Case Study
Transforming an emerging digital wellness initiative into a clear, compelling service story
Duration
Aug 2025 - Present
Main Task
Clarifying Value propositioning through website redesign, polishing the product.
Hats Worn
UX Research
UX Design
Product Strategy
(Design Team of 6)
Tools
Figma
Illustrator
Status (In Progress)
About
ProAction Entrepreneur is a nonprofit startup initiative dedicated to improving the mental health and well-being of entrepreneurs and their support systems. Their mission is to prevent distress and burnout for entrepreneurs and equip accelerators/investors with tools such as trainings, and hub of care access and events that reinforce the vision that entrepreneur success should not come at the cost of their health
The Brief
ProAction Entrepreneur brought our team on board with a broad mandate: Develop a Research and Design Strategy to directly inform how they position themselves in the market as an entry level wellness startup geared toward entrepreneurs, clarify their value offering, and build trust to increase conversion while ensuring every decision is rooted in creating a digital environment to foster entrepreneur wellbeing, normalizing the taboo of support seeking.
“Entrepreneurs are at higher risk of burnout, stress, and mental health issues, yet few systemic solutions exist to support them before crises occur.”
- Proaction CEO, Edouard Fellon-Mallet
“Entrepreneurs are at higher risk of burnout, stress, and mental health issues, yet few systemic solutions exist to support them before crises occur.”
- Proaction CEO, Edouard Fellon-Mallet
What was our Process?
This project came to us in its early days, lots of promise, but still taking shape. That meant we couldn't skip ahead to design. We needed to first get clear on what the product was and the value it offered, then build out the UX and online experience to connect with users and guide them toward conversion in a friction-free manner. And we had to do all of this within a tight four-month timeline, finding a scope that would bring meaningful product clarity without overreaching.
The Roadmap at a Glance
Our Assumption Mapping
The assumption map we developed summarized our kickoff meeting into data that helped shed light on our research direction. We zeroed in on three assumed key painpoints that scored high on importance but low on the nuances of what we actually knew as contextual fact:
The assumption map we developed summarized our kickoff meeting into data that helped shed light on our research direction. We zeroed in on three assumed key painpoints that scored high on importance but low on the nuances of what we actually knew as contextual fact:
1
Privacy: the # 1 Driver of trust
Strong enough to make or break adoption.
1
Privacy: the # 1 Driver of trust
Strong enough to make or break adoption.
1
Privacy: the # 1 Driver of trust
Strong enough to make or break adoption.
2
Stigma and Time Poverty
No Awareness of the importance of wellbeing for success, equating help-seeking for weakness..
2
Stigma and Time Poverty
No Awareness of the importance of wellbeing for success, equating help-seeking for weakness..
2
Stigma and Time Poverty
No Awareness of the importance of wellbeing for success, equating help-seeking for weakness..
3
Unclear Path to Support
The path to care is filled with friction: users abandon tasks.
3
Unclear Path to Support
The path to care is filled with friction: users abandon tasks.
3
Unclear Path to Support
The path to care is filled with friction: users abandon tasks.
Our Research
Secondary Research
Literature Review and Competitor Benchmark
Secondary Research
Literature Review and Competitor Benchmark
We split into three pairs, each taking ownership of one assumption for a deep dive. Our research included an extensive literature review to uncover existing data and nuances, a key insight being that entrepreneurs have to uphold a facade of strength, which is directly linked to their tendency to want to handle everything themselves which leads them to be time-poor. These insights helped set the foundation for the primary research that followed:
We split into three pairs, each taking ownership of one assumption for a deep dive. Our research included an extensive literature review to uncover existing data and nuances, a key insight being that entrepreneurs have to uphold a facade of strength, which is directly linked to their tendency to want to handle everything themselves which leads them to be time-poor. These insights helped set the foundation for the primary research that followed:
72%
of entrepreneurs experience at least one mental health condition
Freeman, MA, et al, 2015-2019
60%
of entrepreneurs avoid seeking help due to stigma
Li & Wang. 2023
52%
72%
72%
of entrepreneurs don't seek help because they don't have time
of entrepreneurs experience at least one mental health condition
of entrepreneurs experience at least one mental health condition
Silver Lining Survey, 2023
Freeman, MA, et al, 2015-2019
Freeman, MA, et al, 2015-2019
60%
72%
72%
of entrepreneurs avoid seeking help due to stigma
of entrepreneurs experience at least one mental health condition
of entrepreneurs experience at least one mental health condition
Li & Wang. 2023
Freeman, MA, et al, 2015-2019
Freeman, MA, et al, 2015-2019
Primary Research
Survey/Questionnaire Filled by Entrepreneurs
Our survey gathered 53 validated responses from entrepreneurs, covering everything from work hours and mental state to feelings of isolation and burnout. The goal was to identify co-occurrences across factors identified in our literature review. Our study revealing deeper, interrelated patterns behind why founders struggle to prioritize their own well-being. The following themes were observed:
Our survey gathered 53 validated responses from entrepreneurs, covering everything from work hours and mental state to feelings of isolation and burnout. The goal was to identify co-occurrences across factors identified in our literature review. Our study revealing deeper, interrelated patterns behind why founders struggle to prioritize their own well-being. The following themes were observed:
85%
85%
of participants prefer quick and easy access to support, but support paths are complicated and time-consuming
81%
81%
of participants claimed wanting community
but
only
8%
8%
utilize any form of community
Humanizing Our Findings Through Sofia
Sofia Martinez
"The Resilient Juggler"
42 yrs • Montreal
Founder & CEO
$300K sustainable fashion e-commerce
Some days I feel unstoppable. Other days, I'm answering emails during my daughter's bedtime story wondering if I'm failing at everything that counts.
