Scaling smiles
PROJECT OVERVIEW
PROJECT OVERVIEW
People couldn't find the right therapist to get better mental health support.
Ask with AI is an AI agent, available 24/7 to pair new users with their perfect-fit therapist.
I was tasked with increasing engagement and clients at Healing Collective Therapy. I designed AI experiences for discovery, browse, and search from user research and cross-functional collaboration across groups of designers, engineers, and product managers. This addressed user problems about therapy and created a delightful user experience.
The low-cost Mistral-7B model helped increase quality and speed, and the high engagement on 'Ask with AI' significantly increased conversions, resulting in increased clients and over 2 million new users.
People couldn't find the right therapist to get better mental health support.
Ask with AI is an AI agent, available 24/7 to pair new users with their perfect-fit therapist.
I was tasked with increasing engagement and clients at Healing Collective Therapy. I designed AI experiences for discovery, browse, and search from user research and cross-functional collaboration across groups of designers, engineers, and product managers. This addressed user problems about therapy and created a delightful user experience.
The low-cost Mistral-7B model helped increase quality and speed, and the high engagement on 'Ask with AI' significantly increased conversions, resulting in increased clients and over 2 million new users.
MY ROLE
MY ROLE
Product Design
Motion Design
Product Design
Motion Design
TEAM
TEAM
Engineering team
Product manager
Marketing team
Data scientist
Engineering team
Product manager
Marketing team
Data scientist
DURATION
DURATION
Jun 2022 – Dec 2023
Jun 2022 – Dec 2023
Understanding why people were struggling to find the right therapist
Understanding why people were struggling to find the right therapist
USER PROBLEMS
USER PROBLEMS
From user research, I discovered many reasons why people want to get mental health support but hesitate to start therapy:
"I don't believe therapy will help me."
"I don't think I have a problem."
"I don't want others to know I'm struggling."
"My financial constraints hold me back."
"My physical health limitations hold me back."
"I'm concerned about stigma or judgement towards me."
"I'm uncomfortable discussing my feelings."’
"By the time I see someone, my situation will have gotten worse."
"I fear being misunderstood."
"I don't want to be labeled as 'mentally ill'.
I'm uncomfortable discussing my feelings.
My financial constraints hold me back.
I don't believe therapy will help me.
Therapy feels like a sign of weakness or failure.
I don't want others to know I'm struggling.
I don't want to be labeled as 'mentally ill'.
I don't want others to worry about me.
I don't think I have a problem.
Lack of childcare and transportation stops me.
My own trauma history impacts how vulnerable I am.
I lack support from friends/family to go to therapy.
I had a previous negative therapy experience.
BUSINESS STRATEGY
BUSINESS STRATEGY
Over 56% of Americans want therapy — but only 13% of people see a therapist. Solving user problems was the focus, to help increase access to therapy. In turn, this increased engagement and revenue growth.
Trying therapy needs to feel less scary.
People want to book new appointments quickly.
Learning what therapy is should be comforting.
People need to know this is a safe space to feel welcome.
Over 56% of Americans want therapy — but only 13% of people see a therapist. Solving user problems was the focus, to help increase access to therapy. In turn, this increased engagement and revenue growth.
Trying therapy needs to feel less scary.
People want to book new appointments quickly.
Learning what therapy is should be comforting.
People need to know this is a safe space to feel welcome.
Competitive products can be built upon, but differentiation is crucial
Competitive products can be built upon, but differentiation is crucial
Our cross-functional team aimed to create a product with a familiar design but a more delightful user experience with user-centered features. User research showed that competitive products successfully offer direct access to free consultations, educational resources, and an AI agent for personalized matching. We built upon these proven strategies while adding unique visuals and features.
