Lepal.AI
Conducted detailed user engagement analysis to drive design improvements, boosting satisfaction and engagement among Gen Z and Millennial users.
Role: UX Researcher, UX Designer
Team: UX Researchers 4, UX Designers, Lead UX Researcher, Product Manager, Company Host
Timeline: Sep 2024-Nov 2024
Tools Used: Dovetail, Figma, Fig Jam, Notion
Introduction
LePal.AI is a next-generation mental health platform designed to address the unique needs of Generation Z and young Millennials. With rising concerns about mental health issues like anxiety, depression, and social isolation among this demographic, LePal.AI offers an AI-driven, personalized, and accessible solution. Positioned as the "Duolingo for mental health," the platform aims to provide digital therapy through engaging, culturally relevant experiences tailored to the young generation's preferences and lifestyles.
Problem Statement
How effective is LePal.AI at meeting the mental health needs of Gen Z and Young Millennials? What pain points do users experience with the current product, and how can the user experience be improved to foster more engagement and well-being?
Target Users
The target participants are Gen Z (ages 16-24) and Young Millennials (ages 25-35) seeking accessible and affordable mental health solutions.
And users who are dealing with issues such as anxiety, depression, or other mental health challenges.
🎯 Research Goals:
Research Goal 1: Gain a deeper understanding of current LePal features and their effectiveness.
Research Goal 2: Identify user pain points, motivations, and satisfaction levels with the current product.
Research Goal 3: Explore opportunities to enhance user experience, drive higher engagement, and improve long-term retention.
🕵️ The plan:
Research Methods:
Primary Research:
A mixed-method approach combining usability testing and in-depth interviews.
Secondary Research:
Finding a comparison of the key features across the main competitors in the mental health app space.
Research Timeline:
Phase 1:
Week 1:
Preparation (Recruitment, creating interview guides, and usability tasks) — [09/10/2024] to [09/15/2024]
Week 2:
Data collection (Usability testing and interviews) — [09/16/2024] to [09/23/2024]Week 3:
Analysis and synthesis — [10/24/2024] to [09/30/2024]Week 4:
Final report and presentation — [10/01/2024] to [10/05/2024]
Tools:
Zoom (for interviews), Figma (for usability testing prototypes), Google Forms (surveys), and Notion (for documentation), Dovetail (User interview analysis and mapping).
Success Criteria:
To learn if the users complete a therapy session and engage with the other features without confusion.
To identify the pain points and emotional triggers in using the app.
To validate that LePal’s unique features, like AI therapy and virtual spirit nurturing, improve engagement and well-being.
Phase 1 Research
Primary Research
Accessibility Evaluation
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1.1 Text Alternatives
[x] Non-text content has text alternatives (e.g., alt text for images).
[ ] Multimedia content has captions and other alternatives.
1.2 Time-based Media
[ ] Audio-only and video-only content has alternatives.
[x] Captions are provided for all live audio content.
1.3 Adaptable
[ ] Content can be presented in different ways without losing information.
1.4 Distinguishable
[x] Text and background have a sufficient contrast ratio.
[x] Text can be resized up to 200% without loss of content or functionality.PrincipleDescriptionNotes1.1 and 1.4
Non-text content has text alternatives (e.g., alt text for images). The use of icons and images should be accompanied by appropriate alternative text or labels to provide context for users who cannot see them.
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2.1 Keyboard Accessible
[ ] All functionality is available from a keyboard.
2.2 Enough Time
[x] Users have enough time to read and use the content.
[x] Moving, blinking, scrolling content can be paused, stopped, or hidden.
2.3 Seizures and Physical Reactions
[ ] Content does not design to known seizure-triggering patterns.
2.4 Navigable
[x ] There are ways to help users navigate, find content, and determine where they are.
PrincipleDescriptionNotes2.1 and 2.4Navigation:The app seems to have a simple navigation structure with a bottom bar, but it's unclear if there are any keyboard shortcuts or alternative input methods for users who cannot use a touchscreen. Focus Management: The app should provide clear visual indicators of focus to help users navigate efficiently.Focus indication: When the text field is focused, provide a clear visual cue, such as a border or a color change, to indicate that it is ready for input
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3.1 Readable
[ ] The default human language of each web page can be programmatically determined.
[ ] The language of each passage or phrase in the content can be programmatically determined.
3.2 Predictable
[ ] Web pages appear and operate in predictable ways.
[ ] When any component receives focus, it does not initiate a change of context.
3.3 Input Assistance
[x] Help is available for users who need assistance with inputting information. -
4.1 Compatible
[ ] Content is compatible with current and future user tools (e.g., assistive technologies).
