I turn complex problems into clear, usable experiences.
UX Designer specializing in research, information architecture, and iterative testing.
Hi, I’m Mehdi, I help teams turn complex challenges into intuitive digital experiences by uncovering user insights, structuring information clearly, and validating solutions with real people. If Desjardins values clarity, thoughtful problem-solving, and evidence-based design, we’ll work very well together.
Problem-Solving
Transforming ambiguous challenges into structured, actionable UX problems.
UX Strategy
Aligning user needs with business goals to guide product decisions effectively.
User Research
Planning and conducting interviews, usability tests, and analysis to reveal real behaviors and motivations.
Prototyping & Testing
Designing low- to mid-fidelity prototypes and iterating based on user feedback to ensure clarity and usability.
ProAction Entrepreneur
A mental health platform designed to reduce barriers for entrepreneurs seeking support
Project Summary
Entrepreneurs often struggle with burnout, isolation, and time pressure, yet few resources exist to support them before they reach crisis. Our mandate, as the UX team for ProAction, was to redesign the experience so users could clearly understand their options, access support quickly, and feel safe engaging with the organization. This case study walks through our complete UX process, following Double Diamond : from research, insights, and opportunity areas to ideation, solution modeling, and validation.
My role
I contributed as a UX designer and researcher. My responsibilities included:
- Supporting problem definition
- Conducting and synthesizing user research
- Mapping insights and defining opportunity areas
- Contributing to ideation workshops (Crazy 8s, brainstorming)
- Modeling early solution concepts, IA, and wireframes
- Designing and observing usability testing sessions
- Iterating based on user feedback
I worked collaboratively with my team but also contributed my own independent analysis and design decisions.
Mandate
“Guide users toward clear engagement paths, programs, support, community, or partnerships, while helping entrepreneurs feel understood and supported.”
This required addressing:
A confusing information structure
Low trust and privacy concerns
Lack of immediate support
Unclear differentiation between services
Problem statement
There is a significant gap between awareness of mental-health challenges among entrepreneurs and their ability to access early, preventative support. Users feel isolated, overwhelmed, and unsure where to begin, often abandoning the experience before finding help.
- No clear “support” pathway
- Overlapping categories
- Hidden or fragmented CTAs
- High cognitive load
- Lack of trust-building elements
Target Users
Our primary users are entrepreneurs aged 20–50, working in fast-paced environments, facing high mental load and limited time. Through surveys and research, we learned that:
72%
experience mental-health challenges
60%
avoid help due to stigma
52%
avoid help due to lack of time
57%
highly sensitive to privacy
Design Goal
Design a simple, trustworthy, easy-to-navigate experience that gives entrepreneurs immediate access to support while clearly explaining ProAction's value. To achieve this, we focused on three outcomes:
- Reduce friction 3-click access to support
- Improve clarity Simplified structure & support hub
- Increase trust Anonymous options, privacy-first
Our Impact
“I was highly impressed with the rigor and thoughtful methodology used to develop the website solution. The delivery is incredibly helpful and insightful, providing many actionable areas. Your work complements and consolidates the previous research I had conducted, while also introducing valuable new elements. I am very happy with the outcome and output of your work—bravo.“
— Édouard, ProAction Entrepreneur
In short, here's what our work achieved:
Revealed key usability and comprehension issues through interviews and testing.
Identified major gaps in information architecture, enabling clearer structuring.
Designed more intuitive flows to reduce friction for entrepreneurs.
Validated proposed solutions with real users to align with ProAction's mission.
Research
To understand how entrepreneurs experience stress, burnout, and barriers to seeking help, we conducted a combination of primary, secondary, and assumption-based research. Our goal was to reduce uncertainty, validate client assumptions, and identify unmet user needs early in the Double Diamond.
Our research approach focused on revealing:
What prevents entrepreneurs from seeking mental-health support
Research Methods & Why We Used Them
Client Kickoff Interview
Aligning with stakeholder goals
What we did :
Interviewed ProAction’s founder to understand organizational goals, constraints, and expectations.
Why :
The course emphasizes that UX designers must work “for them, with them.” Understanding the client’s mental model ensured our solutions aligned with their mission and business model.
“Working collaboratively with stakeholders ensures our design serves both user needs and business goals.”
Secondary Research
Grounding the project in evidence
What we did :
We reviewed academic studies, market reports, and recent surveys on entrepreneur mental health and support-seeking behavior.
Why :
To understand the broader problem space, validate patterns at scale, and ground the project in existing evidence before collecting primary data.
Key sources included:
- Freeman et al., 2015–2019
- Silver Lining Survey, 2023
- Li & Wang, 2023
Assumption Mapping
Uncovering team biases
What we did :
Why :
To uncover our team’s biases, align on uncertainties, and prepare targeted research questions.
Critical hypotheses identified:
- Trust/privacy issues
- Button labeling confusion
- Fear of judgment
- Low time availability
- Unclear navigation
Primary Research
53 responses
What we did :
Shared a structured survey targeting entrepreneurs aged 20–50 across various industries.
