Problem
Market insight: unmet need behind everyday complaints
People don’t say “I have a limiting mindset” — they say:
“I always end up in relationships where I’m not appreciated”
“I can’t let go of my ex”
“I’m afraid to be myself — what if I’m rejected?”
“Why am I never the one who gets chosen?”
These aren't just emotional complaints — they’re clues. Markers of hidden belief systems that silently drive decisions, behavior, and self-worth.
Millions of people experience this, but the market lacks an app that helps users recognize, transform, and replace these beliefs in a structured and lasting way.
Current wellness tools offer temporary relief — journaling, meditations, affirmations — but few create deep, embodied change.
Goal
AI-Augmented Product Designer creates
AI MVP App
To create an MVP of a belief-reprogramming app, using AI and emerging creative tools throughout the design process — making the creative process faster, smarter, and more iterative.
Tools
We help develop young architecture companies and teams that innovate urban planning
  • Product
    ChatGPT
  • Design
    Figma, Midjourney, Lumalabs
  • Code
    Lovable
  • Content, marketing
    HeyGen
Design process
💎 Double diamond 💎
  • Discover
    Understanding the user’s emotional state and pain
    Competitor & analog research ((therapy apps, coaching bots, mindset tools)
    In-depth interviews with women post-breakup (20–40 y.o.)
    Insights: Patterns of self-doubt, freeze response, fear of expressing anger

    🛠️ Tools: Google Forms, Notion, Maze

    ⏳ 1 week
  • Define
    Making sense of user insights and forming the concept
    Jobs To Be Done: “When I feel worthless after a breakup, I want to regain inner strength…”
    Emotional Journey Mapping
    Key mind installations (e.g., “I’m not enough”, “If I’ll be myself, I’ll lose love”)
    User Flow: from entry → emotional choice → reflection → new installation
    MVP feature definition: mini-bot, selection of emotional state, 1 belief per day

    🛠️ Tools: Miro, Excel, Notion

    ⏳ 2 weeks
  • Delvelop
    Making sense of user insights and forming the concept
    First version in Figma
    Prototype of the bot logic with limited paths
    User Testing: 5 women go through 1 belief shift session and describe the emotional experience

    🛠️ Tools: Figma, Maze, Google Meet

    ⏳ 4 weeks
  • Deliver
    Shipping the working MVP & creating consistency

    Finalize UI for bot-based micro-interactions
    Create UI Kit: buttons, cards, voice & tone
    Connect to PayPal flow
    Design Thank You Page & Email follow-up
    Track first purchases & emotional feedback
    Prepare for first cohort launch

    🛠️ Tools: Tools: Figma, Tilda, Google Analytics, Telegram Bot, Stripe/PayPal

    ⏳ 2 weeks
User research

Goal

Understand the real needs of users and determine what habits, pain points and scenarios lie behind the use of self-help and mood-tracking applications
Methodology

  • 12-person focus group (live MVP test)
  • Cold outreach to support communities (abuse & breakup recovery)
  • 20+ in-depth interviews (women aged 25–40, want’s to have a different quality of relationships)
  • Analysis of comments under psychological content (real language of pain)
  • Desk research of competitors (Headspace, Intellect, Fabulous, etc.)
Survey

  • 77% think that existing functions in self-help apps are too limited
  • 71% have already tried emotion monitoring apps
  • 68% have difficulty with regular tracking and practice
  • 62% would like a more detailed and personalized approach to working with states
  • 53% are confused by graphs and statistics - do not understand what to do with it next
Conclusion
People do not need an analysis of emotions, but help in changing their state and thinking
In-depth interview → JTBD
The goal of 1:1 interviews is to deeply understand the Jobs To Be Done (JTBD) of our user segment — including their motivations, pain points, current behaviors, and the context in which they’re trying to solve their problems
  • 💬 “I realize I’m in yet another toxic relationship, but I just can’t leave”
    → Lack of inner stability and structured support
    🛠 JTBD:
    Break free from repeating destructive patterns and develop the inner strength to stay out of unhealthy relationships.
    Elisabeth
  • 💬 “I know the issue is inside me, but I have no idea what exactly it is”
    → People struggle to identify their limiting belief or mental pattern
    🛠 JTBD:
    Identify the unconscious belief or emotional script that’s running my life, so I can begin to shift it consciously.
    Megan
  • 💬 “I feel like I’m doing everything right — journaling, meditating, learning — but my life isn’t actually changing”
    → Many users feel stuck in the self-help loop — consuming content, doing “the right things,” but not experiencing meaningful transformation. There's a disconnect between understanding and real-world change.
    🛠 JTBD:
    Bridge the gap between inner work and real-life results. Turn insights into actual shifts in behavior, emotional patterns, and relationship choices.
    Teresa
  • 💬 “I’m afraid to say what I want because I might seem too much or get rejected”
    → Fear of rejection for having needs or being assertive
    🛠 JTBD:
    Feel safe expressing my desires and emotions without fearing abandonment or disapproval.
    Alexandra
Conclusion
🧩 What We Learned from User Interviews
Across all interviews, one clear pattern emerged:
❝ Users don’t just want to feel better — they want to break free from emotional loops and actually transform their reality. ❞
Meet Monkey
Your inner mind’s playful guide
🐒 Monkey is your companion through mindset transformation.
Inspired by the concept of “monkey mind,” this white monkey has tamed its own chaos — and now helps you gently face yours.
Monkey isn’t just an AI. It’s a friend, a coach, and sometimes a little trickster.

🗣️ Tone of voice:
Playful · Caring · Honest · Slightly mischievous

💬 Favorite phrases:
• "Let’s make that thought a little lighter."
• "You sure this is your fear, or did someone hand it to you?"
• "Not today, self-doubt. We’ve got work to do."

Product Strategy: Navigation, Structure & Feature Prioritization
Feature Prioritization
App map
User flows

🎯 JTBD:

“Help me understand what’s blocking me emotionally, so I can stop sabotaging my goal.”

Change Mind Installation:

goal → mind installation → cycle

🎯 JTBD:
Plant a Goal (first launch of the application)

“Guide me through planting my first goal, so I understand how everything works.”

🎯 JTBD:
Finish the goal
“Help me reflect and celebrate after finishing my goal.”

“I’ve completed my goal — now what?”

Prototype
UI Design
Key learnings
From designer to founder: what I learned building a mindset-change startup that didn’t launch

Validation ≠ Feedback, Validation = Action People said “Great idea!”, but didn’t sign up or follow through.
🧠 Lesson: Interest isn’t validation. Real validation is action — sign-ups, conversions, commitment.

Sometimes letting go is growth
We paused Reinstall not because it was bad — but because we didn’t find product–market fit.
🧠 Lesson: Knowing when to stop is part of being a founder. Letting go is also progress.