Miimo AI
Miimo AI
Miimo AI
Crafting an interactive coding game for kids, taking it from 0 → 1 to foster logical thinking and creativity.
Crafting an interactive coding game for kids, taking it from 0 → 1 to foster logical thinking and creativity.
Role
Role
Founding UX/UI Designer
Founding UX/UI Designer
Project Industry
Project Industry
Education Technology
Education Technology
Platform
Platform
Tablet Application
Tablet Application
(iOS and Android)
(iOS and Android)
Timeframe
Timeframe
April to August 2021
April to August 2021
Working Team
Working Team
2 UX/UI Designers
2 UX/UI Designers
1 UX Researcher
1 UX Researcher
Tools
Tools
Visit Website
TL;DR
TL;DR
•
•
Took a raw idea from 0 → 1 (MVP) in 4 months and handed off a development-ready kit
Took a raw idea from 0 → 1 (MVP) in 4 months and handed off a development-ready kit
•
•
Built a scalable learning experience for kids and a parental control dashboard that builds trust
Built a scalable learning experience for kids and a parental control dashboard that builds trust
•
•
⭐️ App Store 4.8 | ⭐️ Play Store 4.8 | 📥 Total 10k+ downloads | 🇮🇩 Expanded to Indonesia
⭐️ App Store 4.8 | ⭐️ Play Store 4.8 | 📥 Total 10k+ downloads | 🇮🇩 Expanded to Indonesia
⭐️ App Store 4.8 | ⭐️ Play Store 4.8 | 📥 Total 10k+ downloads | 🇮🇩 Expanded to Indonesia
•
App Store 4.8
|
Play Store 4.8
|
Total 10k+ downloads
|
Expanded to Indonesia
This game is a great learning tool for kids. The story keeps them engaged and interested.
It doesn’t feel like a burden for them to learn a new skill via Miimo.
This game is a great learning tool for kids. The story keeps them engaged and interested. It doesn’t feel like a burden for them to learn a new skill via Miimo.
This game is a great learning tool for kids. The story keeps them engaged and interested. It doesn’t feel like a burden for them to learn a new skill via Miimo.
— Parent Review
— Parent Review
Problem and Context
Problem and Context
Modern coding education in Thailand is costly and hard to access for young children. Parents want screen time that counts as learning, and they need visibility and control, while children ages 4 to 10 learn best through play, short tasks, and clear feedback rather than long text or complex menus.
Modern coding education in Thailand is costly and hard to access for young children. Parents want screen time that counts as learning, and they need visibility and control, while children ages 4 to 10 learn best through play, short tasks, and clear feedback rather than long text or complex menus.
Miimo teaches with block-based coding that scales by concept difficulty, so kids snap visual blocks together like a puzzle to build sequences and basic logic.
Miimo teaches with block-based coding that scales by concept difficulty, so kids snap visual blocks together like a puzzle to build sequences and basic logic.
Audiences
Audiences
•
•
Kids → Age 4 to 10
Kids → Age 4 to 10
•
•
Parents → Pay, supervise, and judge value
Parents → Pay, supervise, and judge value
Constraints
Constraints
•
•
Early-Childhood Needs → Short attention spans, limited literacy, small hands with limited motor precision
Early-Childhood Needs → Short attention spans, limited literacy, small hands with limited motor precision
•
•
Safety and trust → Parent gating, gentle recovery, no dark patterns, minimal data
Safety and trust → Parent gating, gentle recovery, no dark patterns, minimal data
0 → 1 Strategy
0 → 1 Strategy
In 2021, an early-stage startup asked us to define and validate Thailand’s first coding game for kids. Our team framed a 0 → 1 path with a simple focus: turn play into a repeatable learning cycle that teaches coding logic and translates progress into data parents can trust.
In 2021, an early-stage startup asked us to define and validate Thailand’s first coding game for kids. Our team framed a 0 → 1 path with a simple focus: turn play into a repeatable learning cycle that teaches coding logic and translates progress into data parents can trust.
