Role
Senior UX Designer
Scope
Website repositioning, content strategy, visual design, Live Figma Site (Until Coded)
Challenge
Translate complex insights into actionable product improvements
Outcome
Product evolved but website didn't — causing user confusion and misaligned expectations
Visit
The Problem
Ahhaa started as a gamified wellness app. The website reflected this: 9 competing sections, achievement language ("power up," "level up"), and "Operating System For Your Mind" positioning.
But the product evolved through real-world use.
What we learned:
Gamification burned users out
People wanted calm practice, not achievement pressure
"Operating System" confused more than it clarified
The result: Website attracted wrong users, confused enterprise partners, and set incorrect expectations.
The ask: Redesign to reflect what Ahhaa had become — a mind fitness platform for daily awareness practice.
My Approach
1
Strategic Alignment First
Before touching design, I led stakeholder sessions to answer:
What is Ahhaa now?
Not: A gamified wellness app
Is: A mind fitness platform for daily awareness practice
What's the core belief?
"An aware mind is a fit mind"
This became the foundation for all decisions.
2
Research Through AI-Assisted Analysis
I used AI to accelerate research and deepen strategic thinking:
Brainstorming & Pattern Recognition
• Fed AI multiple wellness app websites to identify positioning patterns
• Asked: "What makes users trust a mental wellness product?"
• Generated 20+ headline variations, then chose based on clarity and emotional resonance
Document Analysis
• Uploaded old website content, brand docs, and UX audit findings
• Asked AI to identify contradictions between product vision and messaging
• Uncovered: We said "fun practices" but users needed "meaningful mindful impact and build mindful habits"
Research Synthesis
Used AI to summarize psychology research on habit formation and motivation
• Asked: "How does gamification impact users for emotional regulation?"
Found: Extrinsic rewards undermine intrinsic motivation for meaningful practices"
What AI didn't do: Make decisions.
What I did: Used AI outputs to gain clarity faster, then applied UX judgment, business context, and user empathy to decide.
Result: Research that would take weeks happened in days, but quality stayed high because I stayed in control.
3
The Strategy: Subtract to Clarify
Instead of redesigning, I asked: "What can we remove?"
I mapped old website content against user questions:
User Question
Old Website
What's Needed
What is this?
Operating system, game, habit tool, science platform
One clear answer: Mind fitness platform
How does it work?
9 sections, features, levels, rewards
Brings value and how it works
Why trust this?
Science buried mid-page
Social Proof upfront
Is this for me?
Multiple audiences competing
Universal belief, easy contact
Decision:
Cut 60% of content. Focus on positioning clarity first.
4
Phased Content Strategy
I proposed rolling out content in phases:
Phase 1 (MVP - Now)
Hero: Core positioning
Social proof: Enterprise credibility
Value: 3-step framework
Philosophy: Belief statement
Contact: Simple email link
Phase 2 (Post-Launch)
Most Required feature/section/page like -
Audience-specific pages (Schools / Corporate)
Science page (when users ask "Does this work?")
Success stories
Why:
Validate core message before scaling complexity.
The Outcome
We stripped away the noise — moving from gamification overload to grounded practice, from complexity to clarity.
Impact
Business
Clear positioning (can articulate "what we are" in one sentence)
Stakeholder alignment (founders, product, sales unified on messaging)
Enterprise trust ("Our Presence" resonates with B2B prospects)
Partnership secured (IC3 conference 2026)
User Experience
60% less content, 100% more clarity
Correct expectations (practice, not game)
Scannable (users understand value in 2-minute scroll)
Higher resonance (philosophy attracts right audience)
Overall
Matches the promise
Mobile-friendly (simplified content = better responsive)
Future-ready (phased strategy allows growth without redesign)
Key Learnings
1. Clarity Emerges from Alignment
When vision shifts, clarity comes from realigning every element with the updated shift—not just cutting content.
2. Mental Models Shape Behavior
The metaphor you choose determines how users interact. Choose language that creates the right expectations from day one.
3. Phase Content Based on User Readiness
Validate core messaging first. Add depth later based on real questions, not assumptions.
4. AI as a Strategic Thinking Partner
AI accelerates research and options generation. Strategic decisions come from understanding context and human needs.
5. Alignment Through Collaborative Exploration
Best decisions emerge from shared understanding—creating space to explore what truly serves users and business goals.
Building something meaningful? Feel free to hit me up!