Alternative Text: The use of icons and images should be accompanied by appropriate alternative text or labels to provide context for users who cannot see them.
Focus indication: When the text field is focused, provide a clear visual cue, such as a border or a color change, to indicate that it is ready for input.
Contrast Ratio: The image's contrast ratio is 2.55. This ratio is based on an estimated foreground color of #000000 and an estimated background color of #484E65. Consider increasing this ratio to 3.00 or greater.
User Recruitment and Interviews
After sending out user surveys, recruited participants to gain insights about their current mental health habits and interest in LePal.
Survey Result:
I received 17 responses through the screener survey. For those who expressed interest in using Lepal, I sent them the iOS and Android link and then followed up with them for in-depth interviews to better understand their needs and gauge their experience with the Lepal app
30% of the people experience anxiety weekly.
41% of the people manage their mental health well.
52% of the people said that lack of time prevents them from using mental health apps.
64% of people are interested in using easy-to-use mental health apps.
58% of people range from 16 to 20 years of age range.
88% of people are students enrolled in schools/colleges.
User Interviews
The primary objectives of this user interview were to uncover:
General Experience:
How was the user’s overall experience with the LePal app?
How do users feel when using the app? Did it help them with their mental well-being?
What features do users like the most and why?
What is that one feature that the user would like to change? (Follow up why)
Specific Feedback:
What features users didn’t enjoy? (Follow up why)
To identify the user’s technical difficulties or moments of frustration while using the app.
To identify the user’s interaction with the design, layout, and overall usability of the app.
Exploring Engagement:
To learn about the moments that encouraged users to keep using the app.
To learn if users would like to change anything to improve their experience.
Quantitative Satisfaction Questions:
Overall Usability:
On a scale of 1 to 10, how a user would rate the overall usability of the LePal app?
Feature-Specific Satisfaction:
On a scale of 1 to 10, how satisfied users were with the AI Therapy feature?
How would the user rate the weekly reports from Spirit in terms of helpfulness and clarity (1 to 10)
To learn if users would recommend Lepal to their friends.
Insights from User Interviews Analyzed with Dovetail
Positives
Unique experience: Users appreciated the app for providing a cool and unique emotional connection and journey.
Therapy features: Users liked the therapy plan and weekly letters, considering them thoughtful and supportive.
Self-tracking: Users valued the ability to track emotions and feelings over time, making it a key feature.
Encouraging sharing: Several users mentioned they would recommend the app to friends and family for mental health support.
Negatives
Not satisfied with the rewards: Several users expressed dissatisfaction with the rewards system, especially concerning redeeming points and the value of these rewards (e.g., outfits and small tokens). They found these rewards are not useful for long-term engagement.
Timed interaction with Spirit: Some users found that their response got over before time and just for the sack of completing 10 minutes during the therapy session, they were engaging in talk.
Missing functionality: Users mentioned that the back arrow button was absent on certain pages which made the app close accidentally specifically on the Android version. (e.g., no back button on the profile page where it shows insights and letters and friends squad page).
Confusion in the bottom navigation bar: Some users struggled with the app's navigation, and got confused with the journaling and notes icons and profile icon.
Usability Rate
Moderately positive: While users expressed appreciation for specific features (emotional tracking, weekly letters, and Therapy Planet), there was noticeable room for improvement in technical functionality and meaningful interactions.
Potential for recommendation: The willingness of users to recommend the app to others is an indicator of satisfaction. THE CURRENT USABILITY RATING IS 74%, though some improvements could push this rating higher.
Frustrations
AI interaction (Spirit): Users were frustrated by the lack of personal depth in the AI responses, feeling they were talking to a machine rather than having a meaningful conversation.
Crashes: Android Users were frustrated with the app's performance, including slow loading times and crashes.
Missed input: Users noted that at times, their inputs were not recognized especially recording their answers, which added to their frustration when trying to engage with the app.
Edit responses: Users were not able to edit their responses.
Key Insights
Therapy and self-tracking are highlights: The emotional journey tracking through weekly letters from the spirit and self-tracking aspects are well-received by users, suggesting these features are central to user satisfaction.
Improvements needed in interaction quality: Enhancing Spirit's conversational abilities and the feedback system would increase user engagement and reduce frustration.
Onboarding and tutorials could improve understanding: Users want clearer help guides, video tutorials, or onboarding instructions to better understand how the app works, which would improve overall user experience.
Reward system overhaul: Users feel the current rewards (like outfits) lack meaning. Introducing more valuable or motivational rewards could improve retention and user satisfaction.
