Mine’D
Mine’D connects people going through hard moments (a breakup, a career change, family conflict) with emotional health experts and a community around them. Instead of one-on-one therapy, it gives people access to the experts’ content: live sessions, multi-part series and community discussions.
When I joined, the app already existed and worked. The client asked the studio to refresh the design, make the app easier to use, and give it a structure that could grow as new content formats were added.
80K+ downloads
~1h 15m average daily use
200K comments in live sessions (client data)
What was holding the app back
- Overloaded interface. Too much on every screen and too many steps to reach content.
- The wrong tone for the category. The visual style felt cold. For a product people open when they are struggling, it created almost no emotional response.
- Too much “system”. The app looked like a utility. It needed to feel like a place you come back to.
More emotion on the existing brand
After a UX audit of the existing app and my review of competitors in the wellness and emotional health space, I designed the first concept. I built it on the existing Mine’D brand. I used blurs and gradients to give the app more emotion. This concept went into production and was released on the App Store.
A new brand and a new approach
Six months after the first iteration, the Mine’D brand kept growing, and there were new directions to explore. The brand itself changed slightly, and the product had to reflect that. I applied the new brand colors and tried a different approach to the app as a whole.
Home
The Home screen holds all the key information that matters to the user, split into two tabs. Explore is for getting back to recently watched content quickly and for discovering new content in the categories people chose when they signed up. Schedule shows the experts’ upcoming live sessions.
My Mine’D
My Mine’D is a personal feed. It is built entirely around each person’s interests and the communities and experts they follow.
Sessions
I made watching a session simpler. I improved the visual hierarchy so the key elements stand out. I also reworked the live chat that runs under the stream.
Live Talks
During the Clubhouse hype in 2021, the client asked for Live Talks: live voice rooms. Experts host each room, and any listener can raise a hand to join the conversation.
Communities
Communities are interest groups where people come together and share their views.
Mine’D Courses
A new product in the Mine’D family: Mine’D Courses, a web app where people browse courses by experts and buy them. The courses themselves run on another platform, integrated into the product.
Outcome
The redesigned app with Live Talks launched in mid-2021. According to the client, it reached 80K+ downloads, 1M+ videos watched and 200K comments in live sessions, with people spending about 1 hour 15 minutes in the app every day.
In January 2022 Mine’D raised a $3.5M seed round led by Listen Ventures (TechCrunch). The article described joining live sessions to ask experts questions as a central part of the product.
I can’t say how much of the round came from the design. But this was the product the company raised it with, and the live format I designed became one of its core features.
BOLDR
