The UX Design Institutes professional certificate in content design – project #02

The problem

I am studying towards a Professional Certificate in Content Design with the UX Design Institute.

As part of the course, I need to complete projects in order to sit the exam.

Project #02 involved conversation mining. This is scouring the web to identify real conversations that your target audience is having. The Case Study was based around a fictional app, called PawsAbode.

The strategy

The goal is to get into the mind of your audience and understand how they think and talk about the area you’re designing for. For a deep dive, please see the blog post “What is conversation mining. Its role in content design.

The digital method was using Miro, the online whiteboard, and screengrabs.

Why you should care

I will have the relevant training and I will be able to help, and to work, as a Content Designer.

examples of conversation mining

Project overview

  • Objective: To gain insights into the target audience for a fictional dog-care service through conversation mining.
  • Methodology: Identifying relevant platforms, analysing conversations, and documenting findings in an organised and insightful manner.

Steps taken

1. Review of company description and target audience

  • Process: Examining the service’s core offerings and understanding the demographics and psychographics of the potential users.

2. Identification of relevant platforms

  • Platforms chosen: Social media networks, popular dog-care forums, personal blogs, and review websites.
  • Rationale: These platforms are frequented by pet owners and enthusiasts, providing a rich source of authentic conversations.

3. Analysis of conversations and reviews

  • Method: Engaging in active listening by reviewing threads and comments to capture the essence of user opinions and experiences.
  • Tools used: Screenshots and note-taking for recording significant findings.

4. Documentation of findings in Miro

  • Categorisation: Divided into four distinct categories – Goals, Pain Points, Preferences, and Language Used.
  • Insights per category:
    • Goals: At least three examples, highlighting what users expect or aspire to achieve with dog-care services.
    • Pain points: Three instances illustrating challenges or frustrations faced by users.
    • Preferences: Examples showcasing what users appreciate in existing services.
    • Language used: Capturing the terminology and phrases commonly used in the conversations.

Key findings and insights


  • Examples of users seeking comprehensive care, convenience, and trustworthiness in a dog-care service.

Pain points

  • Identified frequent issues such as lack of personalised care, inflexible service hours, and concerns about safety and well-being of pets.


  • Highlighted positive feedback on services offering real-time updates, personalised attention to pets, and flexible scheduling.

Language used

  • Uncovered the specific jargon and emotive language used by the target audience, offering valuable insights into their mindset and communication style.


I am happy with the project, although I now realise I could have done better.

In my comments, I cherry pick some of the Conversation, which meets the brief. But, I do not reference to the point that I am trying to make.

So, my comments are in isolation – they do not really stand for much.

If I was to do this again, I would try and lift my comments (on the Miro board) to a higher level and relate to the point I was trying to make.

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