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.
“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
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
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
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
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
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. ❞
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."
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.”
“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.
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.