We designed a play-to-learn game where children practice coding to build logical thinking and creativity through short levels with Miimo, a friendly virtual pet that offers hints to reduce struggle. Content is organized as islands. We began with Coding Island and set the model so additional subjects, such as Math and English, can be added over time.
We designed a play-to-learn game where children practice coding to build logical thinking and creativity through short levels with Miimo, a friendly virtual pet that offers hints to reduce struggle. Content is organized as islands. We began with Coding Island and set the model so additional subjects, such as Math and English, can be added over time.
We chose to compete on clarity and trust over feature breadth. The MVP (minimum viable product) focused on one coherent play-to-learn mechanism that a small team could ship and scale.
We chose to compete on clarity and trust over feature breadth. The MVP (minimum viable product) focused on one coherent play-to-learn mechanism that a small team could ship and scale.
How Might We
How Might We
•
•
How might we turn play into repeatable practice that builds coding logic?
How might we turn play into repeatable practice that builds coding logic?
•
•
How might we give parents clear progress data in under 1 minute?
How might we give parents clear progress data in under 1 minute?
•
•
How might we ship a lean MVP that scales to new subjects over time at low cost?
How might we ship a lean MVP that scales to new subjects over time at low cost?
Goals and Success Criteria
Goals and Success Criteria
Miimo is positioned as an accessible learning space that promotes equal educational access, brings high-quality coding lessons to more children, and delivers long-term value at home.
Miimo is positioned as an accessible learning space that promotes equal educational access, brings high-quality coding lessons to more children, and delivers long-term value at home.
Business Goals
Business Goals
Validate product market fit and a low-cost subscription. De-risk development with a testable MVP flow and a handoff-ready kit.
Validate product market fit and a low-cost subscription. De-risk development with a testable MVP flow and a handoff-ready kit.
User Goals
User Goals
Kids learn core logic through play. Parents see progress and time on task and can set expectations at home.
Kids learn core logic through play. Parents see progress and time on task and can set expectations at home.
Success Indicators
Success Indicators
Store ratings and early reviews, Day 1 and Day 7 re-engagement in prototype sessions, parent understanding of the dashboard and controls, and dev readiness via core flow and UI kit coverage.
Store ratings and early reviews, Day 1 and Day 7 re-engagement in prototype sessions, parent understanding of the dashboard and controls, and dev readiness via core flow and UI kit coverage.
Social Impact
Social Impact
Affordable bilingual coding access that widens reach without undue cost, builds computational thinking and creativity, bridges families who cannot afford specialist classes, and scales to new subjects through a reusable island framework.
Affordable bilingual coding access that widens reach without undue cost, builds computational thinking and creativity, bridges families who cannot afford specialist classes, and scales to new subjects through a reusable island framework.
Design Process Overview
Design Process Overview
Discovery
Discovery
→
→
UX Research
UX Research
→
→
Information Architecture
Information Architecture
→
Visual Design
→
Visual Design
→
→
Prototype
Prototype
→
→
Design Handoff
Design Handoff
We kicked off the project with design thinking workshops to align on business goals, key personas, competitive analysis, and feature prioritization. We grounded decisions with research, shaped the product with information architecture and flows, explored with wireframes, refined the visual system, validated with a clickable prototype, and packaged a handoff-ready kit for development.
We kicked off the project with design thinking workshops to align on business goals, key personas, competitive analysis, and feature prioritization. We grounded decisions with research, shaped the product with information architecture and flows, explored with wireframes, refined the visual system, validated with a clickable prototype, and packaged a handoff-ready kit for development.
Research Highlights
Research Highlights
Competitor Research
Competitor Research
Benchmarked coding apps and learning games in Thailand and abroad. Found a gap in clear bilingual experiences with a simple parent dashboard.
Benchmarked coding apps and learning games in Thailand and abroad. Found a gap in clear bilingual experiences with a simple parent dashboard.
Many apps assumed fluent reading and precise taps, offered little progress visibility for parents, and rarely included kid-friendly voiceovers.
