Role: Brand Development and End-to-End UX/UI Design
Timeline: 9 weeks
The Problem
Traditional mental health resources are out of reach for many: too expensive, too intimidating, or simply unavailable. The founders wanted to build an application that could detect signs of mental health struggles through simulated conversation and offer practical self-help tools around mindfulness, sleep, and nutrition.
My Process
Conducted discovery interviews with licensed mental health therapists to understand clinical intake methodology—ensuring the AI interaction model was grounded in real therapeutic practice.
Interviewed individuals with lived therapy experience to capture the emotional texture of the experience: what made them feel safe, what made them shut down.
Led brand development from scratch—working through multiple logo and identity directions until the visual language felt warm, modern, and trustworthy.
Designed end-to-end flows for the core features: AI check-in, mood tracking, mindfulness tools, and sleep/nutrition logging—testing each against user expectations before handing to developers.
Led front-end developers through implementation, running reviews to ensure the designed experience translated accurately into the built product.
Key Design Decision
The most sensitive design challenge was the AI conversation interface. Early concepts felt transactional—too much like a form, not enough like a conversation. We iterated toward a chat-forward layout with intentional pacing, softer language, and no clinical jargon. The goal was for users to feel heard, not assessed.
Brand Development
Logo
I took the lead in developing the brand, working through multiple iterations to ensure it captured the essence of the application. After careful refinement and collaboration, we arrived at a final design that aligned with the brand’s vision and goals.
Visual Identity
I created visual design options that would convey throughout the application.
Methodology
After establishing the visual identity, I began the discovery process where I facilitated interviews with Mental Heath Therapists to get a better understanding of the intake assessment process. In addition, I interviewed several people who have attended therapy. From there I had a better understanding of the process and created a diagram of how the application should function.
Flow Charts
Information architecture and user flows were also created to get a better understanding of how the content would be laid out as well as seeing how a user would complete a task.
Wireframing
To add a visual aid, wireframes were created to show the user experience throughout the application.
Outcome
Within the first three months of launch, the app saw a 50% increase in downloads—a clear signal of product-market fit. User feedback consistently highlighted the non-judgmental tone of the experience as the reason they kept returning. The brand and UX established a foundation of trust that distinguished the app in a crowded wellness market.