Challenge: How might we support novice therapy-going users between two therapy sessions at any time?
Goal: Design a product/service that supports users to work through their feelings outside of therapy sessions
Duration :
15 weeks
Skills :
User Research
Journey mapping
Product Roadmap
MVP feature list
Product metrics
Wireframe Design
User Testing
Team :
William Collie
Lovell Casey
My Role :
Lead Strategist
Figjam notes of one of the interviews
Research
To understand more about our hypothesis based on desk research, we conducted 10 in-depth user interviews (60 minutes each) across the United States and India, engaging individuals at different stages of therapy—newcomers (0-6 months), those in therapy for 6 months to a year, and long-term participants. We also spoke with therapists to gain expert insights. By testing sacrificial concepts, we uncovered key reactions and behavioral patterns.
Our research revealed three distinct user types:
/ Energy Vampires - Low self awareness and regulation
/ Energy Mediators - Understand emotions but lack action
/ Energy managers - High emotional intelligence and compassionate, introspective, respective/ open minded
Beyond novice therapy users, we found out that our findings apply to a broader audience, including:
/Therapy Curious (considering therapy)
/ Facing Tough Times (without access to therapy)
/ Seeking Daily Life Support (coping with struggles)
/ Self-Development Enthusiasts (personal growth-focused)
Sacrificial concepts
"In the early stages of therapy I felt so lost. I felt alone. I felt abandoned….”
Ouora user, from market analysis.
Insights
Users spend hours texting their friends about their issues.
1.
. Technology
Many users learnt reframing exercises in therapy and like the exercises
“I started using my phone and laptop which is great cause I can vent and type quickly ”
“
. Therapy
Many users learnt reframing exercises in therapy and like the exercises
“No matter what someone says or behaves, she's been trying to inculcate that I have to pick myself up and get out of the situation/
2.
“She said, I just want you to know this is not permanent. This will pass. I needed to hear that."
3.
Journaling is a common coping tool widely practiced by users and recommended by therapists which mirrors therapy’s core values—reflection, expression, and self-awareness.
“I think it's a great way to be able to express yourself. It helps me get the emotion out.”
“I think it's a great way to be able to express yourself. It helps me get the emotion out.”
Benefits
"Ground me."
"Keeps me present in the moment."
"helps me park my thoughts."
"acts as a release from my feelings"
Synthesis
Making sense of gathered data from on-site interviews and desk research
To whenever they need it the most
A day in user's life/ customer journey map
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We heard them and incorporated their needs
We went from
A space to express
.
.
.
.
which would have made us like others
To creating
A space to express
reflect, inquire, receive guidance and track progress
.
our AI reflection tool sets us apart
Ideation Tools used
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Journaling
Benefits
- Grounding
- Releases emotions
- Increases awareness
- Present in the moment
"It's a great way to be able to express yourself. It helps me get the emotion out."
Key insights:
1. Journaling already provides awareness, reflection, and expression—the core benefits of therapy. The missing elements? Reframing and perspective/guidance.
2. Many digital therapy models are direct translations of traditional therapy, like chatbot conversations, which feel impersonal and ineffective.
3. We considered integrating LLMs but found that users distrust AI-driven mental health chatbots. They didn’t want unsolicited advice—they wanted control./
We initially assumed our users were early-stage therapy seekers (0-6 months in therapy). However, as we spoke to them, we realized self-development enthusiasts—people in therapy for over a year—were also looking for structured tools to understand their patterns and needs.The real gap? A tool that balances accessibility and flexibility for novice users—those new to therapy, considering it, or seeking support between sessions.
How did the insights impact our ideation? Why did we scrap our initial ideas and pivot to thought reframing?
From a bucket of 10-40 ideas, we scrapped multiple to focus on thought reframing instead of instant relief, sharing community, sensory destress as the core issue was - words build feelings - reality - actions. To address actions/ behaviour we needed to tackle user’s thinking and help them switch their thoughts to move their feelings. If we could address the root of the problem, we could offer the most value.
Selected Concept
Ideation
How might we create a magical bookstore experience that allows book lovers to discover their personalized book match?
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Selected Concept
Testing
Hypothesis and accuracy
Offer shelter to more sustainable Indian art, crafts and cultural businesses while promoting a sense of community for nature lovers.
Unique Selling Proposition (USP): A public park dedicated to art and culture that champions sustainability through Indian arts, artisans, crafts, and cultural programs, including festivals and markets. The park's theme revolves around nature-friendly practices, promoting traditional environmentally-conscious food practices, sustainable furniture for gathering areas, and nature trails for leisurely walks.
Finding
Brand Creation
vibe, reader type, social, planning
Pop-up Experience
Art to support nature
Offer shelter to more sustainable Indian art, crafts and cultural businesses while promoting a sense of community for nature lovers.
Unique Selling Proposition (USP): A public park dedicated to art and culture that champions sustainability through Indian arts, artisans, crafts, and cultural programs, including festivals and markets. The park's theme revolves around nature-friendly practices, promoting traditional environmentally-conscious food practices, sustainable furniture for gathering areas, and nature trails for leisurely walks.
Feedback
liked, disliked
Reflection
Despite having to shut down multiple shops due to low revenue, visitors still adore the place. It is because nature functions as art, offering beauty all year around. Also, where can one find a peaceful and refreshing atmosphere in the heart of Mumbai?
"We would like to offer you a job."
BTS
Despite having to shut down multiple shops due to low revenue, visitors still adore the place. It is because nature functions as art, offering beauty all year around. Also, where can one find a peaceful and refreshing atmosphere in the heart of Mumbai?
Team in action/ my role
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