Let’s Reflect
Taking an AI leadership coaching app from concept to MVP
Context
Let’s Reflect is an AI-driven leadership coaching app, built for a consultancy that runs leadership development programmes for business leaders. The app helps leaders reflect on how they actually behave at work, using recordings and analysis of their real meetings. I was brought in by a game-design agency &ranj as the UX expert on a cross-functional team: a client-side product owner, a product manager, a game designer, a visual designer, and front-end and back-end developers. I joined after the concept phase. Flows had been sketched, wireframes drafted, and an early prototype existed.
Problem
The concept had a clear structure, but it wasn't cohesive or ready for production. Several flows weren't resolved end to end, which left the developers with open questions about how the app should really behave. The visual direction was also still early. It hadn't yet been shaped into something that fit the client's brand and the purpose of the app. The risk was a product that looked like any other AI tool, when it needed to feel like a serious, personal space for leaders to reflect on their own behaviour.
Process
I was leading in the UX design and the design system. Starting from the existing sketches and wireframes, I finalised the full app flow: onboarding and an intake conversation with the AI coach, a hub and timeline for collected meetings, uploading and recording, AI analysis, deep dives and a goals overview. In parallel, I developed the visual designer's early direction into an on-brand style. We explored several directions and landed on a dark, abstract, monochrome blue identity aligned with the client's brand, including AI-generated abstract imagery. I built interactive prototypes so front-end development had an unambiguous handoff. The team worked agile, with daily standups, week starts and design/dev syncs. I also ran sessions with the product owner to walk through design decisions and explain the reasoning behind them.
Proposal
A complete mobile app flow with its own visual identity. Leaders start with onboarding and an intake conversation with the AI coach. A dashboard tracks their progress across development blocks. From there they can upload or record meetings, read the analysis, and go deeper into specific moments and goals. The design system underneath keeps every screen consistent and gave the developers one clear source to build from.
Result
The client got a polished, built MVP they could test directly with real leaders. It's a working product, not a concept deck, with a cohesive identity that sets it clearly apart from a generic AI tool. Because the flows and prototypes were fully resolved, the team could build with confidence and move straight into testing.
Lara is a strategic designer with a strong branding focus, who looks beyond functionality alone and is able to clearly explain the reasoning behind her design decisions. She brings a great deal of structure and cohesion to projects, making it easier for teams to iterate and collaborate with more clarity. What I find especially strong is that she combines design quality with clear communication, a strong sense of the client journey, and an understanding of the different interests within a project. She is also very easy to work with: clear about time, scope, and expectations, and highly organized in the way she works. To me, her value lies not only in what she designs, but also in the calm, direction, and consistency she brings to a team.
Wouter Krijger
CEO &ranj
