PeerX.AI
Methods & Outcomes
- Ethnographic research
- User interviews
- Behavioural science consultation
- Personas and usage scenarios
- Design goals and UI prototyping
- Strategic product repositioning
Team
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Can a digital platform make mental health more human?
Highlights
PeerX.AI is an AI-driven mental wellness platform designed to reduce stigma and foster emotional intelligence through private peer communities and expert support. To ensure the platform met the real needs of users, and was positioned for growth, PeerX.AI brought in DFFRNT to lead user research, design strategy, and behaviourally informed product development.
Through ethnographic research, interviews, and behavioural analysis, DFFRNT helped the team develop user personas, define design goals, and build an intuitive prototype. DFFRNT also guided a strategic pivot: repositioning PeerX.AI from a consumer-only tool to one that could be adopted by corporate wellness programs.
The Client
PeerX.AI was founded by Jefferson Roc after personal experience with the gaps in mental health support. His vision: a platform that uses AI to prompt action, personalize wellness journeys, and build a stigma-free mental health culture. Supported by Alberta Innovates and CTS Health, PeerX.AI aimed to deliver a clinical-grade experience that empowers users through emotionally intelligent design.
The Challenge
The mental health space is crowded but disjointed, split between self-help tools, corporate wellness programs, benefit providers, and telehealth services. PeerX.AI sought to unify this space by acting as a smart companion that connects users to tailored support.
However, to compete with major players and validate its model, the PeerX.AI team needed a better understanding of user behaviours, pain points, and design requirements. DFFRNT was brought on to develop a human-centred product grounded in behavioural science.
DFFRNTβs approach is all at once human and user centric. UX/UI is crucial to ensure the uptake in utilization while ensuring our value proposition is accurately conveyed with technology. They nailed it!
The Solution
DFFRNT led an immersive research and design discovery phase. The team conducted ethnographic studies and interviews to surface behavioural patterns and usage contexts. These insights were synthesized into design personas, usage scenarios, and interaction goals.
The design approach emphasized self-regulation, user agency, and social connection, critical to supporting mental wellness. The team also consulted experts in psychology and cognitive behavioural therapy to ensure the product aligned with clinical best practices.
DFFRNT delivered a prototype and design guidelines that lead users through the platform with clarity and compassion. They also provided strategic advice to reposition PeerX.AI toward corporate buyers, enabling broader adoption as part of workplace wellness programs.
The Outcome
The project resulted in a working prototype, three validated personas, and evidence-based design goals that now shape product development. Key outcomes include:
- A user interface that encourages action and emotional connection
- A support model that integrates expert and peer-led care
- A strategy shift toward organizational wellness offerings
PeerX.AI continues to refine its platform with usability testing and early adopter cohorts. The work with DFFRNT gave the team confidence in both their product vision and its scientific foundation.
Key Takeaways
- Behavioural research is essential when designing for mental wellness
- Emotional intelligence and self-agency must be central to product goals
- Personas and scenarios reveal opportunities to reduce stigma and prompt action
- Clinical input ensures credibility in health-related platforms
- Strategic pivots can open new pathways for adoption and scale
"They brought us a full design discovery experience. UX/UI is crucial to ensure uptake while conveying our value. They nailed it."
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