I'M.IT
I'M.IT
An app helping people build self-efficacy by taking small, meaningful steps outside their comfort zone.
An app helping people build self-efficacy by taking small, meaningful steps outside their comfort zone.
Tools
Figma, Canva
Timeline
12 Weeks (2025/2026)
Team
Solo
My Role
End to End UX/UI
Project Type
BA Final Major Project
“…how might I help people recognise and lean into everyday moments of discomfort, so that growth feels within reach?”
“…how might I help people recognise and lean into everyday moments of discomfort, so that growth feels within reach?”
Behavioural Assessment & Personalised Growth Plan
An onboarding assessment identifies where you're holding back across seven personal growth categories. Your results shape a personalised growth plan that reflects where you actually are, not where you think you should be. It can be edited at any time.
An onboarding assessment identifies where you're holding back across seven personal growth categories. Your results shape a personalised growth plan that reflects where you actually are, not where you think you should be. It can be edited at any time.
Approachable Micro-Challenges & Bookable Experiences
Daily mini challenges push you to act in small, low-stakes ways. A limited acceptance window creates a sense of scarcity resulting in greater commitment. If hesitant, the app intervenes with a nudge designed to lower the barrier, not eliminate it.
Bookable real-world experiences go further: from solo dining to improv classes, these are commitments ranging from an hour to a day taken on the user's own terms.
Together, they close the gap between wanting to change and actually doing something.
Daily micro-challenges push you to act in small, low-stakes ways. A limited acceptance window creates a sense of scarcity while keeping each challenge feel manageable enough to commit to. If hesitation kicks in, the app intervenes with a nudge designed to lower the barrier, not eliminate it.
Bookable real-world experiences go further: from solo dining to improv classes, these are commitments ranging from an hour to a full day taken on the user's own terms.
Together, they close the gap between wanting to change and actually doing something.
Reflection & Self-Belief Tracking
After each challenge, users reflect on what happened, not just what they did. This captures evidence for the mind: small proof that discomfort is survivable and that you're someone who shows up.
A visual growth tracker (a growing plant) makes progress tangible and gives users an additional reason to keep going.
After each challenge, users reflect on what happened, not just what they did. This captures evidence for the mind: small proof that discomfort is survivable and that you're someone who shows up.
A visual growth tracker (a growing plant) makes progress tangible and gives users an additional reason to keep going.
My Design Process
My Design Process
~6-8 min skim or deeper read
~6-8 min skim or deeper read
PRIMARY RESEARCH
Growth stops before discomfort is recognised
Growth stops before discomfort is recognised
Through interviews and online forum insights, one pattern stood out: people weren't overcoming discomfort, they were leaving before they'd even noticed it. When a trigger appeared, the process ended before they'd registered what they were feeling.
Mapped onto the comfort zone framework, this confirmed a precise design impact: the majority weren't failing at step two, three, or four. They were exiting at step one, the moment of recognition, before the reframing process could even begin.
Through interviews and online forum insights, one pattern stood out: people weren't overcoming discomfort, they were leaving before they'd even noticed it. When a trigger appeared, the process ended before they'd registered what they were feeling.
Mapped onto the comfort zone framework, this confirmed a precise design impact: the majority weren't failing at step two, three, or four. They were exiting at step one, the moment of recognition, before the reframing process could even begin.
ANALYSIS - 5 Key Findings
110+ datapoints, Affinity Mapping & 5 Key Themes Directly Implicating The Design
110+ datapoints, Affinity Mapping & 5 Key Themes Directly Implicating The Design
People Put Themselves In A Box & Fear Judgement
The app needs to help users separate their identity from actions before a challenge.
Timing & Mental Availability Matter
Energy levels should be respected. (E.g. weekends, evenings).
A Personal ''why'' Increases Action
The design needs to communicate a personal value and reflect progress back to the user.
Scarcity increases motivation
Time-sensitive prompts and limited windows can encourage action.
Small Steps Build Confidence
A gradual progression needs to be supported together with adjustable challenge levels.
People Put Themselves In A Box & Fear Judgement
The app needs to help users separate their identity from actions before a challenge.
Timing & Mental Availability Matter
Energy levels should be respected. (E.g. weekends, evenings).
A Personal ''why'' Increases Action
Energy levels should be respected. (E.g. weekends, evenings).
