UX/UI Design

Mojo Crowe is a self improvement app, founded by one of the world’s top mindset coaches for athletes, Ben Crowe. We were tasked to develop an AI strategy to improve content delivery.

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Exploratory Research

Working on the Mojo Crowe app involved challenges such as understanding the current AI landscape, competitor analysis, integrating new AI features and improving the usability.

Scope of Work

The timeline involves three key phases: Research, where we explored the Mojo Crowe app, analysed existing internal research, and conducted market research; Ideation, focused on identifying the right problems to solve and brainstorming solutions; and UI Design, where we created the final UX/UI designs.

Desktop Research

Conducting a competitor analysis was crucial to understand how Mojo Crowe stacked up against other AI-driven wellness platforms. It helped identify unique value propositions, potential gaps in the market, and areas for innovation, ensuring Mojo Crowe could effectively differentiate itself and meet user needs more precisely.

Project Management & Leadership

I was responsible for overseeing the project and leading a team of 10 designers. I helped to identify and manage risks, remove blockers and make key decisions.

User Research

IOur user research involved 1-1 interviews with eight people. It included both existing app users and people who were using the app for the very first time within the interview itself. The participants came from a wide variety of ages, backgrounds and levels of digitial literacy.

List of User Challenges

For the user interviews, we prepared two distinct sets of structured questions: one for current Mojo Crowe app users and another for non-users. After synthesising the research, the insights showed that users wanted to:

• connect more with the Mojo community
  
• be comfortable with their data privacy
  
• navigate the app more easily

Business and User Challenges

A traditional theoretical Human Centered Design approach would first analyse user needs, before deciding on a solution. However for this project, the client had specifically asked us to investigate how AI could solve user challenges. So we aimed to balance both the needs of the business and the users.

Ideation

We designed a wide range of features that met user needs, some of which included AI tools. Our ideation methods included brainstorming and Crazy 8s. We decided to limit the scope of the project to design for existing app users only.

Prioritisation

We plotted our ideas on an Impact/Effort matrix to identify the best solutions for an MVP design. We ultimately decided on 3 How Might We questions.

Validating Mojo Assistant

Our research showed that quick wins to improve the app could actually be achieved without AI. However, AI could help with more complex user needs. Thus we recommended Mojo Crowe should do their implementation in two phases.

The Solution

I encouraged the team to work collaboratively for the final designs, whilst being clear on the delegation of tasks. I personally created the Community screens.

Conclusion