Driving long-term engagement for a well-being app through journaling
Due to NDA, some details are anonymized, replaced with generic information, or left out. The presented mockups are tweaked to protect the company's branding.
Due to NDA, some details are anonymized, replaced with generic information, or left out. The presented mockups are tweaked to protect the company's branding.
Aug - Oct 2024
Aug - Oct 2024
Timeline
Timeline
Designer & Researcher
Designer & Researcher
Role
Role
B2B2C, Healthcare
B2B2C, Healthcare
Industry
Industry
TL;DR
To increase therapy bookings, I led the design of a behaviorally-informed journaling feature using guided prompts. Though it started as a client request, I reframed it to align with product and business strategy; focusing on habit building, well-being, long-term engagement, and eventually conversion.
The feature is in queue for development, but the process shaped internal design principles and pushed the team to prioritize problem-first thinking.
To increase therapy bookings, I led the design of a behaviorally-informed journaling feature using guided prompts. Though it started as a client request, I reframed it to align with product and business strategy; focusing on habit building, well-being, long-term engagement, and eventually conversion.
The feature is in queue for development, but the process shaped internal design principles and pushed the team to prioritize problem-first thinking.
Business context
Chansey Care (name redacted) wants to make therapy feel like regular self-care—not just a last resort.
When clients asked for a journaling feature, the team jumped to build it. But the request seemed disconnected from the business' priority to increase monthly therapy bookings. I stepped in to dig deeper and turn a reactive request into a growth lever.
Chansey Care (name redacted) wants to make therapy feel like regular self-care—not just a last resort.
When clients asked for a journaling feature, the team jumped to build it. But the request seemed disconnected from the business' priority to increase monthly therapy bookings. I stepped in to dig deeper and turn a reactive request into a growth lever.
Here's what we knew:
Here's what we knew:
Based on company data, users are more likely to book a session the more they explore the app.
Based on company data, users are more likely to book a session the more they explore the app.
Chansey Care's app has limited use cases = untapped potential to support users throughout their wellness journey.
Chansey Care's app has limited use cases = untapped potential to support users throughout their wellness journey.
Multiple studies prove that journaling reduces anxiety and improves overall well-being.
Multiple studies prove that journaling reduces anxiety and improves overall well-being.
The reframed goal:
The reframed goal:
Create a journaling feature to boost app engagement → drive therapy bookings → enhance wellness.
Create a journaling feature to boost app engagement → drive therapy bookings → enhance wellness.
Uncovering user contexts
I ran a survey with ~20 users to anticipate barriers, motivations, and behaviors. It validated the use case and revealed the top 3 benefits user sought with journaling:
I ran a survey with ~20 users to anticipate barriers, motivations, and behaviors. It validated the use case and revealed the top 3 benefits user sought with journaling:
A deeper sense of self and personal growth
A deeper sense of self and personal growth
Emotional regulation and processing
Emotional regulation and processing
A more grateful & positive outlook in life
A more grateful & positive outlook in life
Further analysis revealed 2 key reasons they struggle to start and maintain the practice:
Further analysis revealed 2 key reasons they struggle to start and maintain the practice:
BARRIER #1
Journaling isn't automatic since benefits are long-term; they default to doomscrolling for instant gratification
Journaling isn't automatic since benefits are long-term; they default to doomscrolling for instant gratification
How might we reframe journaling as a rewarding, dopamine-generating activity?
How might we reframe journaling as a rewarding, dopamine-generating activity?
How might we reinforce motivation and sustain their journaling habits?
How might we reinforce motivation and sustain their journaling habits?
BARRIER #2
Busy users see it as time-intensive rather than flexible and adaptive
Busy users see it as time-intensive rather than flexible and adaptive
How might we ensure the feature felt achievable in small moments?
How might we ensure the feature felt achievable in small moments?
How might we remove as much mental and product friction as possible?
How might we remove as much mental and product friction as possible?
