Mindmax
Learning through dialogue
Vision, brand and user experience for an AI-native, audio-first learning platform
MindMax is an AI-native learning app that uses natural conversation between AI tutors and a student sidekick to create a vivid, personalised learning experience.
We partnered with founders Ed and Daniel to shape the early concept into a coherent first release. Our work focused on defining the product’s foundation, its voice and the core dynamics of the learning experience.
Our impact
- Defined the brand and core product experience
- Shaped investor materials and product strategy
- Explored and prototyped interaction models for audio-first learning
- Defined the dynamics between tutor, sidekick and learner
- Designed AI native tools that let learners steer their sessions through prompts
How Mindmax found its voice
Ed and Daniel had already built a hugely successful learning platform with Memrise, but they recognised early how AI could open up forms of learning the industry had never been able to offer. Their initial concept for MindMax centred on lessons generated on the fly and delivered by AI tutors modelled on notable experts in their field. At that stage the experience relied on traditional, text-based chat.
The turning point came when we moved the product towards voice as the primary mode of engagement. This created a more personal, visceral learning experience, one that encouraged curiosity and spontaneity through natural dialogue. Instead of relying on rote memorisation or scripted content, learners could build understanding through genuine conversation.
Designing for this kind of multimodal, AI-native experience brought many interesting challenges. Much of the interface is generated dynamically, and the interaction has to feel coherent moment to moment. But this is the work we enjoy most: shaping early concepts into products that explore the frontier of what is now possible.