Scarcity increases motivation
Energy levels should be respected. (E.g. weekends, evenings).
Small Steps Build Confidence
Energy levels should be respected. (E.g. weekends, evenings).
USER PERSONAS
Different reasons, same pattern: not taking the step
Different reasons, same pattern: not taking the step
Two personas with two different blockers, but the same result: they both need support to step outside their comfort zone.
Two personas with two different blockers, but the same result: they both need support to step outside their comfort zone.
DESIGN SYSTEM
A Balance of Calm & Energetic
A Balance of Calm & Energetic
DESIGN LANGUAGE
Every visual element was chosen to mean something.
Every visual element was chosen to mean something.
The app's visual language is built around three interconnected symbols, each rooted in the core philosophy that growth is gradual, personal, and only visible in retrospect.
The app's visual language is built around three interconnected symbols, each rooted in the core philosophy that growth is gradual, personal, and only visible in retrospect.
The Bubble
The bubble represents the user's psychological and social comfort zone, the space where they feel secure. The goal is to expand it. MIT, the bubble character, acts as an empathetic visual companion during emotionally sensitive moments throughout the experience.
The bubble represents the user's psychological and social comfort zone, the space where they feel secure. The goal is to expand it. MIT, the bubble character, acts as an empathetic visual companion during emotionally sensitive moments throughout the experience.
The Plant
The plant responds and transforms as the user keeps challenging themselves. The iridescent quality was deliberate - growth rarely looks the same from the inside as it does from the outside, and reveals different qualities over time. The glassmorphism aesthetic makes it feel earned, not decorative.
USER TESTING & IMPROVEMENTS: 2 ROUNDS, 10 USERS
More Accessibility Options → Increased Inclusivity
The initial accessibility option weren't. inclusive enough. Disabilities fall along a spectrum.
Limited time to accept challenge wasn’t clear
Some users didn’t notice the countdown timer.
Users thought they only had 5 min to complete a challenge.
A choice of bookable activities was preferred
After testing 3 version users preferred the option to swipe through a selection of choices
Additionally a solid background → increased accessibility
Insufficient visual hierarchy of the journey overview
Poor labelling, No summary & a poor visual hierarchy.
→ overview failed to provide an overview & caused high cognitive load
Onboarding Flow Confusion
At first, users hit the free trial screen before creating an account. However, this felt premature, and any drop-off left no way to follow up.
Moving account creation to after the growth plan fixed both: users understood the value before being asked to sign up, and data was captured early enough to enable re-engagement. Show value, then ask for commitment.
USER TESTING - POSITIVES
80% of Participants Independently Stated They Would Use This App
80% of Participants Independently Stated They Would Use This App
Onboarding
Characters and transitional screens prompted spontaneous smiles and laughter.
Copy resonated strongly.
Explanatory answer options made behavioural questions easier to respond to.
Felt personalised and valuable.
Characters and transitional screens prompted spontaneous smiles and laughter.
Copy resonated strongly.
Explanatory answer options made behavioural questions easier to respond to.
Felt personalised and valuable.
Journey Section
Clear and accessible. Valued for both quick overview and deeper exploration.
Recent highlights and the plant-based level system generated curiosity and anticipation.
Clear and accessible. Valued for both quick overview and deeper exploration.
Recent highlights and the plant-based level system generated curiosity and anticipation.
Challenges & Reframing
The hesitation intervention made users feel less alone at exactly the right moment.
Post-challenge reflection helped users recognise what they'd achieved and reduced the tendency to dismiss their own progress.
The hesitation intervention made users feel less alone at exactly the right moment.
Post-challenge reflection helped users recognise what they'd achieved and reduced the tendency to dismiss their own progress.
PROTOTYPE
Let's connect, to build something great together!
Copyright
© 2026 Elisa Gruosso
All rights reserved
Contact
Become Friendly
Let's connect, to build something great together!
Copyright
© 2025 Elisa Gruosso All rights reserved
Contact
Become Friendly
Tools
Figma, Miro
Timeline
14 Weeks (2023)
Team
Solo
My Role
End to End UX /UI Process
Organisation
University Project
Tools
Figma, Miro
Timeline
14 Weeks (2023)
Team
Solo
My Role
End to End UX /UI Process
Organisation
University Project