Why :
Entrepreneurs are difficult to recruit for long interviews. A survey allowed us to gather statistically meaningful insights quickly and identify behavioral patterns worth exploring further.
what we learned
72%
experience mental-health challenges
60%
avoid due to stigma
85%
prefer quick support
8%
use community
Key Research Findings
We synthesized patterns across all research methods to identify critical themes that would drive our design decisions.
Theme 1 — Support Must Be Fast and Low-Effort
Entrepreneurs will not engage with support solutions that require long onboarding, multiple steps, or excessive reading.
Theme 2 — Privacy and Trust Drive Participation
Stigma and fear of judgment significantly reduce help-seeking behavior.
Evidence:
Theme 3 — Current Community Models Do Not Serve Entrepreneurs
Entrepreneurs want support from peers, but in a safe, anonymous, low-pressure context.
Evidence:
Theme 4 — The Current Navigation is Confusing
Users cannot distinguish between "Services," "Get Support," or "Community," which blocks conversion.
Evidence:
Theme 5 — Preventative Support is the Biggest Unmet Opportunity
Entrepreneurs often wait until crisis to seek help.
ProAction can differentiate itself by offering early, preventative, frictionless support.
Meet the User | Persona
Sofia
32, Entrepreneur
Overwhelmed but High-Performing
Why she matters: Sofia’s mental model directly shaped our navigation, copy tone, and prioritization of immediate support pathways.
Goals
Maintain productivity
Avoid burnout
Get help quickly without stigma
Frustrations
Feels she must handle everything alone
No time for long processes
Doesn’t trust most wellness platforms
Doesn’t want to appear vulnerable
Needs
Anonymous, judgment-free support
Clear, simple pathways
Education she can consume in short bursts
Ideation Process
To transition from research insights to actionable solutions, we used a combination of rapid ideation techniques that encouraged creativity, divergence, and collaborative thinking. Our goal was to explore a wide range of possibilities before converging on the most impactful ones for entrepreneurs.
Methods We Used
Brainstorming Session
Expanding the solution space
We began with a fast-paced brainstorming exercise to expand the solution space and encourage bold, judgment-free thinking. This helped us surface initial concepts tied to speed, privacy, community, and emotional regulation.
Crazy 8s Workshop
Rapid iteration & divergent thinking
We followed up with a Crazy 8s activity to force rapid iteration and prevent us from settling on predictable solutions.
- Quick support tools
- Anonymous community participation
- Educational micro-content
- Emotional check-ins
- Stress-reduction mechanisms
Affinity Clustering
Pattern identification & categorization
After collecting sketches and ideas, we organized them into themes to identify patterns and categorize opportunities based on user needs revealed in research.
Impact vs Effort Prioritization
Strategic decision-making
Finally, we evaluated each idea using an Impact/Effort matrix to determine which concepts could most effectively improve the user journey while remaining realistic for the organization. This helped us focus on high-impact initiatives relevant to ProAction’s goals and limited resources.
Emerging Themes
Quick Support
Tools designed for entrepreneurs who need immediate, low-effort relief.
Examples:
Community Cultivation
Anonymized and low-pressure peer support spaces to reduce stigma.
Examples:
Educational Content
Short, self-paced resources to help users better understand stress, burnout, and self-care.
Examples:
Clinical Support
Clear access points for users seeking professional guidance.
Examples:
Prioritization Outcome
From the impact–effort matrix, the following ideas were identified as high-impact and feasible, making them central to the final solution:
Quick access to support
Anonymous community
Micro-interventions (<15 min)
Privacy-first messaging
A simplified Programs Hub
These ideas directly address the most pressing user needs:
Lack of clarity
Time poverty
Privacy concerns
Emotional overwhelm
This prioritization guided the structure of the platform and the wireframes in the next phase.
Solution Modeling
Based on our opportunity areas and prioritized concepts, we began modeling how entrepreneurs would navigate ProAction’s support ecosystem. The goal was to reduce friction, clarify pathways, and ensure users could find support in three clicks or less, even with limited time and high stress.
What We Modeled
Information Architecture (IA)
Simplified Sitemap
User Flows for Key Actions
Low-Fidelity Wireframes
This phase allowed us to translate abstract ideas into a concrete, testable experience.
Information Architecture (IA)
In this first version of the solution, we structured the experience into four clear pillars that reflect the main intentions we identified in our research. The goal was to make it easier for entrepreneurs to understand where to go depending on what they need, and to avoid overwhelming them with too many choices on a single page.
Get Support
Quick access to emotional support, micro-interventions, and guidance.
Community
A safe, optional, and anonymous peer space.
Programs & Education
Workshops, learning pathways, conferences, and structured programs.
About & Partnerships
Organization information, credibility signals, services, and impact.
This structure reduces ambiguity and reflects how entrepreneurs mentally categorize support options.
Information Architecture (IA)
In this first version of the solution, we structured the experience into four clear pillars that reflect the main intentions we identified in our research. The goal was to make it easier for entrepreneurs to understand where to go depending on what they need, and to avoid overwhelming them with too many choices on a single page.
