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As part of a two-designer team, I took the lead on user research and conducted in-depth interviews to uncover user needs and pain points. Synthesizing these insights helped us brainstorm and iterate on solutions that aligned both user and business goals. The implemented solution not only addressed critical pain points but also drove measurable success—boosting B2C revenue by 25%.
UX Design • User research • User Persona • Usability testing • Data synthesis
Figma • Figjam • Google Workspace
May - Oct 2023
Safe Space is a pioneer in Singapore’s digital mental health ecosystem, offering holistic solutions that seamlessly blend online and offline therapy with a comprehensive range of resources.
In the span of just 10 months, Safe Space saw an impressive 416% increase in client growth. However, behind this surge in numbers, a concerning trend emerged—users were struggling to stay engaged long-term. On average, clients only completed 1.3 sessions each, which severely limited the potential for sustained growth and highlighted a key challenge: how could we turn one-time users into long-term users?
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High churn rate despite rapid client growth: Despite attracting a significant number of new clients, the retention rates were dismal, revealing a disconnect between the product and its users' long-term needs.
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Product misalignment: The product was struggling to bridge the gap between user needs and business goals. Key features weren’t resonating with users, making it difficult to create a seamless, engaging experience that would encourage repeat usage.
With these challenges in mind, we asked... How Might We
The goal was clear—create an intuitive experience that encourages users to return to the platform, complete multiple sessions, and feel more connected to their mental health journey—ultimately driving long-term retention and aligning with business objectives.
Despite strong client growth, the lack of a structured approach to understanding user needs and behaviors limited our ability to maximize engagement and retention.
To address this, I conducted in-depth interviews with 3 distinct user groups, exploring their goals, perceived value, and experiences with Safe Space across the pre-engagement, engagement, and post-engagement phases.
This approach uncovered key insights into diverse user motivations, providing a solid foundation for informed design decisions and strategic recommendations aimed at boosting engagement and retention.
* Image has been blurred to protect user's confidentiality, and showing only parts of the insights.
Through this research, we unraveled the complexities of SS's user base—gaining a deeper understanding of their preferences, pain points, and behaviors. Leveraging these insights, we crafted three detailed user personas that captured the diverse demographics, motivations, frustrations, and needs, forming a solid foundation for user-centered design decisions.
With a clear problem statement in hand, we explored four potential solutions, carefully evaluating each based on impact, implementation feasibility, and alignment with both user and business goals. To ensure relevance, we validated these concepts directly with users, gauging how well each addressed their needs and pain points.
* Due to confidentiality agreements, the specific design solutions cannot be disclosed.
After thorough evaluation, we implemented a discounted bundle package that users could purchase to offset counseling session costs. This approach stood out due to its strong alignment with both business and user needs:
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Business needs: By encouraging users to purchase bundles, we aimed to secure upfront revenue and foster repeat engagement. Offering attractive package deals not only made Safe Space more affordable but also helped position it as a long-term solution, enhancing customer satisfaction and supporting sustainable growth, and brand loyalty.
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Impact: Offering bundle packages made counseling more cost-effective and accessible, increasing the average number of sessions per user. By encouraging users to purchase packages directly through the app, we minimized off-platform transactions and fostered long-term engagement.
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Feasibility: Implementing this solution was practical and efficient. By leveraging existing systems, we minimized development time, allowing the solution to be executed swiftly without compromising usability standards.
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User needs: Users benefited from reduced costs per session, offering more financial flexibility. The ability to schedule sessions with different therapists also addressed the common pain point of finding the right match.
To address the challenge of low repeat usage and off-platform transactions, we introduced discounted bundle packages—a strategic solution designed to boost client retention while meeting both business and user needs.
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25% increase in B2C revenue – The introduction of the discounted bundle feature led to a 25% increase in B2C revenue after just 3 months of A/B testing, showcasing its significant impact on user engagement and overall sales growth.
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Boosting Retention with Value-Driven Bundles – To tackle low user retention and boost B2C revenue, we introduced discounted bundle packages—creating greater perceived value and encouraging long-term commitment to the service. By offering flexibility in scheduling and therapist selection, users felt more motivated to continue their journey without the pressure of single-session costs.
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Designing with Empathy – Our approach centered on understanding users at a deeper level—their needs, frustrations, and motivations. This empathetic perspective not only addressed pain points but also fostered long-term engagement, driving sustainable growth.