Many apps assumed fluent reading and precise taps, offered little progress visibility for parents, and rarely included kid-friendly voiceovers.
Game Research
Reviewed mass-market games. Lifted daily bonus, soft currency, and home decoration patterns. Adapted only the game mechanics that match and motivate young learners.
We used the Octalysis Framework to pick kid-safe patterns and pair them with a block-based approach that rewards progress and sparks creation, making sequencing and simple logic easy to grasp without heavy reading.
Competitor Research
Benchmarked coding apps and learning games in Thailand and abroad. Found a gap in clear bilingual experiences with a simple parent dashboard.
Game Research
Reviewed mass market games. Lifted daily bonus, soft currency, and home decoration patterns. Adapted only the game mechanics that match and motivate young learners.
We used the Octalysis Framework to pick kid-safe patterns and pair them with a block-based approach that rewards progress and sparks creation, making sequencing and simple logic easy to grasp without heavy reading.
Insights That Shaped The Design
Insights That Shaped The Design
•
•
Limited literacy drove the use of iconography, helper characters, and optional audio.
Limited literacy drove the use of iconography, helper characters, and optional audio.
•
•
Limited precision required larger touch targets and forgiving touch areas.
Limited precision required larger touch targets and forgiving touch areas.
•
•
Short attention spans led to short tasks, immediate feedback, and visible goals.
Short attention spans led to short tasks, immediate feedback, and visible goals.
Information Architecture
Information Architecture
Sitemap
Sitemap
Starting from a shared high-level map with the client, our team refined it into a clear kids-side sitemap that anchors the play, rewards, and future islands.
Starting from a shared high-level map with the client, our team refined it into a clear kids-side sitemap that anchors the play, rewards, and future islands.
Customer Journey Mapping
Customer Journey Mapping
We mapped journeys to reveal pain points and moments of delight for each audience. Kids focus on play, rewards, and creation. Parents focus on setup, progress, and time on task. These insights shaped scope and sequence for the MVP. Progress and time data make growth visible and goal driven for families, while rewards and creation foster accomplishment and ownership.
We mapped journeys to reveal pain points and moments of delight for each audience. Kids focus on play, rewards, and creation. Parents focus on setup, progress, and time on task. These insights shaped scope and sequence for the MVP. Progress and time data make growth visible and goal driven for families, while rewards and creation foster accomplishment and ownership.
Persona
Persona
Kids
Kids
Primary Tasks
Primary Tasks
Starting a lesson, earning coins, decorating the Miimo home
Starting a lesson, earning coins, decorating the Miimo home
Persona
Persona
Parents
Parents
Primary Tasks
Primary Tasks
Subscription, app setup, progress monitoring, time on task
Subscription, app setup, progress monitoring, time on task
User Flow Charts
User Flow Charts
These flow charts translate the journeys into step-by-step behavior. They remove ambiguity for engineering and make edge cases visible early. We used them to right-size the number of steps and to place checkpoints and hints.
These flow charts translate the journeys into step-by-step behavior. They remove ambiguity for engineering and make edge cases visible early. We used them to right-size the number of steps and to place checkpoints and hints.
Wireframes
Wireframes
Wireframes locked the interaction rules for a block-based, drag-and-drop experience before visual polish. Screens carried one concept at a time, pairing a single goal with instant feedback to keep progress obvious and support creativity. We kept copy short, used large touch targets, and added helper cues for pre-readers. The set also defined the minimum components for the UI kit.
Wireframes locked the interaction rules for a block-based, drag-and-drop experience before visual polish. Screens carried one concept at a time, pairing a single goal with instant feedback to keep progress obvious and support creativity. We kept copy short, used large touch targets, and added helper cues for pre-readers. The set also defined the minimum components for the UI kit.
Visual Design
Visual Design
We collaborated with a branding agency to bring the mascot, palette, and illustration style into the product. The identity was translated into a child-friendly UI kit with accessible contrast, large touch targets, and bilingual content rules. Friendly character style and clear shapes support recognition, while rewards celebrate small wins without clutter. Color contrast and touch targets meet iOS and Android accessibility guidance for young learners.
