Problem.

Users struggle with career choices, relationship conflicts, personal goals, and motivation.
They need an empathetic, structured partner to process thoughts and understand what they truly want — not generic AI Chat advice.
However, human coaching (ICF) can be expensive and difficult to access regularly.

Goal — Create a Solution: Personal AI Thinking Partner

• For Decision Makers (e.g., Sam): Who face high-stakes life choices (relocation, job offers) and need clarity on what truly matters before deciding.

• For Self-Understanders (e.g., Sophy): Who get stuck in emotional loops, anxiety, or relationship conflicts and need a safe space for self-reflection.

• For Action Seekers (e.g., Daniel): Who are goal-driven executioners but often pursue goals they haven't truly chosen for themselves (e.g., status games).

• For Anyone Needing Accessible Support: Who wants instant, on-demand coaching without the financial or scheduling barriers of traditional therapy/coaching.

Product Solution

The right questions to help people find the solution they need, instead of relying on generative answers.

A personalized AI coaching experience featuring multi-modal interactions (Text, Voice, and Live Video), 3 distinct AI coach personas (Empathetic, Rational, Direct), proactive contextual engagement.

ICF-based methodology focused on self-discovery and action steps.

Role & Process

UX Research & UX/UI, Product Design. Led the project end-to-end from initial concept to interactive prototype, pitch deck, and AI prompt training:

1. UX Research & Framework Setup: Conducted market/SWOT analysis and evaluated traditional ICF coaching frameworks to translate solution-focused methodology into an AI model.

2. User Personas & Emotional Journey Mapping (EJM): Built 3 distinct user personas (Sam, Sophy, Daniel) and mapped 10-stage Emotional Journey Maps to pinpoint drop off risks, emotional triggers, and value moments.

3. User Flow & Wireframing: Designed user flows spanning onboarding, coach selection, multi-modal sessions, and paywalls.

4. Validation & AI Prompt Training: Trained AI prompts in Claude to validate empathetic responses and conducted 10+ real coaching test sessions against ICF standards.

5. Prototyping & Iteration (Design Refinement): Executed a 2nd design iteration, transitioning from a high-saturation palette to a calm sage/olive aesthetic, improving contrast (WCAG), applying glassmorphism overlays to video/call UI, and refining paywall conversion hierarchy.

Results

• 2 Design Iterations Completed: Evolved UI from a high-contrast MVP to a refined, calming design system with improved WCAG accessibility and polished glassmorphic video calls.

• 10+ Test Coaching Sessions: Validated AI prompt responses against ICF methodology standards for natural, non-directive guidance.

• Working MVP: Built a functional Claude-powered prototype.

• Pre-seed Pitch Deck.

Product & Business Impact

• Monetization Strategy: Tiered subscription model (Pro Voice vs. Premium Video) designed around voice/video usage limits.

• Minimized Churn via Micro-Habits: "Coach Moments" and personalized pushes turn periodic crisis usage into long-term self-reflection habits.

• Scalable AI Architecture: Persona-based prompt framework easily adapts to B2B corporate wellbeing packages or integration with productivity ecosystems.

See Figma File