Total Brain Registration
Background: Total Brain is a mental health startup that partners with corporate wellness programs to offer a clinically validated mental health assessment and to provide personalized self-care tools and techniques.
Issue: Only 14% of all corporate clients had completed the registration process to date.
Objective
Improve registration rates for corporate clients to increase the user base for the Total Brain platform.
Strategy
Create separate onboarding experiences to more effectively cater to defined user personas.
Before: A Page In search of an audience
The original corporate registration page contained very little context to what users were signing up for through their employer. There was a lack of value propositions that spoke directly to prospective clients and their specific needs, and the description of what the product could offer was scant and vague.
define user personas
I worked with Total Brain product designer Jackie Ansell to conduct unmoderated interviews with 15 existing clients to get a better sense of how the Total Brain client base viewed mental health, what they prioritize when improving their mental health, and how Total Brain can assist in their personal goals.
Our research found that we could broadly define user personas by whether they prefer to use self-care tools in the moment, or if they’d rather pursue a long-term plan to improve over time. We named them Marissa and Samuel, respectively.
Samuel tended to desire measure-based improvements and metrics, whereas Marissa desired coping strategies to curb her anxiety in the moment.
Show the value Up front
Now that we understood Samuel and Marissa’s needs, we had the power to leverage our value propositions in order to serve them better. I held multiple brainstorming sessions with product, design, and C-suite teams to get a consensus of the top-level concepts to frontload for all users, including The Total Brain Assessment, the library of stress management tools, HIPAA compliance, and the Total Brain mobile app.
We also held subsequent user surveys to get a clearer idea of what information we were missing. We found that users were not aware that the platform was free of charge through their employer and whether their mental health data would remain confidential. I adjusted the content to drive home all of these concepts and gaps in understanding.
Forging A new Direction
As Total Brain’s sole UX writer and content strategist, I proposed we create a registration experience that empowers each persona to explore how the platform can meet their needs.
I then held 3 brainstorming sessions with product, design, and C-suite teams on how best to integrate this strategy within the webpage while retaining our brand values and refraining from creating cognitive load for users. With our personas defined, I set out to streamline Total Brain’s internal value propositions with external content to speak directly to both Samuel and Marissa on their terms. The result was a “choose-your-own-adventure“ experience that utilized cards, videos, and distinct value propositions that appeal to Samuel and Marissa.
Final screens
Samuel’s “path” focuses on aspects of Total Brain that prioritize metrics, assessments, and goal-setting.
Marissa’s “path” highlights the content library of self-care tools and provides a breathing exercise example.
Impact
A 2X+ increase in registration for a total of ~32% registration among eligible corporate clients.