Zenklub

About: Brazilian platform for improving mental health with over 360,000 registered users and  with around 1,000 online daily psychology sessions. The product is developed for both – professionals and their customers, as well as for the corporate segment. The app additionally offers the content on self-development.

Role: Product Designer with the focus on user research and UX design; worked closely with PO and PMs, developers and data teams, and with the product stakeholders.

Duration: 8 weeks

Services:

  • UX Research
  • UX Design
  • Value Proposition Design
  • Wireframing
  • UX Strategy
  • Data Analysis & Synthesis
  • Design System update

Problem:

app users are forced to switch to web version to manage their online psychology sessions.

Strategy and Approach

Made design review

I started with identifying existing app usability problems within managing online sessions flow – I compared app functionality with the web experience. Along the user journey, I detected a couple of UI inconsistencies: misalignments with a product style-guide and design system, different iconography styles, as well as colors and UX copy used for the navigation elements. UX issues were:

  1. Awaiting payment card is hard to correlate with the professional to whom the user needs to pay;
  2. Confirm, cancel or re-arrange session options are very hidden;
  3. Leave feedback for professional after having a session is not possible;
  4. Scheduling the session with a different professional demands going through a long click-flow;
  5. The sessions history are not informative;
  6. The upcoming session is not reflected in the interface;
  7. There is no notification when professional rearranges already scheduled session;
  8. Service details are below the payment details on the payment screen.
  9.  

Conducted user research and discovered pain points

As a product designer, I always initiate an in-depth understanding of the market and user in the project’s early stage. To discover why the app is preferred over the web platform when doing online sessions, what users appreciate, and lack having, and to detect the reasons behind scheduling a specific number of sessions per month – I conducted online user interviews.

Together with the surveys and quantitative data, we discovered that most of the people do 3-4 sessions per month; those who do less, state a financial reason or demotivation to proceed due to the progress on the therapy early stages. Also, we found out that many users are scheduling sessions through the web as they find it easier. But they do online sessions through the app as the phone is their habitual device.

Most users were struggling to reschedule or cancel the session through the app. Additionally, we received many requests for upcoming session reminders as well as the option to leave feedback to the user’s current professional.

Designed personas

Together with the stakeholders involved in this project, based on the gathered insights from the user interviews, we built personas to help the team understand our target users and ensure we are addressing desirable services to satisfy our customers’ real needs.

And created a customer journey map

To provide a holistic view and uncover key moments of frustration and satisfaction in the journey of scheduling online therapy session, and to be aligned internally with all stakeholders we built a customer journey map, considering previous findings.

Formulated product idea to address user needs

To shape up product value proposition, I conducted a workshop with PO, PMs, and developers to group desirable services based on user desires and pains. At this stage, we learned that most users are either time or price-sensitive. Also, all of them wanted to leave feedbacks to their professionals to help other people when selecting the one as well as cancel the session easily. Additionally, the users mentioned that they feel less pressure when scheduling the next session online compared to the offline experience, and some users tend to forget to schedule the next session. And we thought, what if users could define recurrence of next sessions? What if they could fix a time and days when they meet their professionals?

Created wireframes of the design value proposition

After aligning with the team and detecting the set of the most desirable services we’d be able to deliver within the next two sprints. And so, I started wireframing the solution.

My Sessions:

  1. Added “new invite”, “next sessions”, and “previous sessions” blocks;
  2. A user can reschedule or cancel the session;
  3. Included notifications on unread messages and reminders;
  4. Added direct access to all professionals search;
  5. Showed upcoming sessions reminder and the app updates tooltip.

Evaluating professional: function becomes available after the user had the session and disappears after been evaluated.

Scheduling multiple sessions: user can set recurrence of his appointments for a selected timeframe. All sessions are pre-booked and would require payment before attendance.

Next steps

  • Make a rapid prototype and validate it through conducting usability tests or user interviews.
  • Iterate according to the findings.
  • Design UI.
  • Update the Design System components.
  • QA the developed designs before launching.
  • Develop a strategy for quantitative research.
  • Track and synthesize gathered analytics data.

Key learnings

  • Personas and customer journey mapping helped the team to realize why some previous hypothesis will fail and to see more desired solutions by the users.
  • Change the design process gradually, proving upfront why and how it will work.
  • The team was excited to be included in the design process and felt that they make an impact.
View my CV

annkokhan@gmail.com

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