Implemented a key feature that significantly enhanced user retention and drove a 25% increase in B2C revenue, contributing directly to business growth and long-term customer engagement.

My Role

As part of a two-designer team, I took the lead on user research, conducting in-depth interviews and synthesising key insights to gain a deep understanding of user needs and pain points. With this clarity, we brainstormed and iterated on several potential solutions, focusing on aligning user needs with business goals. The solution that was implemented not only addressed the user pain points but also drove measurable success, resulting in a 25% increase in B2C revenue.

Scope

•UX Design •User research •User Persona •Usability testing •Data synthesis

Tools

•Figma •Figjam •Google Workspace

Time Frame

May - Oct 2023

Overview

SS provides holistic mental health solutions that seamlessly integrate online and offline therapy sessions with a rich array of resources. They are one of the pioneers in digital mental health ecosystem in Singapore.

The Problem

Concerning trend of low user retention rates

Despite an impressive 416% increase in client growth over just 10 months, a large portion of the user base struggled to stay engaged long-term. On average, users only completed 1.3 sessions each, significantly limiting the company’s growth potential and revealing a key challenge in sustaining user activity.

Even with a rapid rate of client growth, there is a high churn rate and low user retention.
Product misalignment and struggling to create features that align both user needs and business goals.

The Solution

The introduction of discounted bundle packages which addressed several key challenges

Elevated purchase value
Offering bundled services at a discounted rate created a perception of greater value for users. They could access multiple services at a lower cost than purchasing them individually, making the offering more appealing.
Enhance user convenience
Bundling services streamlined the booking experience by removing the need for repeated checkout processes. This accelerated the booking journey, allowing users to enjoy a faster, more seamless experience.

The Impact

25% increase in B2C revenue
The release of the discounted bundle feature directly contributed to a 25% increase in B2C revenue.

The Process - How did this happen?

Discovering the cause

Despite impressive client growth, the lack of a structured approach to understanding user needs and behaviors hindered efforts to maximise engagement and retention. To bridge this gap, I conducted in-depth interviews with 3 distinct user groups.
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These sessions delved deep into our clients' objectives in engaging with SS, and exploring the perceived value SS could offer them throughout their journey. This encompassed not only the pre-engagement phase but also the engagement and post-engagement phases, ensuring a comprehensive understanding of their experiences. Additionally, group-specific topics, such as the motivation behind purchasing gift cards, were also discussed.
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This comprehensive approach provided valuable insights into the diverse motivations and experiences of our user base, laying a solid foundation for data-driven, informed design decisions and strategic recommendations to enhance user engagement and retention.

^{* Image has been blurred to protect user's confidentiality, and showing only parts of the insights.}

Through this user research initiative, we managed to unravel the complexities of SS's user base and have a deeper understanding user preferences, pain points, and behaviours. Leveraging this wealth of information, 3 detailed user persona that encapsulated the diverse demographics and motivations, frustrations, and needs were birthed.

Defining the problem

Based on the insights gathered, we identified a critical gap in the customer journey that played a significant role in the high churn rate and low repeat usage, allowing us to better understand and address the root causes of user disengagement.

^{* Actual problem statement is not disclosed here. Please contact me for further information regarding this project.}

Brainstorming and evaluating design solutions

After defining the problem statement, we came up with 4 potential solutions and evaluated them according to their level of impact, feasibility of implementation, and alignment with business and user goals.

We further validated these concepts with users to assess how effectively each design solution addressed their needs and pain points.

^{* Plausible design solutions are not disclosed here. Please contact me for further information regarding this project.}

Develop

Through the design evaluations, we decided to implement a discounted bundle package that users can purchase and offset their counselling sessions. This solution was favoured due to:

Business needs: Sustained growth, revenue generation, brand loyalty, and customer satisfaction.
Impact: By allowing clients to purchase bundles, the average sessions per user will increase, as this prevents off platform transactions and encourages long term use.
Feasibility: Easy to implement within a short period of time and available resources.
User needs: Reduced cost per session, flexibility in scheduling, and the ability to utilise bundle package with different therapists.

Screenshot of solution - discount bundled package

In summary ...

Improving user retention and B2C revenue
By introducing the discounted bundle packages, it increases the perceived purchase value for users and improved user retention with the service.
Understanding users
Effective design solutions stem from a deep understanding of our user base, encompassing their needs, frustrations, and motivations. By delving into their world, it enabled us to craft solutions that authentically address the challenges they face. Ensuring our designs are not just solutions, but impactful problem-solving tools.

Learnings

Balancing business goals with user goals: Even though the introduction of discounts reduced the cost per session, it provided longer term user engagement by raising the average number of sessions per user. This minimise the risk of product failure and ensuring sustainable growth.
Invest in understanding: While it may seem counterintuitive to invest additional time in understanding the problem upfront, delving deep into the root causes and intricacies of why and how it occurs is pivotal. This thorough comprehension empowers us to craft solutions that not only mitigate the surface symptoms but also tackle the core issues head-on, leading to more impactful and sustainable outcomes.