Mothers already reflect at the end of the day, they mentally review, talk to their partners or journal late at night but these moments are fragmented and leave no lasting record. The app doesn’t need to teach users how to reflect, it needs to make capturing that reflection frictionless.

KEY INSIGHT 2

Evening is a precious window; let it stay open.

The most often answer to the question "How many hours do you spend for yourself in the evening?" was 1-2 hours with passive consumption (phone, TV). Any journaling interaction that takes more than a few minutes can be abandoned. This was directly reflected in the multi-modal input design, is a 10-second-voice note should be valid a-500-word entry.

KEY INSIGHT 3

Mothers feel emotionally charged by self-reflection

The questions about emotional sharing and self-observation revealed that many mothers believe they have put parts of themselves away since becoming parents. A journaling app for this audience is not a productivity tool; rather, it is a permission slip to remember who they are outside of motherhood. This realization solidified Momii's warm, feminine visual direction as an unavoidable design requirement.

Competitive Landscape

Notable apps in the journaling space reviewed during discovery: Day One, Daylio, Journey, ..

COMPETITIVE GAP

Most apps today are either text heavy (driving away casual users) or mood tracker light (too shallow for deep reflection). No one combined a warm aesthetic, multi-modal input and playful content discovery (swipe/scroll/calendar) into one cohesive experience.

Problem Statement

Build a journaling habit often stop journaling not due to lack of motivation but because the medium itself creates friction. Blank text editors feel clinical, physical journals are easy to forget, and existing apps don’t make the experience feel personal or rewarding.

PROBLEM 1

Blank-page

Users don't know how or where to start a journal entry, especially on low-energy days.

PROBLEM 2

Text-only input is limiting

Real memories include sound, images, and emotion that plain text cannot fully capture.

PROBLEM 3

Passive storage, not active memory — most apps store entries but don't make it easy or delightful to revisit them.

Design Challenge

How Might We?

How might we make it easier to start a journal entry so that users feel invited to capture a memory or feelings in 30 seconds or less, no matter their mood or energy level ?

SOLUTION DIRECTION

Simplifying diary writing

Momii was designed around a single primary action: writing a diary entry; with discovery and retrieval as secondary but equally important surface areas.

FINAL & Outcome

Explore & Review

Pre-made card templates serve as the main CTA, designated to inspire users to create their own diaries. Every card is every slice of life.

Write a diary

A diary is designed to enable users to create ease of creation and ease of view. The design prioritizes simplicity and accessibility, making the diary a convenient tool for capturing thoughts, memories, and reflections anytime with minimal effort.

Wrap memories

A diary is designed to enable users to create ease of creation and ease of view. The design prioritizes simplicity and accessibility, making the diary a convenient tool for capturing thoughts, memories, and reflections anytime with minimal effort.

Delivery Outcomes

I delivered Momii Phase 1 with its core features completed. The outcomes below highlight the key milestones achieved during the design validation and delivery stages. These milestones demonstrate the thorough testing and iterative improvements made to ensure the product met its objectives and was ready for the next stages of development.

20

Core User Flows

fully designed & documented

98+

Screens Delivered

hi-fi, dev-ready

41

Components Built

in design system

What I learned from this project

Learn from product thinking

The hardest part wasn't the design. It was the moment I realized my hypothesis was wrong. Midway through, I had to stop, step back, and redefine what I was actually solving for. That kind of pause is uncomfortable, it feels like losing ground. But it turned out to be the most valuable part of the process.

Rewriting a hypothesis isn't failure. It's just the work being honest with you. Debriefing the project after, I could see the pattern clearly: every time I got stuck, I was holding onto an assumption too tightly. The unblocking always came from letting it go and asking the question differently.

What this project taught me most is that product thinking isn't a straight line. It gets challenged, stretched, sometimes dismantled. And I think that's the point; It's not to arrive at a perfect answer, but to get sharper at finding better ones.

What this project taught me most is that product thinking isn't a straight line. It gets challenged, stretched, sometimes dismantled. And I think that's the point; It's not to arrive at a perfect answer, but to get sharper at finding better ones.

Reflect myself from a habit formation solution

I didn't expect this project to make me reflect on myself this much. Designing for soft mental health means designing for the quiet, the feelings people haven't figured out yet, including me. So the question shifted: how do you build a habit when the motivation has to come from inside, not from a streak counter or someone watching?

The answer I kept coming back to: start smaller than you think. Make the feeling shapable. Let the step be so small it almost doesn't count — until one day, it does.

Special Thanks

Kas Care Team

Every project is every experiment journey for me.
Meet and learn from people and lessons

Thanks for reaching to the end

You still curious more?

Thanks for reaching to the end

You still curious more?

@ 2026 Designed by Rimi Phan

@ 2026 Designed by Rimi Phan

@ 2026 Designed by Rimi Phan