Stress Test Web Experiment
Project Background
In H2 of 2022, our product and design team initiated a growth workshop with a goal to drive more organic traffic to discover our product, the Mindstrong mobile app. The project was also to experiment our expansion into web offering and tested how the web platform would be received.
Define
We held a 3-day workshop session with our marketing, data science, engineer, and clinical teams to identify areas of opportunity. During the first day of the workshop, we jointly developed our mission statement, business goals, and high level project milestones.
During the second day, we conducted desk research on the competitive landscape and target audience. We had also set the goal for this experiment to provide our product offerings to potential members who may or may not have severe mental health illness.
The goal was not to diagnose—it was to invite people who were curious about their mental health and how Mindstrong could help.
Our target audience were 24-35 years old, women, and lower income. We identified our target audience based on their unique wants and needs, experiences, and demographic background.
“I want an easy way to understand where I’m at and how Mindstrong can help.”
On the final day, we decided on the topic of the website. Together with our clinical team, we knew that we didn’t want the website to give out any diagnosis nor approach any topic that was too personal or complicated right in the beginning. We agreed that keeping it broad but relatable to anyone was the way to go. Hence, we landed on a Stress Test as the topic of the website.
Approach
As I was the one leading the design, I started off with mapping out a few high level user journeys to see all the possibilities of potential solutions. This way, I was able to quickly get a better understanding of how many core pages we needed in order to accomplish our goal. I then walked through these user journeys with the rest of the team to further iterate and got sign off for next steps.
First option showing MVP approach
Final option showing partial survey results as an incentive
When I started on the design direction, I knew that I wanted the visuals to be clean, airy, and empowering without being too heavy. Since the topic was a Stress Test, I didn’t want people who discovered our website to be stressed! The design went through multiple rounds of iteration.
Final Design: Desktop view
Learnings & Conclusion
We partnered with our marketing team for the project launch and outreach campaign. After a few weeks, we found ourselves a few successes and quite a lot of areas for improvement.
Success:
We were able to reach upwards of 2,000 people who had interest and interacted with our website
Internally, this project proved our collaboration cross-functionally and speed to launch were on point
Areas of improvement:
Although many people interacted with the website and finished the stress test, the result page instructions were not clear enough that people needed to click on a link to view their detailed result
We saw many people clicked to open the email however a majority of them (70%) didn’t convert
Finally, we ultimately had little success with conversion from this experiment. Our marketing team recommended that we could increase our ad budget for a wider outreach however we decided to put a pause on the project until we could come up with a better solution.