Core Challenges
Core Challenges
Key Needs
Key Needs
Quick, actionable wellness solutions
Quick, actionable wellness solutions
Peer support from entrepreneurs who understand
Peer support from entrepreneurs who understand
Affordable mental health access
Affordable mental health access
Evidence-based strategies
Evidence-based strategies
Drowning in guilt between business demands and family life. Averaging 5-6 hours of sleep, canceling family plans for emergencies, struggling with decision fatigue.
Drowning in guilt between business demands and family life. Averaging 5-6 hours of sleep, canceling family plans for emergencies, struggling with decision fatigue.
We initially humanized our research findings through 3 key personas from our survey design targeting past present and future entrepreneurs but due to our limited time on project and the majority of our primary data collected being on current entrepreneurs, we decided to map our solution modeling around the pain points of Sofia Martinez, current entrepreneur and mother.
We initially humanized our research findings through 3 key personas from our survey design targeting past present and future entrepreneurs but due to our limited time on project and the majority of our primary data collected being on current entrepreneurs, we decided to map our solution modeling around the pain points of Sofia Martinez, current entrepreneur and mother.
Her Journey with Proaction and Reason for Task Abandonment
Overwhelmed and burned out by her many responsibilities, one late night she decides to finally put aside her facade of strength and seek out help.
She comes across proaction, becomes hopeful:
Overwhelmed and burned out by her many responsibilities, one late night she decides to finally put aside her facade of strength and seek out help.
She comes across proaction, becomes hopeful:
her first impression is confusion, many call to action buttons, she's distressed, every second counts, yet support seems unclear
She needs some sort of support, clarity, and guidance right away, maybe someone to reach out to for help or a guide to help her self-soothe.
her first impression is confusion, many call to action buttons, she's distressed, every second counts, yet support seems unclear
She needs some sort of support, clarity, and guidance right away, maybe someone to reach out to for help or a guide to help her self-soothe.
She finally finds the services page but she's stuck hovering on content with no pathway to support, she finds the contact us button, presses it, and gets redirected to the homepage.
She finally finds the services page but she's stuck hovering on content with no pathway to support, she finds the contact us button, presses it, and gets redirected to the homepage.
When she finally locates the contact us option, she is simply met with a contact form to be sent off to the void.
Disappointed by her inability to find any care or readily available support, she abandons her task.
When she finally locates the contact us option, she is simply met with a contact form to be sent off to the void.
Disappointed by her inability to find any care or readily available support, she abandons her task.
Ideation Overview
Had support been available in a quick, clear way, Sofia might have gotten the help she needed instead of abandoning her task entirely. Sofia's journey crystallized where we needed to focus and shaped our design challenge:
Had support been available in a quick, clear way, Sofia might have gotten the help she needed instead of abandoning her task entirely. Sofia's journey crystallized where we needed to focus and shaped our design challenge:
"How Might We . . .
Provide Quick, Clear and Easy Support to Entrepreneurs Before They Reach Crisis-
"How Might We . . .
Provide Quick, Clear and Easy Support to Entrepreneurs Before They Reach Crisis-
-while also being there for those who may be struggling with crisis?"
-while also being there for those who may be struggling with crisis?"
Our How Might We Statement guides us from divergence to direction; we used it to conduct a design workshop with a team of 12, moving through three rounds of ideation, from timed brainstorming to crazy 8s, generating a wide range of concepts, practicing critical thinking pushed through rapid ideation.