Principles
Instead of jumping into features, I led the team to align on project + design directions based on those findings. This helped shift our approach from reactive implementation to intentional design. We ended up with 3 principles:
Instead of jumping into features, I led the team to align on project + design directions based on those findings. This helped shift our approach from reactive implementation to intentional design. We ended up with 3 principles:
Users control their depth
Users control their depth
UXR revealed mixed preferences on session length. The design should adapt to users' time and mood.
Tradeoff: we’d need to build more things.
UXR revealed mixed preferences on session length. The design should adapt to users' time and mood.
Tradeoff: we’d need to build more things.
Tailored > Generic approach; built gradually
Tailored > Generic approach; built gradually
To stay relevant, we’ll let users pick topics relevant to them but release them in phases for quicker feedback loops.
Tradeoff: users won't initially feel the full benefit + we need to create awareness for each release.
To stay relevant, we’ll let users pick topics relevant to them but release them in phases for quicker feedback loops.
Tradeoff: users won't initially feel the full benefit + we need to create awareness for each release.
Scalable and modular
Scalable and modular
It should be future-proof.
Tradeoff: a more careful approach to planning each structure and component, especially since Chansey Care didn't have an existing design system.
It should be future-proof.
Tradeoff: a more careful approach to planning each structure and component, especially since Chansey Care didn't have an existing design system.
Design decisions were anchored in behavioral principles like commitment, chunking, and variable reward
HYPOTHESIS #1
If we offer easy-to-do entries like the Daily Prompt—asking just 1 question a day—users will more likely start (and continue) the habit.
If we offer easy-to-do entries like the Daily Prompt—asking just 1 question a day—users will more likely start (and continue) the habit.
HYPOTHESIS #2
If we provide guided prompts tailored to them, users will find the activity more relevant and fulfilling. Topics are based on research insights.
If we provide guided prompts tailored to them, users will find the activity more relevant and fulfilling. Topics are based on research insights.
HYPOTHESIS #3
If we offer quick wins through gamified elements such as missions, users will perceive journaling as easily rewarding.
If we offer quick wins through gamified elements such as missions, users will perceive journaling as easily rewarding.
HYPOTHESIS #4
If we leverage and visually present users’ intrinsic and extrinsic motivations, they will more likely feel journaling’s benefits and stick to the habit.
Internal Reward: a sense of accomplishment, refreshed mental state, increased happiness.
External Reward: 1 additional free therapy session once a certain milestone is reached.
If we leverage and visually present users’ intrinsic and extrinsic motivations, they will more likely feel journaling’s benefits and stick to the habit.
Internal Reward: a sense of accomplishment, refreshed mental state, increased happiness.
External Reward: 1 additional free therapy session once a certain milestone is reached.
HYPOTHESIS #5
If we give users the option to “keep going" or "finish for now" after every prompt, this allows them to have a more flexible experience time-wise. This caters to both busy users and deep-divers.
If we give users the option to “keep going" or "finish for now" after every prompt, this allows them to have a more flexible experience time-wise. This caters to both busy users and deep-divers.
Reflections & next steps
By reframing a reactive client ask into an insight-led project, we created a solution that fits our users, model, and goals. In future iterations I’d push to talk to a wider pool of users to across our client base, especially in industries with different behaviors.
By reframing a reactive client ask into an insight-led project, we created a solution that fits our users, model, and goals. In future iterations I’d push to talk to a wider pool of users to across our client base, especially in industries with different behaviors.
It's currently pending launch as our tiny team of developers juggles multiple priorities, but the foundation is set and we’re excited to see how this might support our users' well-being.
It's currently pending launch as our tiny team of developers juggles multiple priorities, but the foundation is set and we’re excited to see how this might support our users' well-being.
To get a deeper idea of my thinking and processes, book a discovery call!
To get a deeper idea of my thinking and processes, book a discovery call!
Reach out to pelino.kyla@gmail.com or schedule a discovery call for inquiries. Please share as much detail as you can — business and project context, service(s) needed, scope, and budget range if any.
Reach out to pelino.kyla@gmail.com or schedule a discovery call for inquiries. Please share as much detail as you can — business and project context, service(s) needed, scope, and budget range if any.