Get Support
Quick access to emotional support, micro-interventions, and guidance.
Community
A safe, optional, and anonymous peer space.
Programs & Education
Workshops, learning pathways, conferences, and structured programs.
About & Partnerships
Organization information, credibility signals, services, and impact.
This structure reduces ambiguity and reflects how entrepreneurs mentally categorize support options.
Sitemap
To clarify how users would navigate this first version of the solution, we created a simplified sitemap that organizes the experience around clear, purpose-driven pathways. Each section reflects a specific user intention, helping entrepreneurs quickly understand where to go depending on the type of support or information they need. This sitemap also served as the foundation for our user flows and early wireframes, ensuring consistency across the entire experience.
Low-Fidelity Wireframes
We created low-fidelity wireframes to test the IA early, establish hierarchy, validate support pathways, keep iteration inexpensive, and decrease cognitive load in testing sessions.
Key Decisions Visible in Wireframes
Clear prioritization of "Get Support Now"
The CTA is visually strong and always accessible.
Reduced Page Clutter
We grouped related actions instead of scattering them, reducing cognitive overload.
Support Hub Structure
Immediate support, guidance, community, and programs—all accessible within the same screen.
Privacy-first Microcopy
Intentional language: "Anonymous option available," "Private & confidential," "No login required to start."
Community Page Improvements
Highlighted benefits, safe-entry explanations, and clear membership tiers.
Why This Model Works
This solution model supports the user by:
Providing a visual hierarchy that reduces anxiety
Reinforcing trust through tone and transparency
Ensuring time-poor users get value in under 15 minutes
Offering clear pathways instead of fragmented ones
Allowing users to engage at their own pace
Preparing the structure for testing and iteration
This early modeling was crucial for running meaningful usability tests.
Usability Testing
What worked
- Clear value proposition on the homepage
- Educational content easy to navigate
- Supportive tone and visual language (friendly, calm, safe)
- Events section intuitive with easy filtering
“I finally feel like there’s a platform that understands my needs as a founder.”
What Didn't Work
- Support Pathways Were Confusing
- Community Value Was Unclear, CTA Was Hidden
- ‘Get Support’ vs ‘Services’ Looked the Same
- Changemaker Section Was Extremely Hard to Find
“The information is great, but I need to get to the point faster.”
Iterations
Our final deliverables transformed ProAction’s platform into a clear, trustworthy, and accessible mental health resource for entrepreneurs. Here are the key design outcomes we implemented:
Reorganized Information Architecture
Four user-centered pillars
We restructured the entire site into four clear, purpose-driven categories that match how entrepreneurs mentally categorize support options.
- Get Support — immediate help & guidance
- Community — safe, anonymous peer spaces
- Programs & Education — structured learning
- About & Partnerships — credibility & impact
Centralized Support Hub
Clear and fast access to help
Created a single, intuitive landing page where users can quickly choose their support pathway without confusion or overwhelm.
- Immediate support options front and center
- Visual hierarchy guides users to best fit
- Reduced cognitive load during distress
3-Click Access Pathway
Immediate support in seconds
Designed a streamlined journey that gets time-poor entrepreneurs from homepage to support in just three clicks, addressing their critical time constraints.
Clarified Navigation & Hierarchy
Clear labels, purposeful structure
Replaced vague, overlapping categories with specific, action-oriented labels that immediately communicate what users will find.
- Removed ambiguous category names
- Established consistent visual hierarchy
- Prioritized most critical pathways
Redesigned Community Page
Clearer value, safer entry
- Early, prominent CTA for engagement
- Anonymity options highlighted upfront
- Value proposition made explicit
Simplified Membership Structure
Clear distinctions and benefits
Clarified the differences between membership tiers and what each level provides, reducing confusion and decision paralysis.
- Tiered options with clear benefits
- Removed overlapping service descriptions
- Established transparent pricing structure
Micro-Intervention Tools
<15 minutes for busy founders
Designed quick-access support resources specifically for time-constrained entrepreneurs who need immediate relief without long commitments.
- Early, prominent CTA for engagement
- Anonymity options highlighted upfront
- Value proposition made explicit
Privacy-First Microcopy
Building trust at key touchpoints
Integrated reassuring, privacy-focused messaging throughout the experience to address stigma and build trust with vulnerable users.
- “Anonymous option available”
- “Private & confidential”
- “No login required to start”
Final Wireframes
These design solutions directly address the core pain points identified in our research: lack of clarity, time poverty, privacy concerns, and emotional overwhelm. By restructuring the information architecture, simplifying navigation, and integrating trust-building elements throughout the experience, we created a platform that feels accessible, safe, and genuinely supportive for entrepreneurs in need.
What I Learned
Key takeaways from this project that shaped my growth as a UX designer
Insights to Opportunities
I strengthened my ability to transform user insights into clear opportunity areas, improving the connection between research findings and design decisions.
Double Diamond
I learned how to structure a UX project using the Double Diamond, creating a clear and logical design narrative from discovery to delivery.
Prototyping & Testing
I improved my prototyping and usability testing skills, learning how to iterate effectively based on real user feedback.