Our How Might We Statement guides us from divergence to direction; we used it to conduct a design workshop with a team of 12, moving through three rounds of ideation, from timed brainstorming to crazy 8s, generating a wide range of concepts, practicing critical thinking pushed through rapid ideation.
We then moved into a round of individual ideation and solution mapping. Here, I clustered the design workshop findings into themes and assessed them through an impact-effort matrix to identify the most viable directions.
We then moved into a round of individual ideation and solution mapping. Here, I clustered the design workshop findings into themes and assessed them through an impact-effort matrix to identify the most viable directions.
With support from AI ideation, Ideas were pushed further, and we narrowed to 6 core concepts and identified an MVP. Final team synthesis revealed four pillars for our solution:
With support from AI ideation, Ideas were pushed further, and we narrowed to 6 core concepts and identified an MVP. Final team synthesis revealed four pillars for our solution:
Quick Support
Daily checks, breathing app, Live Chats. Mentorship Matching.
Community Cultivation
Anonymous circles, success stories, accountability buddy support groups.
Educational Content
Wellness centers, conferences and talks on mental health, content on entrepreneur wellness.
Clinical Support
quick access to support through professional providers; one-on-one sessions.
Sitemap Drafting
Ideas compiled after our second round of individual solution modeling sessions that we voted on keeping were reorganized and mapped into a potential model for the information architecture design of the site. This visual design session helped us create a clear guide on how we were to logically group idea clusters to consolidate the site map.
Ideas compiled after our second round of individual solution modeling sessions that we voted on keeping were reorganized and mapped into a potential model for the information architecture design of the site. This visual design session helped us create a clear guide on how we were to logically group idea clusters to consolidate the site map.
I conducted an extensive benchmark of competitors to identify best practices in product presentation and site architecture, as we did not have a timeframe available for a cardsorting practice.
I conducted an extensive benchmark of competitors to identify best practices in product presentation and site architecture, as we did not have a timeframe available for a cardsorting practice.
The final pretested sitemap involved two main CTAs for support: one leading entrepreneurs towards all support pathways and the other for getting immediate support during crisis as well as a vertical service flow for B2Bs under the services tab.
The Wireframes
The Wireframes
The Wireframes
The first draft prototyped for usability testing
Testing Procedure
Testing Procedure
"If you were a highly stressed entrepreneur seeking support, what would. you do?"
"If you were a highly stressed entrepreneur seeking support, what would. you do?"
Method and Reasoning
Method and Reasoning
6 participants recruited, and observed as they navigated a list of tasks utilizing the think aloud method to better understand mental models around the proposed design. follow up questions were asked throughout process for deeper insights.
6 participants recruited, and observed as they navigated a list of tasks utilizing the think aloud method to better understand mental models around the proposed design. follow up questions were asked throughout process for deeper insights.
Focus Points of Test
Focus Points of Test
Validating Information Architecture
Assessing Feature Discoverability
Onboarding Clarity
Assessing accessibility of support pathways
Critical support discoverability in high stress contexts
Validating Information Architecture
Assessing Feature Discoverability
Onboarding Clarity
Assessing accessibility of support pathways
Critical support discoverability in high stress contexts
"What Do I get from joining your community?"
"What is the difference between services and support? I'm Confused!"
"What Do I get from joining your community?"
"What is the difference between services and support? I'm Confused!"
"What Do I get from joining your community?"
"What is the difference between services and support? I'm Confused!"
-Quotes from our confused users
-Quotes from our confused users
The Final Solution
(Explained through Iterations)
The Final Solution
(Explained through Iterations)
Central Hub: where every feature is accessible on one click
Central Hub: where every feature is accessible on one click
Previously
Previously
Support paths were unclear
Support paths were unclear
Solution
Solution
The main hero CTA, optimized to fulfill our goal for quick optimized support, leads the user to a central hub where all possible resources are accessible within 1 click, and users can keep scrolling to learn more about each feature before being redirected to a different page
The main hero CTA, optimized to fulfill our goal for quick optimized support, leads the user to a central hub where all possible resources are accessible within 1 click, and users can keep scrolling to learn more about each feature before being redirected to a different page
Crisis Support: both live and self soothing support options, available immediately
Crisis Support: both live and self soothing support options, available immediately
Previously
Previously
Crisis support was separate and buried against the main CTA
Crisis support was separate and buried against the main CTA
Solution
Solution
All Support now clustered under main CTA as quick support, with crisis support as first option when you navigate to the quick support Central Hub.
All Support now clustered under main CTA as quick support, with crisis support as first option when you navigate to the quick support Central Hub.
