End to End Feature Development for Bloom, the Therapy that works for everyone
Bloom is the #1 self-guided therapy app to makes
therapy accessible and affordable for all.
01
THE GOAL
Promote guided experience & drive positive business impact
BUSINESS GOAL & OKR
A second aspect is to understand why users cancel their yearly Bloom membership in order to suggest actions to increase the yearly renewal rate.
USERS NEEDS
From previous research we know that Bloom users love the instantaneous relief they find from watching Bloom sessions (over 500+ sessions from burnout to anxiety, confidence to self-esteem, to inspiration and motivation) but they are missing a guided experience that will help them reach their long-term mental health goals. We also know that existing Bloom videos are too intense and long to watch daily. The users need a new core content experience on the app.
MY ROLE
User research, Concept development, User Testing, Final Design and Handoff
TOOLS & SKILLS
Dovetail, Figma, Mixpanel
02
THE CHALLENGE
Easy, fast, manageable daily
Millions of customers will start using Bloom regularly, but may become quickly overwhelmed by the demands of their daily lives. The assumption is that to make the app is successfully integrated into their routine, Bloom must find a way to make mental health maintenance as effortless as possible for its users.
03
THE RESEARCH
Quantitative Data
A consistent numbers of users don't renew their yearly subscription
Average completion of 2 lessons per week.
Users cancel their yearly subscription prior to their subscription expiration.
Qualitative Data
By running user research we discovered that:
Validate breaking down the lessons videos into shorter videos, spread over multiple days.
Understand if users find the content of the short videos helpful and actionable.
Users stop using the app because of lack of motivation.
Need of tracking progress overtime.
Lack of specific content for their issue.
“I would be more conducive to come back to the app if I feel it’s more a program than a random thing I select. In order to stick to something I need it to be laid out in front of me in a very decisive way.”
“A customized program based on my need. It's kind of gives me a goal every day.”
What users need
Curated aspect of programs, as well as having next sessions outlined for them so they don't need to search for the videos on the topic they are interested in.
Deep dive into programs on the topics they need the most, because single sessions don't solve their issue completely (self-love).
Users are excited about having recommendations for what programs to do next. Though they might not be always related to the topic they worked on before.
04
PROTOTYPING & TESTING
Usability Test
We design the first prototype and test it with users, which gives us a wealth of customer insights and guidance on the features to focus on for the app's core. We then iterated on the design for the second time and conducted another round of user testing.
LEARNINGS
Time limited programs instead of open-ended journey
User suggested several programs based on the symptoms in the onboarding
Programs are part of the today view (along with check-in and habits).
Iteration is the key to user & business satisfaction
We finally have a name for the new Core Content Experience: “Programs”.
Since developing new programs is a big investment for Bloom we want to test whether adding it to the app will bring added value to our users and evaluate the production and launching time.
TESTING MORE PROTOTYPES
We kept on iterating on the design multilple times, focusing the overall UX UI experience to be as simple and scalable as possible.
USER SURVEY
We run user surveys to understand the topics to cover first.
CROSS TEAM COLLABORATION
To launch a successful app feature, both Content & Product team need to work together to create a user-engaging, seamless experience. Through cross team collaboration, the Content and Product teams can leverage each other’s knowledge and experience to ensure the success of the new feature. By teaming up, the teams can create an engaging and powerful user experience that will help drive downloads, revenue and user satisfaction.
Launching Programs
Programs & Today view
GUIDANCE & PERSONALIZATION
Users are guided and suggested a Program through the Onboarding. The Program selection can take place on the Today view as well.
Once the user selectes a Program, this is added to their “checklist" of daily tasks.
Each Program is displayed on a day-by-day basis so that users can focus on their metal health easily, keep track of their progress and find their favorite guide.
Empower yourself.
Invest in your mind.
Dive deeper and work on your mental health with personalized programs and an ever-growing library of 500+ sessions from burnout to anxiety, confidence to self-esteem, to inspiration and motivation.
