Defining a scaleable AI-driven product that meets users’ needs.


MOTM services

UX research
Competitor research
UX strategy

Project timeline

Oct 2020 — Feb 2021

The challenge

eMentalist wanted to grow its business from offering custom data solutions to building a uniquely positioned, scaleable, AI-driven software-as-a-service tool.

The approach

Starting with design research and semi-structured qualitative interviews with eMentalist’s main target groups, we helped our client understand the problems these professionals face and how they solve them. Through thematic analysis, we were able to condense an immense amount of raw data into handy personas and customer journeys, to serve as a sturdy base for the following competitive analysis as well as for future product decisions.

UX research is the basis for everything that follows, ensuring that we draw our client’s attention to actual user demands.

Numerous insights from 16 interviews with target users

The competitive analysis focused on a wide range of potential competitors that are closest to filling the unmet user needs identified in the interviews. Starting with all the competitors we could find and then filtering them out for relevance, we spotlighted places where opportunities lay. Because the client faces a partially crowded market place, competitor cards were designed to condense critical business information into an easy-to-use card, enabling them to arrange competitors themselves and align as a team before embarking on any product design decisions.

Combining the competitive analysis with the interview findings, we located five value gaps for the client to consider more closely.

The results

Our client’s product and business development will be assisted by all of the final deliverables, including personas, customer journeys, competitor cards, value gaps, and the competitive analysis findings. We helped them decide which target users’ problems they want to solve by narrowing down the field from 5 to 2 and providing them with in-depth information for their future product design direction. They are now ready to make strategic business decisions based on research insights and findings, as they make progress towards designing and developing their final product.



personas and related customer journeys


competitors analysed


value gaps defined

Blending user and market perspectives, the client gained a sense of potential users’ challenges and identified product positions that enhance their business objectives.

Ready to improve your customers’ experiences through strategic design?