Mindo
Brand Strategy and Identity, Illustration, UI, Motion Design
The challenge
Kids don’t quit because they “don’t like learning.”
They quit because the experience feels confusing, cold, or too hard too fast.
Mindo needed an experience that could:
keep kids motivated long enough to finish a mission
make mistakes feel safe (so they don’t rage quit)
stay consistent across screens, prompts, and rewards
still feel fun, warm, and easy to understand
The strategy
We designed how Mindo feels, not just how it looks.
That meant building an experience system that keeps the product consistent even as lessons, subjects, and levels expand:
a kid-friendly voice (simple words, warm feedback)
a full feedback flow (what Mindo says when a kid gets it right/wrong)
clear “earned progress” moments.
onboarding that reduces confusion and gets kids to their first win fast
The goal: less friction, more momentum.
