ROLE
Product Design
CLIENT/ORG
Felicity Care
TIMELINE
3.5 Months,
2022-2023
TEAM
Vaibhav(Prod. Manager)
Shubham, Dipak, Pratik & Haris(Engineers)
SKILLS
Product Design
Research
Journey Mapping
Usability Testing
TOOLS
Figma
Context
Mental health apps often lack warmth, driving away users during vulnerable moments. Felicity aimed to create a welcoming, empathetic experience that reimagines digital therapy.
Understand: unraveling the knot
Mental health challenges affect millions of Indians, with many facing barriers to care. Women(64.2%), in particular, experienced higher rates of depression during the pandemic, highlighting the need for accessible and supportive solutions.
Problem Space
Demographics
Mental health challenges affect teens to seniors, with unique stressors like academic pressure, career transitions, and health concerns
Psychographics
Many users prefer self-help tools over professional therapy, highlighting a need for guided exercises and journaling features.
Behavioral
Frequent app usage (2-5 times daily) reflects high demand for easily accessible and consistent mental health tools.
Competitive Analysis
I began with a competitive analysis to understand the existing solutions in the market. This helped me identify tangible gaps in features like affordability, real-time tracking, and personalization, providing direction and coherence for the next steps in our process.
Glimpse of different apps I mapped, categorized by their best attributes-we got inspired, influenced by.
Amaha
Differentiators
Personalized mental health resources tailored to user needs.
Minimalist and calming design aesthetics.
Peer support community for engagement.
Weakness
Limited focus on professional counseling
Wysa
Differentiators
Semi-Personalized chatbot for instant therapy support.
Emotional tracking and assessments.
Motivational, user-friendly design.
Weakness
Limited privacy features for sensitive users.
Betterlyf
Differentiators
Affordable self-help tools for a broad audience.
Simple and accessible interface.
Wide appeal to new mental health users.
Weakness
Lacks personalized or advanced features catering to faster healing or growth.
What I learnt from this...
1 / Personalization is Critical
Users expressed hesitation in sharing personal details upfront, highlighting the need for gradual onboarding with privacy reassurances.
2 / Simplified Onboarding Drives Retention
Many users felt existing apps lacked a human touch, leading to low engagement. They wanted features like empathetic language and guided journeys for self-help.
3 / Engagement Beyond Therapy
Beyond affordability, users mentioned accessibility barriers like complicated interfaces and lack of culturally relevant options.
4 / Trust is deeply Non-Negotiable
Users valued tools for self-reflection and ongoing engagement, such as mood tracking and journaling, to supplement therapy sessions.
With these actionable insights, I conducted user research to validate the identified gaps and further align our solution with user needs.
User Interaction
While interacting with the competitive landscape, I also planned user outreach strategy for qualitative understanding and insights.
Research Approach
Primary Goal is to understand user needs, preferences, and barriers to adoption.
1 / Survey
Distributed to 70+ participants, focusing on demographics, app usage, and expectations(existing + new users).
2 / Interviews
Conducted with 6 users aged 21-34(based on survey) to dive deeper into their challenges and preferences.
Key Findings
1 / Survey
60% prioritized privacy over additional features.
70% felt existing apps lacked personalization.
Affordability was a concern for 50% of users.
2 / Interviews
Common pain points: Overwhelming interfaces, lack of trust, and generic content.
Desired features: Guided self-help tools, personalized recommendations, and culturally relevant content.
What I learnt from this...
1 / Privacy and Trust
Users expressed hesitation in sharing personal details upfront, highlighting the need for gradual onboarding with privacy reassurances.
2 / Emotional Connection
Many users felt existing apps lacked a human touch, leading to low engagement. They wanted features like empathetic language and guided journeys for self-help.
3 / Accessibility Beyond Cost
Beyond affordability, users mentioned accessibility barriers like complicated interfaces and lack of culturally relevant options.
4 / Continued Support Needs
Users valued tools for self-reflection and ongoing engagement, such as mood tracking and journaling, to supplement therapy sessions.
02
SYNTHESIS
Therapist Interaction - Bridging Expertise and Features
The goal was to understand therapist-recommended tools and identify opportunities for digital self-management enhancements.
So, I tried to map the commonalities in the general journey of a user, irrespective of any issues-Early satge, mid, late, release & maintenance stages.
Key Findings
1 / Emotional Tracking
Insight: Need a way to be self-responsible by tracking their patterns.
Application: Add mood tracking with notifications to increase self-awareness.
2 / Affirmations
Insight: Boosts confidence but often limited in variety.
Application: Offer customizable, guided affirmations.
3 / Journaling for Processing
Insight: Free writing aids emotional exploration but raises privacy concerns.
Application: Incorporate secure journaling with optional therapist sharing.
4 / Gratitude Practice
Insight: Gratitude journaling fosters positivity but lacks engagement without supervision.
Application: Add gamified prompts to make it interactive.
Takeaway
Therapists emphasized customizable, secure, and engaging tools to support self-awareness, emotional exploration, and mindfulness.
Personas
Personas based on....and for future purposes
User Journey
Across our web-app & different competitors, so far seen
Information Architecture
Mapping all the key features & modules, we wanted to add in the first launch version.
User Flow-Therapy(New)
Created a Therapy user flow, including different features in between.
03
DESIGN
Domain of Creation
User Interfaces
This is the canvas where creativity meets functionality. It's where our vision blossoms into an interactive reality. Let's dive into how our user interface design brings forth an engaging and intuitive journey for every user, one tap at a time.
04
IMPACT
Impact-outcome of this project
I concentrated on the before-and-after metrics for this project, which were measured over a span of 2-4 months*
65%
reduction in drop off rates, in the sign up journey(A/B Test)
1.5x
increase in active user base measured before/after 4 months—compared with Webapp
35%
engagement growth(MAU) measured over 45 days
12%
increase in Lead Conversion rate measured over 45 days
80+ avg
NPS Score(from 65+), within 3 months