Phase 1

We began by reviewing several user interviews that the team had already conducted. These weren’t perfect, but they gave us a head start. Users expressed confusion from the moment they opened the app—many didn’t understand what the platform was meant to do or how to even begin. The onboarding process was vague, the navigation was rigid and didn’t follow their mental model and the concept of readiness scores left people scratching their heads. There was also a mismatch between the gear lists and the quote-building feature, which felt disconnected and unclear.

To build on that, I ran a structured discovery workshop with the founders. We used it to zoom out and define the strategic foundation that had been missing. Rather than jumping to solutions, we asked: What exactly is the product trying to solve and for whom?

The problem statement we defined together became this:

“People want to feel prepared for any situation—but most don’t know what gear they need, where to begin, or how to stay organized. Steelcore should guide them step by step and help them build personalized gear lists with confidence.”

This simple sentence helped anchor all our decisions moving forward.

Next, we mapped out the core user groups. These included both civilians and professionals like military personnel, law enforcement and security contractors. While their contexts varied, their struggles were similar: they all wanted to feel prepared and in control, but lacked a clear system. We outlined three key personas to represent these needs—each with its own goals, frustrations and JTBDs (Jobs to Be Done). Across all of them, we found one big thing in common: they didn’t just need gear—they needed clarity.

We unpacked those jobs in detail, identifying both functional and emotional drivers. Functionally, users wanted to know what to bring, how to organize it and what was still missing. Emotionally, they wanted to feel capable and calm in high-stress or unknown scenarios. That insight reframed our thinking around how we approached guidance, lists and even how feedback was presented inside the product.

From there, we ran an affinity mapping session to organize all the insights, complaints and needs that surfaced through interviews and observation. A few consistent pain points stood out: onboarding lacked guidance, the UI structure didn’t match how users think, the readiness score lacked context and quote-building felt like a separate tool entirely. But we also saw real potential—users loved the idea of the app. It just hadn’t been executed in a way that made them feel confident using it.

We also spent time discussing the competitive landscape—not because we wanted to copy anyone, but to identify gaps. Most tools in this space were either product catalogues or hyper-niche planning apps. Steelcore could be different. It had the potential to become a practical, everyday tool for people who want to feel ready, not just shop.

This phase gave us a shared strategic foundation. We walked away with a clear problem statement, a defined user set, JTBDs and a prioritized list of pain points and opportunities. That set the tone for everything we did next.

Phase 2

Feature Prioritization & Definition

After aligning on user needs and pain points in Phase 1, I moved into defining what the product actually needed to do—and what kind of experience it should offer.

The MVP Steelcore had originally developed tried to cover a lot, but in doing so, it lost clarity. Users didn’t know where to start, what gear was right for them, or how to move through the experience. My role at this stage was to simplify and prioritize—focusing on the core features that would actually make a difference.

I identified four key areas that needed to be reworked:

• Onboarding — Users were confused from the first click. I proposed a step-by-step intro that explained the purpose of the app and how to get started.
• Readiness — The concept of readiness levels made sense, but lacked context. I recommended a clearer visual and conceptual model to help users understand what it meant to be “ready”—and how to get there.
• Navigation — The original list-based structure felt rigid and overwhelming. I introduced a more flexible, card-based system to allow for a smoother, more modular flow.
• Recommendations — Gear suggestions in the MVP were too vague and too many. I refocused the logic, added contextual product info, and removed noise so users could act with more confidence.

These decisions weren’t made in isolation—they were mapped directly to the Jobs to Be Done and emotional drivers I had uncovered earlier. The result was a feature set that supported user needs while also advancing the business goal: helping users feel fully equipped and in control, without guesswork or stress.

I also helped shape the product vision itself. The founders wanted the product to feel like a mix of a dashboard and an online shop—something that still showed its e-commerce roots but felt more structured and focused on planning. That framing made total sense—the product was born out of their original e-commerce shop, and that DNA was still important. But instead of just helping people buy gear, I saw Steelcore as a tool for helping people prepare. It needed the structure and guidance of a dashboard while keeping the immediacy and usability of a shop interface.

