5. Hypothesis

Clients who are new to therapy (66% of clients are new to mental health), therapy switchers. By smoothly acquiring clients who are intentional about therapy we could improve retention and clinical outcomes. By asking more about what users want in their therapist relationship, we can apply learnings to core flow and better match therapists.

6. Constraints and considerations

• We completely redesigned the onboarding experience through the activation

• This project highlighted the need for an updated checkout experience, but we did not update the post-conversion experience. However the learnings from this project helped add the checkout experience to the roadmap.

• Using universal screens across flows where possible to reduce tech debt - for example, we tried creating a therapy-centric specific sign-up screen, which caused issues, and we had to refactor to leverage the main flow sign-up screen in therapy-centric. Currently, they are on the same screen (no SSO in therapy centric) 

7. Success metrics

• Increase in therapy plan subscriptions, lower number of month-one cancelations

• Allow for the experience to be more dynamic.

• Identifying clients who needed more guidance vs. clients who knew what they wanted 

8. Process Overview

• Audit of default and all experimental onboarding flows, identifying friction points and common drop off points.

• Auditing and updating customer acquisition funnel (add content across all channels, particularly search, social and Landing Pages)

• Onboarding experience through activation (pre and post-conversion intake survey, website pages, updates to FAQ)

9. Ideation

The goal was to understand the clinical perspective of our sign-up experience to understand what we should start doing, stop doing, and what we should modify.

• The core team, how might we workshop, which generated many potential solutions and voted to narrow down to the top ideas

10. User testing

Previous AB tests and prototypes explored on Maze showed that:

• Clients prefer to select a therapist pre-checkout

• Pricing and subscription model were unclear

• Lack of clarity around what is included in the plan

11. Outcome/Metrics

Bring conversational and personalized workflows into the main flow - transition screens and conditional response screens based on answers

• Ask questions more conversationally as well

• Align marketing (ad, landing page) messaging with the core site and conversion funnel messaging - build a baseline level of trust in our offering

• Drive incremental 6-mo revenue and LTV:CAC of 1.0+ by improving therapy and med+therapy plan mix and retention

12. Reflections and Key Takeaways

A more conversational flow significantly reduces dropoff within the funnel. Leverage transition screens and conditional screens based on response to create a conversational tone and personalized workflows based on answers

• The performance of the E2E therapy-centric flow did not meet expectations - focusing only on therapy is a more competitive market with a smaller target audience, given higher DTC costs. But the test as also not live for the projected time.

• This was the first combined effort across product and marketing to implement unified messaging from ad through sign-up 

• Marketing conducted a short AB test of the main flow vs. E2E therapy-centric flow – the main flow still performed better in terms of conversion within the flow. There are 2 hypotheses for this:

• Having more offerings (meds only, therapy only, meds + therapy), specifically the low-cost medication-only offering, results in more conversions 

• Upsells are successful in improving conversion to behavioral inclusive plans → main flow still had better behavioral conversion than therapy-centric only (no upsells in therapy-centric)