Competitors
Competitors
Primary Function
Primary Function
In-person and
online therapy
In-person and
online therapy
Online therapy
Online therapy
Therapist directory
Therapist directory
Online therapy
Online therapy
Teen peer support
& online therapy
Teen peer support
& online therapy
AI
Support
Therapist
Matching
Therapist
Matching
Resources
& Blog
Resources
& Blog
Pricing Model
Pricing Model
Subscription,
free AI
Subscription,
free AI
Subscription
Subscription
Subscription
Subscription
Subscription
Subscription
Free
Free
Communication
Method
Communication
Method
Video, Call
& Chat
Video, Call
& Chat
Video, Call
& Chat
Video, Call
& Chat
Video, Call
& Chat
Video, Call
& Chat
Video, Call
& Chat
Video, Call
& Chat
Chat
Chat
Strengths
Strengths
Instant help with AI
Clear info hierarchy
Instant help with AI
Clear info hierarchy
Easy access to therapists
Many ways to meet
Easy access to therapists
Many ways to meet
Therapy search filters
Therapist descriptions
Therapy search filters
Therapist descriptions
Lots of resources
Consistent design
Lots of resources
Consistent design
Quick to get therapy
Therapist match survey
Quick to get therapy
Therapist match survey
Weaknesses
Weaknesses
Learning curve of AI
No search feature
Learning curve of AI
No search feature
Pricing is not transparent
Hard to end subscription
Pricing is not transparent
Hard to end subscription
Cluttered homepage
Inconsistent user flows
Cluttered homepage
Inconsistent user flows
Complex pricing model
Not enough search filters
Complex pricing model
Not enough search filters
No search filters
No video or office visits
No search filters
No video or office visits
Understanding what features users will love
Understanding what features users will love
MINIMUM LOVABLE PRODUCT
MINIMUM LOVABLE PRODUCT
Started with these features that are low-cost and low-code:
Home: Showcases brand quality to build trust and reduce hesitation.
Services: Educates users about therapy, addressing misconceptions and fears.
Careers: Expands therapist network to improve client-therapist matching.
Started with these features that are low-cost and low-code:
Home: Showcases brand quality to build trust and reduce hesitation.
Services: Educates users about therapy, addressing misconceptions and fears.
Careers: Expands therapist network to improve client-therapist matching.
IDEAL SOLUTION
IDEAL SOLUTION
Added these features later that required additional funding, time, and code:
Ask with AI: An AI agent for personalized matching and support.
News: Builds credibility and demonstrates therapy's value to address skepticism.
Shop: Offers accessible self-help resources for people in and out of therapy.
Added these features later that required additional funding, time, and code:
Ask with AI: An AI agent for personalized matching and support.
News: Builds credibility and demonstrates therapy's value to address skepticism.
Shop: Offers accessible self-help resources for people in and out of therapy.
Wireframing helped get better feedback on user-centered designs
Wireframing helped get better feedback on user-centered designs
Collaborating with our cross-functional team on shared notes to make a better user experience.
Collaborating with our cross-functional team on shared notes to make a better user experience.
Wireframing helped turn feedback and ideas into interactive mockups.
Wireframing helped turn feedback and ideas into interactive mockups.
Prototyping helped the cross-functional teams align a vision
Prototyping helped the cross-functional teams align a vision
Ask with AI: Personalized AI agent with 24/7 support. This helps users quickly find the right therapist, without waiting days for a therapy consultation.
Ask with AI: Personalized AI agent with 24/7 support. This helps users quickly find the right therapist, without waiting days for a therapy consultation.
1
1
1
1
1
Home: The first impression to millions of users had to be engaging, delightful, and accessible.
Home: The first impression to millions of users had to be engaging, delightful, and accessible.
2
2
2
2
2
Services: Helped users find information about common therapy solutions. I conducted A/B testing on information architecture to highlight what users wanted to see most, increasing engagement.
Services: Helped users find information about common therapy solutions. I conducted A/B testing on information architecture to highlight what users wanted to see most, increasing engagement.
3
3
3
3
4
4
4
4
3
4
Accessibility added value for users and the business — it gave everyone equal access to mental health resources
Accessibility added value for users and the business — it gave everyone equal access to mental health resources
Dictation: Speech-to-text helps people with visual, motor, and cognitive impairments type faster.
Dictation: Speech-to-text helps people with visual, motor, and cognitive impairments type faster.
Dark mode: 1/3 of users enable darker colors to improve eye comfort and lighten cognitive load.
Dark mode: 1/3 of users enable darker colors to improve eye comfort and lighten cognitive load.