One of the most exciting future-facing ideas I proposed during this phase was a visual, avatar-based gear list builder. Inspired by familiar interfaces like Instagram’s avatar customization, the concept lets users assemble their gear lists by interacting with a central figure—a soldier or civilian avatar. Below the avatar, categories like clothing, tools, medical, or tech would appear, allowing users to intuitively build and preview their lists piece by piece.

This approach blends a sense of personalization with practical utility—turning abstract readiness into something people can actually see and shape. The rest of the team was especially enthusiastic about this idea and expressed interest in implementing it ASAP.

While it’s not part of the current MVP, this concept helps set a longer-term vision for Steelcore—bridging the familiarity of e-commerce with the structure and purpose of military preparedness.

Everything I defined in this phase was designed to scale—not just across screens, but across user types. Whether the user was a soldier preparing for deployment or a civilian trying to build a crisis-ready go-bag, the experience needed to feel consistent, responsive, and tailored.

This phase clarified what mattered, what could wait, and what kind of product we were really building.

Strategic Design Recommendations

Once I had clarity on what to prioritize, I moved into defining how those features should actually work. The MVP needed more than visual tweaks—it needed a shift in logic, structure, and usability. I created detailed design recommendations that translated strategy into real, actionable steps for the next iteration.

The onboarding flow became a top priority. I proposed replacing the generic, one-screen intro with a card-based walkthrough that would ease users into the platform. It would explain core concepts like readiness scores, guided gear selection, and navigation—using progress bars, overlays, and tooltips to create a sense of clarity and orientation from the start.

The readiness system also needed a complete rethink. Instead of just showing a score, I suggested visual progress trackers and contextual explanations: What does “Pro readiness” actually mean? How can users get there? I recommended embedding this feedback directly into the dashboard.

For navigation, I recommended moving away from the rigid, accordion-style flow that dominated the MVP. Instead, users would interact with cards and tiles—starting with high-level categories like “Clothing” or “Survival,” then drilling down into subcategories like “Head” or “Neck” only as needed. This progressive disclosure pattern would reduce cognitive load and make the experience feel lighter and more interactive.

At this point, I also revisited the avatar-based gear builder idea. While it wasn’t feasible for the MVP, I outlined how it could be phased in over time as a complementary layer. Imagine a user selecting a helmet not from a menu, but by clicking on the “head” of a soldier avatar. It’s a familiar interaction pattern—borrowed from gaming and social platforms—but used here with real-world purpose. The avatar wouldn’t replace the card system, but it would give users a visual, tactile way to build their lists, get feedback, and feel in control of their preparedness.

These recommendations shaped the roadmap for the next iteration. I wasn’t just defining features—I was mapping out how the experience should unfold, from onboarding to gear selection to motivational progress nudges like “You’re 80% ready.” The goal was to make the product feel coherent, guided, and purposeful—even before touching a single pixel in the UI.

Market Positioning & Differentiation

As a final step in this phase, I mapped out Steelcore’s competitive landscape to make sure our decisions weren’t happening in a vacuum. There are plenty of apps in the preparedness space—some with kit-building tools, others with tactical gear—but none that deliver a guided, personalized, and structured experience from start to finish.

Apps like Preppr offered prepping plans and inventory features, but lacked real-time readiness tracking or military-specific utility. Platforms like Bug Out Bag Builder made gear selection easy, but focused only on physical items and offered no onboarding or strategic flow. Niche tools like Ultimate Survival Tips had impressive tactical gear, but didn’t offer a cohesive or modern digital experience.

In contrast, I positioned Steelcore as a hybrid between dashboard logic and e-commerce usability—built to serve both military and civilian users. While competitors targeted hobbyists or survivalists, I wanted Steelcore to offer something broader: a calm, structured, confidence-building experience focused on real-world clarity, not just gear.

This analysis also validated the product’s potential to evolve—layering in AI-powered suggestions, mobile responsiveness, offline capabilities, and adaptive recommendations as users grow. But first, the foundation had to be clear: we weren’t building a gear store. We were building a readiness system.

That clarity gave the implementation phase a strong north star to follow.