Rethinking Selfapy's Acquisition Journey for various customer streams.
The objective of this project was to establish a streamlined and centralized check-out flow capable of converting users arriving through diverse entry points. Selfapy's customer acquisition involves multiple channels, allowing users to enter the check-out funnel from various websites. The challenge entailed identifying optimal customer acquisition streams and subsequently designing a seamless check-out experience tailored to each distinct entry point.
Mental health remains a sensitive topic and the number of people suffering from psychological illnesses is increasing. The problem is that many patients in urgent need of help do not have direct access to psychotherapy. On average patients in Germany have to wait 22 weeks to find a therapy placement.
Selfapy's vision is to fill this gap and provide immediate and flexible psychological help to everyone. I had the chance to support Selfapy, one of Germany's pioneering start-ups in the field of digital health, taking the leap to a completely new online therapy experience.
In the research phase of this project, I interviewed multiple patients suffering from depression and therapist and used the insights from the interview to create a patient journey map. This map provided a good overview on what the patients go through, which actions they take, what they struggle with and how they feel. With this overview we were able to identify the touch points, when and how patients reach out for help and used this information to discover where we could jump in and potentially provide support when they need it the most.
Selfapy acquires their customers through different streams and allows users to come from various entry-points into the check-out funnel.
The challenge was to first identify the ideal customer acquisition streams and then to create a smooth check-out experience for each stream. Therefore we needed to find out where Selfapy's customers are coming from. After tracking the web traffic and analysing all possible entry points such as partner websites, health insurance websites, social media channels, blogs, partner or doctor referrals and landing pages, we were able to define the three most important acquisition streams for Selfapy.
STREAM 1: Customers that come through a partner (health insurances and BGM)
STREAM 2: Customers that come through a doctor referral
STREAM 3: Customers that come independently through online/offline marketing
Due to a new German law (Digitales Versorgungsesetz) in 2021 , doctors are allowed to prescribe digital products (DiGA) to their patients. The costs for certified digital product/service would then be covered by the health insurances. This was a unique business opportunity that would allow Selfapy to reach more patients and provide psychological help free of charge.
The news about the DVG law highly influenced our design process. We decided to be one step ahead and therefore decided to optimise our customer acquisition flow for customers with a doctor prescription before the new law was released.
We talked to a group of doctors to better understand how the prescription process with the help of a referral code could potentially look like and to find out what data would be needed to fulfil the requirements of the health insurances. We mapped out the required parameters into various funnels for each acquisition stream.
We initiated the design phase by crafting both web and mobile screens aligned with the established flow map. The initial concept underwent rigorous testing through user feedback using a clickable prototype. Through subsequent iterations, we successfully streamlined and minimized the complexity of the check-out flow.
In the final design, we introduced a user-friendly cart system on the website, enabling users to pre-select most parameters seamlessly. This innovative approach automatically guided users into the new check-out funnel with pre-filled data, enhancing efficiency and user experience.
The outcome was a finely-tuned solution that optimized and shortened the funnel for each acquisition stream. The final design ensures that users are presented only with the necessary information and options relevant to their specific customer stream, culminating in an intuitive and efficient check-out process.