Color blindness and high contrast: Inclusive design for the 5% of people with color blindness. Meets the highest accessibility standards to help everyone with visual and cognitive impairments read better.
Color blindness and high contrast: Inclusive design for the 5% of people with color blindness. Meets the highest accessibility standards to help everyone with visual and cognitive impairments read better.
Developed and deployed product with cross-functional teams
Developed and deployed product with cross-functional teams
Throughout the user experience and visual design process:
I used Figma Dev Mode documentation to collaborate with engineers on feature feasibility.
I created accessibility specifications that label where to add ARIA attributes, tab index, and alt text for users who use assistive technology.
We added screen reader and braille display support — low-vision and blind users can use speech or touch to interact with the visual design of the website.
I helped with motion design, JavaScript, and CSS for 'Ask with AI'.
We conducted quality assurance and accessibility reviews with each new feature.
Throughout the user experience and visual design process:
I used Figma Dev Mode documentation to collaborate with engineers on feature feasibility.
I created accessibility specifications that label where to add ARIA attributes, tab index, and alt text for users who use assistive technology.
We added screen reader and braille display support — low-vision and blind users can use speech or touch to interact with the visual design of the website.
I helped with motion design, JavaScript, and CSS for 'Ask with AI'.
We conducted quality assurance and accessibility reviews with each new feature.
Usability testing and validation ensured a high-quality product
Usability testing and validation ensured a high-quality product
Healing Collective Therapy has had over 2 million users. Using their feedback, we improved the user experience so that the product was easier for everyone to use:
We used Microsoft Clarity to show us where people click, scroll, and type. This helped us place information in places where people would see it and take more action, like booking a consultation.
We used Maze surveys to conduct user interviews. We observed over 50 people who volunteered to tell us how we can improve the website. Participants were tasked with browsing mental health services, using the ‘Ask with AI’. chatbot, then booking a consultation.
Healing Collective Therapy has had over 2 million users. Using their feedback, we improved the user experience so that the product was easier for everyone to use:
We used Microsoft Clarity to show us where people click, scroll, and type. This helped us place information in places where people would see it and take more action, like booking a consultation.
We used Maze surveys to conduct user interviews. We observed over 50 people who volunteered to tell us how we can improve the website. Participants were tasked with browsing mental health services, using the ‘Ask with AI’. chatbot, then booking a consultation.
User research: Analyzing anonymous user interactions has been the most effective way to improve information architecture and quality assurance. This helped save time and reduce spending.
User research: Analyzing anonymous user interactions has been the most effective way to improve information architecture and quality assurance. This helped save time and reduce spending.
Results
Results
Over 2 million users were added and hundreds of new clients booked appointments using the therapy website. The product reached its goal of engaging clients by creating great customer satisfaction, increasing sales, and earning a return on investment.
Over 2 million users were added and hundreds of new clients booked appointments using the therapy website. The product reached its goal of engaging clients by creating great customer satisfaction, increasing sales, and earning a return on investment.
Challenges and insights
Challenges and insights
I am adaptable and open to change in my design process because it's what's best for the whole team and our users:
Funding: Initially, there was not enough funding to create an AI experience. I proposed developing a minimum lovable product so investment could increase after the product was proven profitable.
Code: The engineers were struggling with front-end code. I used JavaScript and CSS to collaborate on motion design for interactions and grid layouts for 'Ask with AI'.
Engagement: Initially, the 'Ask with AI' agent didn't have enough leads to cover its cost. After usability testing, the design was changed to be more responsive and human-centered. This increased engagement and user flows to get therapy, making the product profitable.
I am adaptable and open to change in my design process because it's what's best for the whole team and our users:
Funding: Initially, there was not enough funding to create an AI experience. I proposed developing a minimum lovable product so investment could increase after the product was proven profitable.
Code: The engineers were struggling with front-end code. I used JavaScript and CSS to collaborate on motion design for interactions and grid layouts for 'Ask with AI'.
Engagement: Initially, the 'Ask with AI' agent didn't have enough leads to cover its cost. After usability testing, the design was changed to be more responsive and human-centered. This increased engagement and user flows to get therapy, making the product profitable.
Healing Therapy website
Open