User Persona and User Journey
Recommendations and Findings
Crashes: Android Users were frustrated with the app's performance, including slow loading times and crashes.
Not satisfied with the rewards: Several users expressed dissatisfaction with the rewards system, especially concerning redeeming points and the value of these rewards (e.g., outfits/ Cosmetics). They found these rewards are not useful for long-term engagement.
Missed input: Users noted that at times, their inputs were not recognized, especially recording their answers, which added to their frustration when trying to engage with the app. Recording feature didn’t work properly. Also, users were not able to edit their answers.
Confusion with Navigation: Some users struggled with the app's navigation, and got confused with the journaling and notes icons and profile icon.
Lack of proper engagement: Users expect more engagement with the spirit character.
Analysis of Drop outs:
UI/UX Improvements:
Onboarding Video:
A short video will guide new users through the app’s features, reducing the learning curve and promoting engagement.Alt Text for Icons and Images:
Alternative text will be included for all icons and images to enhance accessibility for screen reader users.Focus Indicators on Navigation:
Clear visual focus indicators will help users, especially on the bottom navigation bar, to support with the assistive technologies.Customizable Session Timer:
Users will be able to adjust the 10-minute timer, and a notification will be added near the session’s end to give them control and reduce abrupt endings.Edit Response Option:
An edit response option will be enabled, allowing users to adjust responses for more accurate and effective communication.
Long-Term Retention Features Suggestion:
Meaningful Points Redemption: Shifting rewards from cosmetic upgrades to impactful benefits, allowing users to redeem points for valuable experiences like extended premium access or exclusive workshops.
Enhancing Spirit Character engagement: By making Spirit more interactive, users will feel motivated and connected on a personal level.
Enhancing Mood Tracking: Enable mood tracking at the start of each Therapy Planet session to personalize interactions based on users' current emotional states.
Community Engagement: Foster support and relevance by introducing community groups based on shared interests and challenges, offering a platform for users to connect and share experiences.
Phase 2 Research
After completing Phase 1 research individually, we were divided into collaborative teams of UX researchers and designers for Phase 2 to build on the findings. Weekly tasks were structured to ensure seamless progress and focused outcomes
Week 1: Designing Streak Features
Conducted user interviews with 10+ heavy users to understand expectations for streak and check-in features.
Collaborated to synthesize insights, focusing on goal-setting visualizations and gamification strategies.
Designed and tested two high-fidelity prototypes with 10+ new users, gathering feedback to refine designs.
Week 2: Enhancing Spirit Character Engagement
Worked as a team to brainstorm Spirit character integration into two core features: journaling and AI therapy.
Designed high-fidelity mockups demonstrating Spirit's presence to foster user connection and retention.
Week 3: Homepage Redesign & Core Feature Optimization
Redesigned the homepage for intuitive navigation, ensuring clarity and easy access to key features.
Optimized interaction design for AI Therapy and Spirit Chat, collaboratively assessing whether to merge or keep them separate.
Week 4: Payment Page Redesign
Conducted team-based user research on demographics, payment habits, and willingness to pay.
Designed a high-fidelity payment page prototype with user-preferred payment methods and incentives.
Week 1: Designing Streak Features
Here's a summary of the key user insights from the interviews on the streak feature:
Guilt-Free Streaks Encourage Persistence:
Users dislike being penalized for missing days, which demotivates them. Introducing a "streak freeze" or forgiveness option could help maintain user engagement.
Clear Visual Feedback is Essential:
Graphical feedback, such as progress bars or calendars, is highly valued by users, as it helps them track their progress visually.
Preference for Flexible Streaks:
Weekly or non-linear streaks feel less stressful for users compared to strict daily streaks, making them more achievable and enjoyable.
Therapy Planet Drives Engagement:
Many users log into LePal primarily to use the Therapy Planet feature for stress and emotional management. Incorporating streaks into this feature could naturally encourage retention
After gathering insights into users' preferences regarding streaks, we developed a high-fidelity prototype. I was responsible for designing Prototype B.
High Fidelity Design
Key Insights from User Surveys
Through user surveys, we gathered insights into user preferences between two prototypes of the app. Prototype B was overwhelmingly favored due to its user-centric design features, motivating rewards system, and overall ease of use.
Quantitative Data Supporting Preferences
Streak Feature Motivation Survey Results:
Prototype A: Chosen by 33.3% of users.
Prototype B: Chosen by 66.7% of users.
Insight: Users felt more motivated by the features offered in Prototype B, such as meaningful rewards and better clarity.
Clarity of Streak Tracking (Prototype B):
44.4% rated it "5 - Very clear."
