Aug-Oct 2024
Timeline
Sole Designer
Role
B2B2C, Healthcare
Industry
BUSINESS CONTEXT
PREVIOUS LEARNINGS
Based on company data, users are more likely to book a session the more they explore the platform.
Multiple studies prove that journaling reduces anxiety and improves overall well-being.
Since a correlation exists between engagement and conversion, I focused on 2 engagement strategies:
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Add platform use case
The app has limited use cases; journaling would offer a more scalable and self-directed tool for users.
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Increase frequency
People feel the value of journaling if done regularly, which is a win-win for the business and users.
It also has the potential to scale up and increase feature usage—if used as a complementary tool to Chansey Care’s existing capabilities—and intensity (longer sessions with the platform), but these are just nice-to-haves and aren't the priorities for now.
GETTING MORE CONTEXT
In the discovery stage, I conducted quick research through surveys which validated the use case and revealed the top 3 benefits Chansey Care users sought when journaling:
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A deeper sense of self and personal growth
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Emotional regulation and processing
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A more grateful & positive outlook in life
Further analysis also uncovered 2 key insights on why they struggle to start and continue the practice:
BARRIER #1
Journaling doesn’t feel automatic since its benefits are long-term; they default to doomscrolling for instant gratification
BARRIER #2
Busy users see it as time-intensive rather than flexible and adaptive
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HMW reframe journaling as a rewarding, dopamine-generating activity? HMW reinforce motivation and sustain their journaling habits?
HMW ensure the feature felt achievable in small moments? HMW remove as much mental and product friction as possible?
HYPOTHESES AND SOLUTIONS
HYPOTHESIS #1
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If we offer easy-to-do entries like the Daily Prompt—asking just 1 question a day—users will more likely start (and continue) the habit.
HYPOTHESIS #2
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If we provide guided prompts tailored to them, users will find the activity more relevant and fulfilling. Topics are based on research insights.
HYPOTHESIS #3
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If we offer quick wins through gamified elements such as streaks and missions, users will perceive journaling as easily rewarding.
HYPOTHESIS #4
🔥
If we leverage and visually present users’ intrinsic and extrinsic motivations, they will more likely feel journaling’s benefits and stick to the habit.
*Internal reward → a sense of accomplishment, refreshed mental state, increased happiness.
*External reward → +1 additional free therapy session once a certain milestone is reached.
HYPOTHESIS #5
⚖️
If we ask users to “keep going" vs "finish for now" after every prompt, this gives them a more flexible way to journal time-wise. This caters to both busy users and deep-divers.
HOW DID WE GET THERE?
I sat down with the heads from Tech and Clinical Care to lead the design direction. We ended up with 4 principles and their tradeoffs:
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UXR revealed mixed preferences on session length. The design should adapt to users' time and mood, but this also meant we’d need to build more things.
🎛️
To stay relevant, we’ll let users pick topics relevant to them but release them in phases for quicker feedback loops. However, users won't initially feel the full benefit + we need to create awareness for each release.
🧩
It should be future-proof. This would mean a longer & more careful approach to planning each structure and component we’d use, especially since Chansey Care didn't have an existing design system.
🌀
Directionally we were comfortable if it didn’t stand out despite being new. We favored its consistency with the broader design.
NEXT STEPS
The project is currently in queue for development. To get a deeper idea of my thinking and processes, book a discovery call!
Kyros Design
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