Role:
Lead Product Designer
Team:
Product Designers x2
Developer x2
Process:
Scrum (Sprints), Notion
Platform:
Mobile (iOS-first)
Timeline:
12 months
TL;DR:
Reframed product architecture around user intent
Reduced cognitive load across key flows
Improved onboarding activation
Established consistent interaction patterns
Enabled scalability through system thinking
Context
TAP Mindset is a mental training platform designed to help users build consistent habits through guided exercises, emotional tracking, and structured programs.
As the product evolved, features were added without a cohesive structure. This resulted in a fragmented experience where users struggled to understand what to do and where to focus.
The gap between product vision and actual experience became increasingly evident..
I led a team of two designers, guiding the redesign from problem definition to final delivery.
We worked in sprint-based cycles inspired by Scrum:
Iterative design sprints
Task tracking and planning in Notion
Regular design reviews and alignment
My role focused on:
Defining product direction
Ensuring consistency across flows
Guiding design decisions
Maintaining alignment with product goals
Problem
This was not only a visual issue, it was a product architecture problem.
The experience was organized around features instead of user intent.
Key issues:
Cognitive overload
Blurred mental models
Inconsistent interactions
Lack of scalability
These issues directly impacted user engagement and made it harder for users to build consistent habits — the core value of the product.
Key Principles
To guide the redesign, a set of principles was defined to ensure consistency across flows and interactions.
Clarity over density
Remove non-essential elements and prioritise primary actions to reduce cognitive load.
Design for momentum
Structure flows to keep users moving forward without friction or unnecessary decisions.
Intent-based structure
Organise the interface around user intent rather than features or internal logic.
Consistency at scale
Organise the interface around user intent rather than features or internal logic.
Onboarding — Activation over Personalization
Key Flows — From Fragmentation to Clarity
The goal was not just to redesign screens, but to simplify how users move through the product.
"Worked closely with engineers to align interaction patterns and ensure buildable solutions."
What Changed
The redesign introduced a more structured flow where users:
Understand immediately where they are
Know what action to take next
Can move forward without friction
Reducing decision-making effort improves engagement and helps users build consistent habits—core to the product’s value.
Rebranding — Aligning Identity with Product Experience
As part of the redesign, the visual identity no longer matched the product’s intention.
The brand felt:
Visually inconsistent
Emotionally unclear
Disconnected from the concept of mental clarity and focus
This created a mismatch between what the product promised and what users experienced.
Branding Goals
Reflect clarity, calmness, and focus
Support usability (not compete with it)
Create a cohesive visual language across the product
Strengthen recognition and consistency
Features
The redesign introduced a set of features designed to support the athlete’s routine more clearly and consistently.
Instead of navigating disconnected tools, users can now move through a structured experience that supports preparation, training and reflection as part of a continuous process.
Guided mental exercises
Structured daily routines
Post-session reflection
Clear navigation between training stages
Impact
The redesign transformed TAP Mindset from a fragmented experience into a structured, scalable product.
The redesign improved how the product works at a fundamental level:
Clear separation between different user intents
Reduced cognitive effort across key journeys
More predictable and consistent interaction patterns
Stronger alignment between product structure and user behavior
Why This Matters
For a product focused on habit-building, reducing friction is critical.
By simplifying decision-making and clarifying the experience, users are more likely to:
Take action consistently
Understand the product faster
Build long-term engagement
My Contribution
Led a team of 2 designers
Defined the product architecture and interaction model
Drove key design decisions and trade-offs
Collaborated closely with engineering
What Didn’t Work
Early iterations focused too heavily on simplification.
By aggressively reducing options, the experience became:
Too restrictive
Lacking context in key moments
Less supportive for exploratory users
What I Changed
Reintroduced progressive disclosure
Balanced clarity with flexibility
Allowed users to access deeper layers when needed
Lack of real user validation
All improvements are based on UX best practices and assumptions that require validation through real user testing.
Reduced personalization early on
Prioritizing activation over personalization may impact long-term engagement if not addressed later.
Behavioral assumptions
User motivation and habit-building patterns need to be validated with real usage data.
Nex Steps
To validate and evolve the product, the next steps would be:
1. Usability Testing
Validate navigation clarity
Identify friction points in key flows
2. A/B Testing Onboarding
Compare activation-focused vs personalized onboarding
Measure completion and retention
3. Behavioral Metrics Tracking
Daily active usage
Retention over time
Feature adoption
4. Progressive Personalization
Introduce personalization gradually based on user behavior instead of upfront input.
