#DMAFB
Role
Lead UX Researcher
Type of Project
Real client Project
Project Duration
Five weeks
The Problem: Turning Research into Reality
DMAFB (Do Me A Favour Buddy) was born from the extensive research and vision of Don, a clinical psychologist, who sought to create a platform that seamlessly integrates kindness into daily life. With a strong foundation in behavioral psychology, Don had already conducted user research and defined the core principles of the app. Our role as the UX team was to bring this vision to life through intuitive design and seamless user experience.
The Solution: Bringing Kindness to the Digital World
This project aimed to develop an engaging, research-backed app prototype that uses AI to suggest personalized Acts of Kindness (AOKs), ensuring each user experiences thoughtful, impactful interactions. Our design challenge was to make the app feel intuitive, rewarding, and habit-forming without overwhelming users.
The Process
01. Discovery
02. Define
03. Ideate
04. Prototype
05. Test
Discovery
Define
Ideate
Prototype
Test
01. Turning Research into Reality 🔬
Aligning Vision with the Founders
To ensure the final product aligned with Don’s research and goals, we worked closely with him to refine the platform’s direction. The key priorities we identified were:
A unique brand identity that reflects positivity and warmth.
A gamified experience that makes kindness fun and engaging.
A progress tracker that visually represents a user’s impact over time.
Client Kick-off meeting
Learning from the Best
We analyzed existing platforms that successfully incorporate gamification and habit-building, including mental wellness and fitness apps. This helped us determine best practices for UI design, motivation strategies, and user engagement features, ensuring DMAFB was both intuitive and impactful.
Discovery
Define
Ideate
Prototype
Test
02. Understanding the Users & Their Needs
Meet Taylor & Dona
To ensure the platform resonated with real users, we refined personas based on Don’s research:
Taylor (The Busy Professional): Wants easy, quick ways to be kind but struggles with time constraints.
Dona (The Empathetic Connector): Enjoys deep, meaningful acts but needs structure and reminders.
Defining the Experience
To keep the user experience at the core of our design process, we created user stories that aligned with their needs:
As a user, I want to set up my profile.
As a user, I want to do an act of kindness for myself.
As a user, I want to share my acts of kindness with my friends.
As a user, I want to check my past and current progress.
As a user, I want to join a team in my organization.
As a manager, I want to view a summary dashboard of the users.
The first 4 user stories are our main focus, and joining a team at an organization and a summary dashboard being the least priority. These user stories helped ensure that each feature served a clear purpose and met the real needs of the target audience.
Discovery
Define
Ideate
Prototype
Test
03. Sketching the Experience
Designing the Experience: Concept Scoopinh
To bring Don’s research to life, we explored different design solutions through sketches and wireframes. Prioritizing simplicity and engagement, we focused on:
A Kindness Dashboard to track progress and suggest AOKs (Acts of Kindness).
A Gamified Growth System where users nurture a virtual plant as they complete acts.
Personalized AI Suggestions based on user behavior and preferences
Quick wireframes for concept Scoping
Creating a Rewarding Experience
One of my primary focuses was designing a compelling gamification system to keep users motivated. I developed a game/reward concept that included:
Growth-Based Rewards: Users nurture a virtual plant that grows as they complete Acts of Kindness.
Achievement Badges: Users unlock themed badges based on their kindness milestones.
Team Challenges: Encouraging collective kindness efforts within organizations.
Progressive Levels: Advancing through levels based on consistent engagement.
These elements transformed kindness into a fun, rewarding experience, ensuring users felt a sense of accomplishment with every action. Wireframing allowed us to quickly test concepts and refine ideas before committing to high-fidelity designs.
Discovery
Define
Ideate
Prototype
Test
Final Prototype
Discovery
Define
Ideate
Prototype
Test
04. Refining the Vision
Got Script? Testing Time!
As the lead researcher, I was the mastermind behind the usability testing. I crafted the testing scripts, led the sessions, and transformed feedback into insights with the magic of affinity mapping.
Oops, We Did It Again (Found Some Pain Points)
Log In/Sign Up
Before: During the sign-up process, users were unclear about the app’s purpose, which caused hesitation and drop-offs.
After: We simplified the sign-up page with a clear tagline and a brief description of the app’s mission. This made the app’s purpose clear from the start, leading to a smoother registration experience.
Acts of Kindness
Before: The instructions for completing an Act of Kindness were vague, and users weren’t sure how to log their actions.
After: We redesigned the interface to provide clear, step-by-step instructions on performing and logging Acts of Kindness. A progress bar now visually guides users through the process, making it easier to engage.
Reflection
Working on DMAFB was both challenging and rewarding. This project was an opportunity to transform a deeply human concept, kindness—into a digital experience. Translating behavioral psychology into an intuitive product required constant iteration, and at times, balancing engagement with authenticity was tough.
One of the biggest challenges was ensuring the app remained inclusive and accessible to all users, regardless of their tech literacy. However, seeing the platform come together and watching users respond with enthusiasm made every iteration worth it.
This experience reinforced my belief that technology should be designed to uplift, connect, and inspire. DMAFB is more than an app; it’s a movement toward a kinder world, one small act at a time.
I also loved how I got to own and lead the UX research aspect of this project. Being responsible for the research gave me a deep understanding of user needs, and it was incredibly fulfilling to shape the design based on real user insights. Additionally, developing the gamification concept and seeing how it was seamlessly incorporated into the design was a highlight. Watching it come to life and contribute to user engagement was one of my proudest moments in this project.