We collaborated with a branding agency to bring the mascot, palette, and illustration style into the product. The identity was translated into a child-friendly UI kit with accessible contrast, large touch targets, and bilingual content rules. Friendly character style and clear shapes support recognition, while rewards celebrate small wins without clutter. Color contrast and touch targets meet iOS and Android accessibility guidance for young learners.
Design Decisions and Reasoning
Design Decisions and Reasoning
To make the logic explicit and avoid formatting confusion, the decisions are grouped by theme and each includes the reasoning behind it.
To make the logic explicit and avoid formatting confusion, the decisions are grouped by theme and each includes the reasoning behind it.
Theme
Interaction
Decision
Larger touch targets with generous spacing
Reasoning
Small, clumsy fingers and limited precision. Walkthrough observations and platform guidance support bigger minimum sizes.
Theme
Interaction
Decision
Block-based drag and drop
Reasoning
Visual blocks reduce reading load and let kids practice sequencing and basic logic through play.
Theme
Interaction
Decision
Gated progression with checkpoints
Reasoning
Ensures understanding before advancing and reduces frustration. After gating, checkpoint pass patterns showed fewer drop offs.
Theme
Visual
Decision
High-contrast shapes and clear iconography
Reasoning
Supports low literacy and fast recognition during play. Early readability checks confirmed quicker identification.
Theme
Guidance
Decision
Optional audio with a friendly helper
Reasoning
Helps pre-readers and lowers cognitive load. Parent interviews and session feedback supported this.
Theme
Parent Value
Decision
Dashboard with progress, time on task, and achievements
Reasoning
Translates play into clear progress data parents can trust and act on. Clear parental controls and minimal data collection reinforce safety and conversion.
Theme
Decision
Reasoning
Interaction
Larger touch targets with generous spacing
Small, clumsy fingers and limited precision. Walkthrough observations and platform guidance support bigger minimum sizes.
Interaction
Block-based drag and drop
Visual blocks reduce reading load and let kids practice sequencing and basic logic through play.
Interaction
Gated progression with checkpoints
Ensures understanding before advancing and reduces frustration. After gating, checkpoint pass patterns showed fewer drop offs.
Visual
High-contrast shapes and clear iconography
Supports low literacy and fast recognition during play. Early readability checks confirmed quicker identification.
Guidance
Kid-friendly voiceover with a friendly helper
Helps pre-readers and lowers cognitive load. Parent interviews and session feedback supported this.
Parent Value
Dashboard with progress, time on task, and achievements
Translates play into clear progress data parents can trust and act on. Clear parental controls and minimal data collection reinforce safety and conversion.
We validated the play-to-learn flow through stakeholder walkthroughs and parent reviews, then adjusted copy length, contrast on tappable zones, and the number of steps before handoff.
We validated the play-to-learn flow through stakeholder walkthroughs and parent reviews, then adjusted copy length, contrast on tappable zones, and the number of steps before handoff.
Outcomes and Impact
Outcomes and Impact
•
•
Launched MVP on iOS and Android with a free trial and a low-cost plan.
Launched MVP on iOS and Android with a free trial and a low-cost plan.
•
•
Delivered flows, assets, and a style guide that accelerated development.
Delivered flows, assets, and a style guide that accelerated development.
•
•
Supported equitable access to coding education in Thailand and in the region.
Supported equitable access to coding education in Thailand and in the region.
Metrics
Metrics
App Store rating 4.8 out of 5 stars from 94 reviews
App Store rating 4.8 out of 5 stars from 94 reviews
Play Store rating 4.8 out of 5 stars from 219 reviews
Play Store rating 4.8 out of 5 stars from 219 reviews
10k+
10k+
Cumulative downloads across the App Store and Google Play
Cumulative downloads across the App Store and Google Play
Expanded regionally to Indonesia and later rebranded as ‘Code Chingoo’
Expanded regionally to Indonesia and
later rebranded as ‘Code Chingoo’
Expanded regionally to Indonesia and later rebranded as ‘Code Chingoo’
Impact by Audience
Impact by Audience
•
•
Kids → A guided Miimo mascot interaction linked care and learning. After each lesson, coins and trophies provide clear goals and a sense of accomplishment. Coins feed and train Miimo and decorate the home, which drives return play and reinforces coding logic.
