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Empowering healthcare

Engage new users with a mental health free assessment & progress tracker

Our current mental health service was relatively efficient at capturing folks already intent on finding online treatment. As we continued to optimize our original service, we felt we needed to experiment and branch out to reach a different audience.

Overarching goal:

Increase number of new memberships & retain current ones

Team:

  • Lead Product Designer - myself

  • Product Manager

  • Eng - CTO, 7 engineers & 4 QA

Process:

  • Utilize current service structure to devise an MVP

  • User flows

  • Competitive research

  • Collaborate extensively with medical team

  • Light user testing

  • Timeline: 4 weeks 

Problem:
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Our current mental health service leaves hesitant users out

  • Emphasis on price, heavily discounted for the first month

  • Emphasis on medications we prescribe & ship

  • Most customers have been on treatment before

  • Requires a video consult with a member of our medical team to understand severity of symptoms

  • Doesn’t provide enough info for folks who are not sure if they need treatment. 

solution:

Stage 1: Free Assessment MVP to attract new users

Utilizing similar health questions as our current service, we built a new page that displays the mental health scores before the user decides to schedule a doctor visit.

Since we had already built this calculation feature for our clinicians, it wasn’t too far of a leap to provide it for our users.

Assessment flow video

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Stage 2: Empower users to track their progress.

We knew that exploratory users may need more input and our current users want to see their progress so we designed a tracker that displays results over time & allows users to easily retake the assessment as many times as they like from their account.

We made the tracker available to all of our mental health patients, not just the folks who came in through the free assessment flow.

Tracker interaction video

 

User flows: Integrating new features into our current framework

Our framework for building health services is designed essentially for users to complete the questionnaire & check out in one session. If a user abandons before checking out, we consider the order ‘open’ and prompt them to continue where they left off in the flow. In order to accommodate these new features however, we needed to re-define an ‘open’ order. We decided that once the user initiates a new assessment, the previous order would be automatically closed. This way, our medical team would review the most recent mental health scores if the user chooses to have a consult.

 

Success metrics

Mental health memberships increased ~1.5 x over 5 months (other factors also contributed to this)

We expected CVR to stay quite low but it’s risen steadily surpassing our expectations.

Next steps

I’d like to reach out to folks that finished the assessment but decided to not move forward. What was their thought process? Why did they decide not to speak with a clinician? Did they understand what we offer?

I’d also like to gather data on how many people are utilizing the tracker page. Are they able to find it easily in their account? Do they feel it adds a lot of value to their membership?