I lost 20/20 vision aligning these pixels perfectly.
Don't let my sacrifice be in vain, open this on a laptop.
New Web Platform
MyMynd
Start
Project
Context
MyMynd are a B2B mental healthtech web platform focused on workplace mental health. They wanted a new platform to attract new customers and investment and increase engagement in the platform.
Role
Senior Product Designer
Team
Me · Lead Dev · Dev · Data Scientist
Timeline
6 months
Tools
Figma · MidJourney · ChatGTP · Framer · StoryBook
The Impact
Acquired new partnerships with NHS & Accenture.
Increased platform engagement by 20% (from 3%).
Jan · 2024
The Challenge & Opportunity
Retention & Engagement (No Hook)
The typical user journey was linear, lacking a mechanism to drive returning traffic.
The experience flowed as follows:
User is interested in finding out about their mental health -> Invests effort in a questionnaire -> Receives score -> Consumes content -> Churns (Leaves).
There was no "commitment hook" to encourage the user to return after the initial interaction.
Scaling Bottlenecks
Significant scaling issues due to technical debt and manual operations. Specifically, the manual onboarding of clients and the migration of employee data, coupled with a legacy platform, halted growth.
Brand Resonance
The brand identity struggled to connect. Neither the end-users nor prospective customers resonated with the messaging or visual identity.
Jan · 2024
1 mon
Designing A Brand With Trust
Defining the Soul of the Product
The platform was struggling to convert because users didn't feel safe or understood. Working with the founders to define MyMynd’s core mission and Tone of Voice (TOV). We moved away from cold, clinical language to a brand that felt warm, human, and accessible.
Validating the Vibe
Subjectivity is dangerous in branding. I created distinct landing page concepts and tested them with both the board and potential customers. We didn't guess what worked; we let the data tell us which visual direction built the most trust.
AI-Accelerated Creativity
To move fast, I utilized MidJourney to generate rapid imagery and mood boards. This wasn't about cutting corners; it was about exploring abstract concepts of "mental wellness" quickly, allowing us to refine the illustrations and brand identity as the project matured.
Feb · 2025
2 mon
Driving Engagement Through Design
A Dashboard You Actually Want to Use
Once we had the brand right, I needed to apply it to the product. Through user interviewed, we found the old dashboard didn't calm users.
I redesigned the UI to be a calm, safe space stripping away noise and applying our new warmer branding. The goal was simple: reduce anxiety the moment they log in.
The "Hook" Strategy
A dashboard is useless if people forget to visit. I worked with the product team to design an external trigger system, email notifications that served as gentle nudges, bringing users back into the platform to maintain their streak.
Strategic Scoping (The "Duolingo" Concept)
I conceptualised a gamified, bite-sized lesson structure (inspired by Duolingo) to boost long-term retention. However, to ensure a stable MVP launch, we made the strategic decision to prioritise the core experience first, moving the gamification features to the Phase 2 roadmap.
Final landing page with with final brand direction
Old landing page with old brand direction
Placeholder landing page with with initial brand direction
Feb · 2025
2 mon
Operational Efficiency & Automation
Beyond the visual redesign, I focused on removing manual bottlenecks:
Real-time Reporting
I replaced manual monthly PDF reports with an automated Admin Dashboard. By visualising trends and AI insights on-demand, we significantly increased client engagement while freeing up internal resources.
Streamlined Onboarding
I overhauled the manual setup process, designing a self-serve flow that reduced the workflow from 26 steps to 8. This removed internal dependencies, allowing the onboarding process to scale effortlessly.
Reflections &
Learnings
Weight of Branding
Aligning on the new identity was challenging as the founders viewed the company as their child. I learned that resistance to change is often protective, not logical. Moving forward, I will prioritise empathy early to build the trust needed for change.
Balancing Scope vs. Time
To meet our launch deadline, we had to cut several interactive features. This reinforced the importance of an MVP mindset: prioritising a stable, functioning platform over a feature-rich but delayed one is often the right strategic choice.
Bridging the Velocity Gap
The product team moved so quickly that founders occasionally felt out of the loop. I learned that speed means nothing without alignment. I will now prioritize a regular cadence of updates to ensure stakeholders feel confident and involved throughout the process.
