this personal development app, we partnered with a Personal Development coach to turn his coaching process into a meaningful digital experience. Through in-depth user research, we gained clarity on user needs, emotional drivers, and product gaps—laying the strategic foundation for the product’s design, structure, and features.

This research phase helped us:

  • Define the core features of the app

  • Prioritise user journeys based on real needs

  • Align product vision with behavioural science principles

  • Break the work into clear, design-ready stages

Research Summary

We began with qualitative and quantitative research to understand who we were designing for—and why they would use this app.

Our findings highlighted a gap in the wellness space: while many apps offer habit tracking or motivational quotes, few offer tools that truly help users find their purpose. This insight gave us a clear direction: build something deeper, more personal, and grounded in real psychology.

We also analyzed key competitors and uncovered missing features we could use to differentiate this product—like AI-driven coaching, purpose discovery, and a strong mentorship element.

  • research summary 1

Designing with
Real People
in Mind

Using interviews and behavioral research, we built user personas that reflect our primary audience: motivated, growth-oriented individuals aged 25–34, often navigating career transitions or life shifts.

Their challenges weren’t about motivation—but about structure, overwhelm, and a lack of personalization.

These personas helped us make informed decisions about tone, navigation, onboarding, and even feature prioritization.

User FLows

One of the core challenges in designing this app was balancing structure with flexibility. We used flowcharts to break down how a user identify their purpose set goals and navigate the entire app. Above is an example of the goal setting flow.

This exercise allowed us to:
– Define clear user states and decision points
– Spot redundant steps or friction
– Translate abstract coaching ideas into actionable UX flows

These flows have directly informed our Figma work and helped align design and development planning.

Why Research Matters

This research phase gave us more than just insights—it gave us a roadmap.

With a clear understanding of user needs, market gaps, and coaching methodology, we were able to shape a product vision that feels human, strategic, and scalable.

From here, we’re moving into wireframes and UI design with clarity, confidence, and a strong foundation.