An everyday digital helper for people living with dementia

Goldacare is a small start-up with big plans. With an app, the company wants to make care easier for relatives of people with dementia by offering activities such as daily routines and physiotherapy that are tailored to the needs of dementia patients. My tasks include contributing to strategic decisions and developing the company's visual identity.

We are in the early stages of the company. When I first heard about the company's founders Tim and Inna and their funding partner Rox Health (from the pharmaceutical company Roche), their vision and mission were clear. The company did not have a clear direction. As part of the strategic decision-making process, I helped develop the visual identity. After creating a design system, we focused on prioritizing features and developing an MVP prototype to be used in user interviews.



positive user feedback in user interviews


1-10 Employees
    Visuelle Identität
    Design System
    MVP User Experience
    MVP User Interface
    Adobe XD
2021 - 2022
Website Link

User Research & Features

The solution

In the first conversations with Tim and Inna, I quickly realized that Goldacare needed a clear direction and more structure in product development. Therefore, we first defined our common goals: 1) a strategic approach, 2) precise feature planning, 3) a compelling visual identity, and 4) working prototypes to test with the target audience. We achieved these goals in the following three steps.

Clustering of the potential features

Clustering of the potential features

User Research & Features

After familiarizing ourselves with the existing material (user research, buyer persona, dementia guidelines), we defined the project structure and decided on an decided on an agile approach in sprints. In addition, we defined the requirements engineering to define the requirements for the product, the backlog with detailed feature descriptions (user stories, acceptance criteria and stories, acceptance criteria, and delimitations) and prioritized the tickets.

Visual Identity & Design System

Design System

Once the features had been worked out and prioritized, the next step was to create a visual identity and a uniform design. Particularly important in this step? Creating recognition and appreciation with a consistent design and communicating the "brand values". From font & scaling to color selection to spacing and clear guidelines for content.

Auszug aus dem Design System, Kapitel Farben
Auszug aus dem Design System, Kapitel Farben


A fundamental issue for Goldacare is accessibility. The app must be designed so that a 50+ target group can find their way around. We took this into account, especially in the app interface's font size, color contrasts, and intuitive usability. We made sure that we met all the European DIN standards and Web Content Accessibility Guidelines (WCAG) requirements.

Minimum Viable Product UX & UI


In the second sprint, we then developed a functional product. The Minimum Viable Product (MVP) is based on user feedback. It is then gradually developed into the "final" product through constant iterations and improvements. The challenge: The product should be minimal but already offer real help. "Minimum Lovable Product" instead of just "Minimum Viable Product"!

Scalable content

For Goldacare, the MVP is a scalable content platform. After a quick onboarding via questionnaire, users can search for specific advice articles and find suitable activities for dementia patients at different stages. This focus allows Goldacare to expand the offering flexibly via additional articles and activities. In addition, features such as an (asynchronous) chat function with medical experts and physiotherapists.

Interviews & Results

Check alignment

The last step was to get feedback from the target group. Inna and Tim conducted interviews with relatives of dementia patients and therapists and presented the prototype. The goal? To review Goldacare's direction and gather insights that can be used to fine-tune the app. Here are some of the customer testimonials collected:

This app is a nice idea and can help relatives to experience nice moments with the affected person again.

Feedback from Alzheimer relatives

I think it makes a lot of sense because you can also help the caregiver understand and accept the situation.

Feedback from Alzheimer relatives

Finally, an app for family members as well! This is a huge gap. Relatives carry a lot of burden and you don't see them.

Feedback from Alzheimer relatives

I personally like the idea very much to structure everyday life without making appointment stress.

Feedback physiotherapist

I like the clear color scheme, the clear and always recognizable structure and the emotionally so beautiful and positive photos and videos.

Feedback physiotherapist

The layout and design appeals to me. Bright, friendly and the pictures create feelings of happiness.

Feedback physiotherapist


Goldacare has enormous potential to make dementia as a disease more understandable and options for therapy more accessible. At the same time, the start-up faces considerable challenges. They have to create an offering that adapts to two levels. On the vertical level is the adaptation of the app to the personality. On the horizontal level is the course of the disease. Both levels demand the highest level of individuality.

I am looking forward to accompanying the start-up in their further steps.