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Potentia App 2.0





The Potentia mobile and desktop app experiences are designed to help users set goals and uncover their strengths through a positive mindset. In partnership with the U.S. Department of Veteran Affairs, we recently revamped the Potentia app to create a personalized experience through hands-on activities, while encouraging and guiding users to practice what they learn in the real world.


As Head of Design and Product at Potentia, I have had the pleasure of leading and directing our small multi-disciplinary team through research, design, development, product launch, and continued product vision and customer support. Our team strives for continuous development, usability research, and feature iteration in order to ensure the longevity and success of the product and customer experience.

the challengE

Our team was faced with the challenge of reinventing the Potentia 1.0 product to be a personalized, educational experience, which focuses on sensitive and delicate subject matter. We tackled this challenge by creating a comforting and conversational environment, where users can learn through engaging and hands-on activities. The Potentia experience injects playfulness and game design techniques that allow users to practice what they learn both inside and outside of the app experience.

THE Design ProcesS

Interviews and Veteran Design Partners

None of us on the team were veterans, therefore we strategically decided to begin the research process by attending veteran events, meeting and interviewing veterans. Our team found it extremely helpful to get to know veterans on a personal level, to uncover their personal goals and what motivates them. After each interview, the team would synthesize the major findings and put them onto an affinity spreadsheet.

Through our research and outreach, our team recruited 20 veterans to be design partners. While designing and building this application and experience, the Potentia team wanted to connect with veterans who were interested in providing ongoing design feedback. Design partner feedback was extremely valuable and crucial in helping to shape the final experience of the application. The Potentia team aimed to create a meaningful experience that considers and caters to Veteran needs.

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Personas and Experience Journey Mapping 

We spoke with over 100 individual veterans in order to fully understand who we were designing for. Out of a wealth of data, interviews, and notes, we created 3 personas. We grouped the users by motivators and desires, rather than demographics. We also grouped personas by personal goals in order to build empathy. Customer journey mapping assisted in sorting out common steps users take in the experience as well as their touchpoint and emotions.

Prototyping, validation, and iteration 

We presented low-fidelity and high-fidelity wireframes to our veteran design partners, the end users. For each user, we walked through the prototypes based on their goals and needs. After collecting and synthesizing user feedback, we balanced product iterations and new features based on user feedback, the product vision, and engineering constraints. 

Flow Model 

Once we collected enough data, our team drew user flows to understand the veterans we were designing for, their goals and motivators, and to identify the best path to success for the design of our e-learning platform. This process helped the entire team to gain a better understanding of the user’s pain points, needs, and, journey. 

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Visual desirability 

Along with usability testing, our team conducted visual desirability research in order to understand what visuals were most welcoming and desirable for our users. The Potentia team used Microsoft’s Visual Desirability Tool Kit. This research approach helped us to gauge users’ responses to the aesthetic qualities of the application.


The Impact

Potentia App 2.0 launched in August on 2018. A month after launch, the team noticed a 52% increase in daily user engagement. Carefully designed reengagement loops help to bring users back into the system to quickly practice their daily habits, continue coursework, and engage in gamification features.


The APP Experience

The Potentia 2.0 App is a comfortable and conversational experience, allowing users to learn how to set goals, uncover strengths, and achieve a positive mindset. The Potentia team is encouraged by positive user feedback and strong user engagement. We are continuing to iterate and evolve based on data, user feedback, and goals of the U.S. Department of Veteran Affairs.

Meet you full potential anytime, anywhere.

Download the Potentia mobile app or visit the website to get started!