44.4% rated it "4 - Clear."
Only 11.1% rated it as "3 - Somewhat clear."
Insight: 88.8% of users found the streak tracking feature in Prototype B very clear.
Clarity of Streak Tracking (Prototype A):
33.3% rated it "5 - Very clear."
22.2% rated it "4 - Clear."
22.2% rated it "3 - Somewhat clear."
22.2% rated it "2 or 1 - Unclear."
Insight: Users were more divided in their opinions about Prototype A, indicating areas for improvement in clarity and design.
88.8% of users found the streak tracking feature in Prototype B clear and intuitive.
Week 2: Enhancing Spirit Character Engagement
Designed the spirit character more engaging for AI Therapy Planet. The Spirit character will act as a companion, much like a physician checking on a patient's emotional state before providing support, which helps to humanize the AI and build trust.
Spirit could offer tailored advice based on how the user feels (e.g., sad, frustrated, happy). This would make the interaction feel even more customized, further enhancing user retention.
Week 3: Homepage Redesign & Core Feature Optimization
Redesigned the homepage features providing users with clearly labeled buttons for quick navigation. A welcoming message, "Your journey to well-being begins here," sets a positive tone. And placed the Spirit character at the center, creating a focal point.
A bottom navigation bar ensures seamless access to key areas such as Quests, Friends, and Shops, maintaining ease of use.
The profile section is designed for simplicity and personalization, offering users easy access to manage their accounts, data, and subscriptions. Key features include:
Customization: Users can edit their name and Spirit’s name effortlessly.
Data Management: Flexible options to delete data by age (1, 3, or 6 months) with confirmation steps to ensure privacy and prevent accidental deletions.
Subscription & Support: Quick access to premium upgrades, help resources, and issue reporting.
The clean and intuitive layout ensures users can navigate, customize, and control their app experience with ease.
BEFORE
AFTER
Week 4: Payment Page Redesign
Based on user survey insights, we found that users, particularly students, are willing to pay within the range of $5 to $10 per month. Considering the financial constraints of students, we’ve set an accessible price point of $5/month or $59.99/year to ensure affordability. As the app gains popularity and establishes a solid user base, we can explore gradually adjusting the monthly fee to $10–$15 to reflect added value and growth.
Offering a 15-day free trial with select features is an excellent way to let users experience the app’s value before committing to a subscription. Here’s a breakdown of how we could present both free, basic and premium feature sets:
Free Trial Features (15 Days)
Provided unlimited access to all the features (free for 15 days).
Basic Features
Limited AI Therapy Coach Sessions: Allowing 1 session per day, giving a taste of mental health support while hinting at more comprehensive options in the premium version.
Basic Chat: Provided a basic chat facility to help users experience the app’s unique interactive element.
Guided Meditation: Allowing 1 session per day, and giving a taste of meditation would help them learn the importance of meditation in their well-being.
Premium Features (Post-Trial)
Unlimited Therapy Planet Access: Grant unlimited coaching sessions and resources, providing comprehensive mental health support.
Insights and Letters from Spirit: Include personalized insights, motivational letters, or reminders to increase engagement and emotional connection.
Guided Meditation: Offering a library of meditation sessions, ideal for users seeking mindfulness and relaxation.
Premium Chat: Provide unlimited chat facility to users to guide and support them 24x7.
Discounts & Double Rewards (2X): Encourage long-term retention by rewarding users with discounts on in-app purchases and double points on activities.
57% of Users are willing to pay $5 to $10.
Future Directions
Expanding Gamification Features
LePal.ai could incorporate seasonal challenges and quests that are time-sensitive, keeping users actively engaged. For example:
Seasonal Themes: "Mindful Spring" or "Stress-Free December" events could include special tasks like guided meditations, gratitude journaling, or stress-reducing exercises.
Exclusive Rewards: Offer limited-edition items, such as Spirit customizations, badges, or background themes, that can only be unlocked during specific seasons.
Benefits to Users:
Enhances engagement by adding a playful and competitive layer to mental health practices.
Encourages long-term usage through meaningful incentives.
Creates a sense of pride and accomplishment in mental health progress.
Education and Self-Help Content
Build a robust, categorized library of resources that users can access to better understand mental health and self-care techniques.
Categories: Topics such as anxiety management, dealing with loneliness, improving self-esteem, and career stress.
Formats: Include articles, videos, infographics, and step-by-step guides tailored to various learning preferences.
Benefits to Users:
Empowers users with actionable knowledge to improve their mental health independently.
Supports different learning styles and preferences, from visual to hands-on activities.
