Below I walk through several key case studies. The creation of our key retention product, a collection of self-guided and affordable audio therapy courses called Self-care. My work in securing the Vitality partnership through the creation of high fidelity prototypes, stakeholder management of Vitality’s C-suite and careful storytelling. Overseeing the creation of a complex payment platform.

My Role

Head of Design

September 2020 - 2022

Lead Product Designer

March 2020 - September 2020

As Head of Design, I have overseen and actively designed for many projects ranging from small, low risk changes with high impact, to complex projects with many moving parts and new processes to implement.

Given the difficult circumstances and pressures due to covid and the rising demand for therapy, it’s been an interesting challenge keeping motivation and output high, whilst also balancing concerns around hybrid work models and allowing for personal space and time off to recharge batteries. Below I will attempt to highlight some of the key projects over the last year or so.

Self-care

Version 1

In April 2020 I created a basic version of Self-care which included 11 audio exercises written by our psychologists, in order to get something out and validate our idea. We also released it for free during the pandemic to help as many people as possible, as the audios were focussed on how to deal with our changing world.

Version 2

For v2 of Self-care, I focussed on adding features which would improve retention. I added ‘Listen again’, ‘Suggested for you’ and ‘Keep listening’ as a way to show a more personalised experience. We also added a pay wall, using an Apple Pay and Google Pay subscription model. Part of v2 also included the redesign of the Self-care tab and the individual skills page, which was now scrollable and included categories, the ability to save a skill and related skills.

Version 3

Version 3 was the most comprehensive change, and involved everyone from Marketing to Content, to the CMO, CEO, psychologists and users for their input. I started by writing and conducting a 2-week diary study, where 8 participants used Self-care every day, twice a day, for 14 days, and reported back through a Typeform after every day. After using Self-care, 93% of users reported a positive change in mood or outlook after the study.

From the study, I deduced that the content wasn’t structured enough, and there wasn’t much signposting for the different levels of users. This prompted us to reorder the content into Immediate Relief collections with two levels, ‘Getting started’ for beginners, and ‘Going deeper’ for those more advanced. We also created Courses; a structured approach to audio therapy, based on a singular issue such as Depression and Anxiety. This new Self-care version has been signed up by Vitality and Perkbox, with more in the pipeline to offer it to their clients.

This feature, as with all of our features, is available across Android, iOS and Web.

Vitality Partnership

Providing therapy for Vitality clients

In September 2020 I designed the unique flow for Vitality customers which brought their clients from their web page or support team to our app. I designed for both direct and indirect customers. The project required multiple conversations with their CMO and Head of Partnerships, as well as key players from our side, to determine the best solution for both businesses. Initially Vitality forecast 80 clients per month coming our way. Due to the success of the designs and build (and the quality of therapy provided) we quickly received over 350 clients a month and have maintained that ever since.