PROJECT SUMMARY
Ahum is a Swedish company dedicated to improving mental well-being through an online platform and app.
To increase user engagement with their mental health services, we addressed key concerns around privacy and discomfort. This includes organizing targeted workshops for employees, offering an optional personality test for personalized experiences, and sending motivational notifications to boost engagement.
Current challenges
Ahum currently struggles with user engagement, relying solely on monthly emails to bring back users. They acquire business customers through cold calls, Google ads, events, and LinkedIn ads. Customer satisfaction is not measured as there is no feedback mechanism, though questions are asked via email after the first session.
Goal - Increase the number of active app users!
UNDERSTANDING THE USER
Overcoming research limitations
A major challenge was limited access to Ahum users. To address this, we asked ourselves:
Why and at what stage is Ahum losing their users?
What is the general attitude toward using these services through work?
Does stigma around mental health prevent users from using these services?
Are there any issues with the app that hinder users from continuing to use it?
After completing each research method, we analyzed the data to draw conclusions and extract key insights. This process helped us pinpoint the core problem and ensured we were addressing it effectively. We categorized the insights into three groups below.
Information about Ahum is not coming to employees
Information about Ahum's services may not reach employees, as they rely solely on managers.
Introducing Ahum through managers can be challenging due to strained relationships and concerns about app monitoring.
Employees overlook onboarding emails resulting in only 10% conversions.
Concerns about workplace mental health services
Discussing mental health at work can often be avoided.
42% feel uncomfortable about using this kind of service through their employer due to privacy concerns.
Employees with past confidentiality issues are reluctant to try similar services again.
27% reported that work negatively affects their well-being.
There is stigma associated with psychotherapy. Only 30% of all respondents used some form of psychotherapy.
Issues with the current app
Confusing navigation
Unclear icons and titles
Slow loading times due to reliance on the web platform.
Language inconsistency and poor grammar.
Lack of descriptions for self-help guides.
Uninspiring user interface and content.
The system is insecure, lacking confirmation and assurance that certain steps will be taken
Disruptive pop-ups
AN opportunity FOR IMPROVEMENT
HMW demonstrate the value of the app's features to enhance usage while addressing identified pain points and improving user experience?
So, what can we do?
Clearly communicate the benefits of Ahum directly to end users through targeted workshops.
Providing clear privacy information and assuring employees of the confidentiality of Ahum's services in onboarding emails.
Finally, personalizing the app to align with users' interests and goals, ensuring intuitive navigation, captivating content, and an easy feedback mechanism that empowers users to share their thoughts with Ahum at any time.
We brainstormed ideas and categorized them into three groups: informing employees about the Ahum's services through workshops, revamping onboarding emails, and enhancing the app itself.
Prioritizing ideas with an Impact-Effort matrix
Impact - Effort matrix is always good to see which ideas are actually worth of doing.
our solution
Our solution is divided into three phases:
Workshops to build trust and ease around mental health
Enhancing the trustworthiness of onboarding emails
App optimization and personalization for encreased engagement
Creating a safe space
To address discomfort around mental health and distrust in managers, we proposed workshops that create a safe space for open discussion and provide transparency on how the app and data collection work, helping users feel more confident in using Ahum's services.
Enhancing the trustworthiness of onboarding emails
To address the low engagement with Ahum's onboarding emails, our new approach focuses on capturing users' attention from the start to boost interaction and drive immediate involvement.
Present Ahum as a trusted service and its benefits
Clarify who covers the costs and emphasize that Ahum is accessible to all
Use A/B Testing to continuously test different elements of of the email to
identify what resonates best with Ahum's audience and optimize accordingly
We’ve added a direct link to the updated Ahum Works webpage, separating information for managers and employees. By assuring users of secure data handling and providing transparent details on data usage, we build trust and encourage greater engagement with the app.
We recommend an optional personality test for new users during their first login. This test tailors the experience to individual needs, helping users feel more comfortable and engaged from the start. By directing them to relevant resources, such as guides, exercises, and suitable therapists, we enhance the app's personalization and relevance.
To address user challenges, we propose adding a feedback function to the app. This feature will gather user feedback over time, allowing Ahum to identify patterns and resolve issues quickly. By continuously improving the app based on user input, we enhance the experience and demonstrate Ahum's commitment to valuing feedback and meeting user needs.
Key learnings and recommendations
One of our main challenges was the inability to contact actual Ahum users, prompting us to explore alternative ways to identify where user drop-off occurred.
Surveys revealed that most respondents felt they didn't need mental health support, lacked the time to engage with similar apps, or expressed concerns about privacy issues.
We could only hypothesize that Ahum might be losing users early due to insufficient information from managers and minimal promotion of the service.
Future development suggestions:
While a full app redesign was beyond our scope, we focused on adding features to enhance personalization and engagement. With more time, we would develop a comprehensive solution that incorporates engaging content for a more enjoyable and beneficial experience.
Analytics and A/B testing
Implementing tools like Google Analytics and Hotjar would offer valuable insights into user behavior, enabling precise analysis and improvements. Conducting A/B tests for email campaigns and the app would help identify factors driving user engagement and optimize accordingly.
Usability testing
Our proposed solutions were designed with privacy and user comfort in mind. Future user testing would focus on assessing engagement levels and user satisfaction, particularly in addressing privacy concerns.
This project highlighted the importance of understanding user concerns and behaviors early in the customer journey. By tackling privacy concerns, making information clearer, and making the app personalized and fun, we can get more users to engage and stick around.
We want to change how people see mental health support, turning it from something intimidating into a helpful tool for self-improvement. By creating a positive, supportive space in the app, we believe we can boost engagement and show users the true value of Ahum's services.
Go to Final Design