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Focus Pilot


Attention deficit disorder is a neurodevelopment condition marked by inattention, hyperactivity, and impulsivity. ADHD in adults is estimated to have a prevalence of 2.5%, characterised by an ongoing and impactful pattern of inattention, hyperactivity, and impulsivity that substantially impairs various life domains.

Individuals with ADHD often experience difficulties with executive functions, behavioural and emotional regulation, and motivation.


Individuals with ADHD frequently face stereotypes, being labelled as lazy, troublesome, or aggressive, or are seen as having behavioural or special needs issues rather than a mental health condition that necessitates support.

The Design Process

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The Empathize phase, the first step in design thinking, involves understanding the user's emotions, motivations, and challenges through interviews, observations, and surveys. It aims to gain deep insights into their experiences to inform user-centered solutions.

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In the Define phase of the project, user personas, empathy maps, and customer journey scenarios were synthesised to capture the unique needs of different users, including students, parents, and full-time workers with ADHD. Narrative scenarios and storyboards revealed key pain points like procrastination, prioritisation difficulties, and guilt. Customer journey maps highlighted emotional touchpoints, emphasising the importance of integrating a productivity tool that effectively addresses focus challenges and helps users achieve their goals. This phase provided a clear understanding of user motivations and challenges, forming the basis for tailored solutions.


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In my project, the ideate phase involved an intensive brainstorming session where diverse solutions were generated to meet the specific needs outlined in user stories. Potential features like Easy Start, Task Funnel, and Focus Mode be reviewed, using criteria checklists and tables to prioritise those that would most effectively support task management and mindfulness. The user personas and competitive analysis guided the filtering process, ensuring the solutions aligned with the unique challenges of ADHD-friendly productivity strategies while offering a distinctive edge over existing market alternatives. This process refined the concepts into a cohesive set of features for prototyping and further testing.

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