Kids → A guided Miimo mascot interaction linked care and learning. After each lesson, coins and trophies provide clear goals and a sense of accomplishment. Coins feed and train Miimo and decorate the home, which drives return play and reinforces coding logic.
•
•
Parents → Better visibility of progress and time on task increased trust that screen time is educational.
Parents → Better visibility of progress and time on task increased trust that screen time is educational.
•
•
Business → A focused MVP scope met the timeline and reduced handoff risk.
Business → A focused MVP scope met the timeline and reduced handoff risk.
Key Learnings
Key Learnings
Bridge Educational Access
Bridge Educational Access
All kids deserve high-quality education early to level the field. We designed for access through an affordable, bilingual, play-to-learn model. The aim is to impart skills and wisdom that build logical thinking and creativity over the long run.
All kids deserve high-quality education early to level the field. We designed for access through an affordable, bilingual, play-to-learn model. The aim is to impart skills and wisdom that build logical thinking and creativity over the long run.
Design for Childhood Constraints
Design for Childhood Constraints
Small fingers and developing motor control require large touch areas and generous spacing. Limited literacy benefits from iconography and audio guidance. Short attention spans need short tasks and immediate feedback.
Small fingers and developing motor control require large touch areas and generous spacing. Limited literacy benefits from iconography and audio guidance. Short attention spans need short tasks and immediate feedback.
MVP Focus for an Early-Stage Client
MVP Focus for an Early-Stage Client
Prioritized features by mission and value, not volume. The narrow play-to-learn flow shipped on time and created a platform for subjects beyond coding.
Prioritized features by mission and value, not volume. The narrow play-to-learn flow shipped on time and created a platform for subjects beyond coding.
Design That Drives Real Outcomes
Design That Drives Real Outcomes
Miimo AI helps children practice computational thinking and creativity. These are essential skills for the 21st century. A playful path into coding increases access and confidence early in life.
Miimo AI helps children practice computational thinking and creativity. These are essential skills for the 21st century. A playful path into coding increases access and confidence early in life.
Reflection
Reflection
Miimo showed that simple, child-friendly choices drive real learning. One concept per screen improved focus, while short sessions and gentle rewards sustained engagement. The parent dashboard made progress and time on task clear at home. We replaced text-heavy onboarding with short phrases, icons, optional voice guidance, and a friendly helper, then reduced steps so kids could start on their own. The block-based approach turned abstract logic into hands-on play.
Miimo showed that simple, child-friendly choices drive real learning. One concept per screen improved focus, while short sessions and gentle rewards sustained engagement. The parent dashboard made progress and time on task clear at home. We replaced text-heavy onboarding with short phrases, icons, optional voice guidance, and a friendly helper, then reduced steps so kids could start on their own. The block-based approach turned abstract logic into hands-on play.
This project covered the discovery phase on a tight timeline. Next, I would validate with usability testing by narrow age bands and embed analytics to tune difficulty, hint timing, and copy by concept. I would also support expansion across Southeast Asia. I am proud that this work helped an early-stage startup create Thailand’s first coding game for kids and that the play-to-learn experience can impart skills and wisdom that build logical thinking and creativity early in life.
This project covered the discovery phase on a tight timeline. Next, I would validate with usability testing by narrow age bands and embed analytics to tune difficulty, hint timing, and copy by concept. I would also support expansion across Southeast Asia. I am proud that this work helped an early-stage startup create Thailand’s first coding game for kids and that the play-to-learn experience can impart skills and wisdom that build logical thinking and creativity early in life.
What’s Next?
What’s Next?
What’s Next?
