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Pelvic Floor Mobile Redesign

Mobile physical therapy app that helps patients strengthen their pelvic floor

Timeline:

7 months

Tags:

Mobile / High-fidelity / Shipped

Role:

Primary designer / User researcher

Impact:

Increased sign up rate by 20%

step 1:

Context

What is Pelvic Floor Pro?

The ultimate mobile companion for strengthening and maintaining a healthy pelvic floor, Pelvic Floor Pro provides personalized plans, expert-guided exercises and progress tracking - all in one convenient place!

With a monthly or annual subscription, patients can gain access to easy-to-follow exercises tailored to their needs and empowering them to take control of their health.

Our Target Users

Women's health apps usually focus on pregnancy as opposed to postpartum care or pelvic floor issues, due to the stigma around it. Thus our goal was to help patients such as Lauren and Diana with pelvic floor issues, an underserviced yet important area.

Quantifying the Issues

I worked with the product owner to establish our current metrics and used our Revenuecat analytics to find benchmark metrics for the free trial sign-up rate and churn rate. Patients typically signed up for free trials at a rate of 5% and churned at a monthly rate of 13%.

Redesign Objectives

  1. Increase average free trial start rate from 5%

  • Redesigned onboarding experience (A/B tested new paywall)

  • New email marketing campaign

  1. Decrease monthly churn from 13%

  • Set up cancellation retention discount

  • Google Play and Apple Store

step 2:

research

Heuristic Audit

I conducted a heuristic audit of the existing mobile experience in Figjam. After reviewing takeaways with the product owner, we decided to focus on redesigning the onboarding flow which had the most pressing issues related to consistency and minimalist design.

Competitive Audit

We looked at the onboarding flows of 10 other health apps and came away with inspiration for how to demonstrate provider expertise, provide incentives during onboarding and provide guidance to patients.

step 3:

increasing trial starts

Onboarding Redesign

I worked with the product owner to simplify the onboarding flow for new users by reducing the screens by 10 and saving 15 seconds as seen below. The main change was replacing the 20-question PFDI form with more engaging screens that check in on the user naturally while still gathering enough information to provide a custom plan.

Paywall A/B Test

A key moment of the onboarding process was reaching the paywall where patients would decide whether to sign-up or exit out of the app. I redesigned the paywall screen to be more accessible with a clearer CTA at the bottom of the screen, new UX writing and a clearer "X" icon to exit out of the screen. We A/B tested the redesigned screen with the original within Revenuecat and found that the new screen scored 2x the amount of paywall sign-ups!

Email Marketing Strategy

We created an email marketing campaign with Sendgrid that triggers when the user creates an account during the onboarding flow. Our goal was to encourage the user to continue the onboarding flow and ultimately start the free trial. Based on user's responses to the onboarding questions, we would send them the appropriate email campaign (out of the 9 possible plans) that gives them free guidance on their problem area.

step 4:

decrease monthly churn

Cancellation Retention Discount

To decrease our monthly churn of 13%, we created a cancellation retention discount within RevenueCat so that when a user goes to cancel their subscription, we intercept with retention offers in both the App Store and Google Play. As of now, the churn rate has stayed at 0% since this launched, but we are still monitoring as the results are preliminary.

step 5:

final experience

Final Mobile Experience

‍You can view the final mobile experience below, separated into three main areas: Onboarding, Scheduling a Visit and Completing a Daily Workout

Onboarding

Onboarding

Candidates often submitted expense reports without uploading their required receipts, often because they lost the receipt.

To solve this issue, we created a new feature for candidates to bypass the receipt upload by adding a missing receipt declaration. Thus payroll admins would know they lost the receipt and would not reject the expense report for not having one.

Candidates often submitted expense reports without uploading their required receipts, often because they lost the receipt.

To solve this issue, we created a new feature for candidates to bypass the receipt upload by adding a missing receipt declaration. Thus payroll admins would know they lost the receipt and would not reject the expense report for not having one.

Scheduling a Visit

Scheduling a Visit

Candidates often submitted expense reports without uploading their required receipts, often because they lost the receipt.

To solve this issue, we created a new feature for candidates to bypass the receipt upload by adding a missing receipt declaration. Thus payroll admins would know they lost the receipt and would not reject the expense report for not having one.

Candidates often submitted expense reports without uploading their required receipts, often because they lost the receipt.

To solve this issue, we created a new feature for candidates to bypass the receipt upload by adding a missing receipt declaration. Thus payroll admins would know they lost the receipt and would not reject the expense report for not having one.

Completing Daily Workout

Completing Daily Workout

Candidates often submitted expense reports without uploading their required receipts, often because they lost the receipt.

To solve this issue, we created a new feature for candidates to bypass the receipt upload by adding a missing receipt declaration. Thus payroll admins would know they lost the receipt and would not reject the expense report for not having one.

Candidates often submitted expense reports without uploading their required receipts, often because they lost the receipt.

To solve this issue, we created a new feature for candidates to bypass the receipt upload by adding a missing receipt declaration. Thus payroll admins would know they lost the receipt and would not reject the expense report for not having one.

step 4:

reflection

Reflection

I thoroughly enjoyed working on this project and seeing the real-world impact on the patients, some of whom I knew personally. This was a great experience in iterating with developers and managing stakeholders, from running the calls when the product owner was away, to iterating closely with the developers who were in different time zones. Overall, I am proud to have designed for Pelvic Floor Pro and to have contributed to the health of its users.

Stakeholder Quotes:

Insert quote here

Product Owner

Pelvic Floor Pro

selected work

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