Join The Community: too many forms
Join The Community: too many forms
Previously
Previously
Users were confused due to the overuse of sign-up forms for different onboarding purposes.
Users were confused due to the overuse of sign-up forms for different onboarding purposes.
Solution
Solution
Now all sign up forms are streamlined under join the community CTA, and users are prompted through checkmarks to clarify what purpose they are joining for, improving the quality of this micro-conversion.
Now all sign up forms are streamlined under join the community CTA, and users are prompted through checkmarks to clarify what purpose they are joining for, improving the quality of this micro-conversion.
"Services? Support? What's the Difference?"
"Services? Support? What's the Difference?"
Previously
Previously
Users were all confused about services and support terminology, believing that both should lead the user to the same solutions
Users were all confused about services and support terminology, believing that both should lead the user to the same solutions
Solution
Solution
The CTA for B2B services was renamed to "Partner With Us" to ensure clarification of the difference between B2C and B2B services.
The CTA for B2B services was renamed to "Partner With Us" to ensure clarification of the difference between B2C and B2B services.
Product Refining Strategy: Community Mentorship program
Product Refining Strategy: Community Mentorship program
Previously
Previously
Community involvement program was missing despite high demand
Community involvement program was missing despite high demand
Solution
Solution
Proposed peer mentorship program that allows entrepreneurs to sign up to assist other entrepreneurs who have signed up to receive help, creating a proactive environment of mutual support
Proposed peer mentorship program that allows entrepreneurs to sign up to assist other entrepreneurs who have signed up to receive help, creating a proactive environment of mutual support
Key Impacts
Key Impacts
Product Clarity
Product Clarity
Product Clarity
Value proposition is now clear, as user is given all the information about this non-profit initiative within one click
Value proposition is now clear, as user is given all the information about this non-profit initiative within one click
2-Click Destinations
2-Click Destinations
2-Click Destinations
all the different designed engagement factors and conversion points are now 2 clicks away
all the different designed engagement factors and conversion points are now 2 clicks away
Stronger Community
Stronger Community
Stronger Community
a page dedicated to community efforts, the co-mentorship initiatives help bring in low pressure, supportive community
a page dedicated to community efforts, the co-mentorship initiatives help bring in low pressure, supportive community
Personal Takeaways
Personal Takeaways
Early-Stage Product Sharpened My Product Thinking
Early-Stage Product Sharpened My Product Thinking
Working with an early-stage product pushed me beyond interface design into product thinking, translating ambiguity into clear direction and helping shape not just a feature, but the product's broader trajectory.
Working with an early-stage product pushed me beyond interface design into product thinking, translating ambiguity into clear direction and helping shape not just a feature, but the product's broader trajectory.
Undefined Roles Taught Me the Value of Stepping In
Undefined Roles Taught Me the Value of Stepping In
Early on, we struggled with fragmented coordination and unclear responsibilities. I felt a need to start voicing clarity for directions, helping to align priorities and create structure. What followed surprised me: others had felt the same hesitation, and once there was momentum, they stepped in too. We just needed somewhere to start.
Early on, we struggled with fragmented coordination and unclear responsibilities. I felt a need to start voicing clarity for directions, helping to align priorities and create structure. What followed surprised me: others had felt the same hesitation, and once there was momentum, they stepped in too. We just needed somewhere to start.
Client Testimonial
“I want to emphasize that the work presented by the team was of a highly professional level. Their research approach, methodological structure, the quality of the insights drawn from the interviews, as well as the clarity of the wireframes and the final proposal, far exceeded my expectations.
I was truly impressed by their ability to navigate a complex, sometimes uncomfortable topic, without a perfectly defined brief from the start a typical context in real UX mandates dealing with wicked problems while still producing something coherent, useful, and concrete. Their attitude and rigor deserve to be highlighted.”
“I want to emphasize that the work presented by the team was of a highly professional level. Their research approach, methodological structure, the quality of the insights drawn from the interviews, as well as the clarity of the wireframes and the final proposal, far exceeded my expectations.
I was truly impressed by their ability to navigate a complex, sometimes uncomfortable topic, without a perfectly defined brief from the start a typical context in real UX mandates dealing with wicked problems while still producing something coherent, useful, and concrete. Their attitude and rigor deserve to be highlighted.”
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Crafted with creativity and passion. Let’s stay connected reach out anytime!
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Crafted with creativity and passion. Let’s stay connected reach out anytime!
Copyright © Tala Bahadori 2025
Stay connected®
Crafted with creativity and passion. Let’s stay connected reach out anytime!