Organized research notes into recurring needs, behaviors, and moments of friction.
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UX research · Personas · Journey map
Wellmigo
A research-led exploration of how people look for wellness support and where a digital product can make that journey feel more personal and less overwhelming.
01 · Overview
Wellness journeys are personal, but digital experiences often present every user with the same information and the same next step.
The project focused on understanding motivations, behaviors, needs, and pain points before proposing a solution. The aim was to turn qualitative observations into practical product opportunities.
DeliverablesResearch synthesisPersonasJourney mapOpportunity areas
02 · Process
A clear structure from question to design direction.
Built distinct personas without blending goals, needs, and pain points together.
Mapped the end-to-end journey to connect emotions and actions with design opportunities.
03 · Design decisions
The thinking behind the work.
Start with context
The experience should learn what kind of support a person is seeking before presenting recommendations.
Reduce uncertainty
Clear expectations and simple language can help users feel confident about taking the next step.
Support progress
Small, visible milestones make a broad wellness goal feel concrete and achievable.
04 · Outcome + reflection
Outcome
The final research package created a focused foundation for product definition: clear user groups, a shared journey, and prioritized opportunities instead of an unsupported feature list.
What I learned
The strongest insight was that a journey map must do more than document what happens. It should show where the product can create trust, provide context, or remove hesitation.