ADHD Treatment Journey
Role
Sole product designer
Team
2 Developers, 1 Product manager
Duration
3 Months
Outcome
88% consultation completion
Setting the context
Drop-off point 01
The first drop-off happened after payment, on the ADHD dashboard.
After paying, members entered the new ADHD journey and explored what came next. Many left before continuing to the next stage of care.
32%
Members paid after starting assessment
42%
Left before adding an observer
Only 44%
Came back after dropping off
North star metric impacted
Observer addition rate
Supporting metrics impacted
Assessment completion rate
Qualified consultation created
Overall funnel conversion
Redash data
Low observer addition rate after landing on ADHD dashboard
We went back to the first few minutes of the journey.
To uncover the factors creating friction after payment and understand what was getting in the way of members moving forward.
Friction point 01
The hierarchy didn’t match the user’s state of mind
Friction point 02
The hierarchy didn’t match the user’s state of mind
Before asking users to take another step, we needed to make the journey itself feel clear and intentional.
Testing for motivation
We tried using the consultation as leverage.
We surfaced the consultation earlier in the journey, but kept it locked until members added an acquaintance. We thought making the next step feel closer would encourage completion.
Update 01
Consultation surfaced upfront instead of appearing unavailable
The unintended behaviour
The locked consultation made the next step feel urgent, but it didn't make the experience any clearer or more meaningful.
We surfaced the consultation earlier, while keeping it locked until members added an acquaintance. Our hypothesis was simple: give members a visible destination, and they'd be more likely to complete the steps leading to it.
But the behaviour told us otherwise
The lock didn't necessarily create understanding. It could simply create a hotspot to tap through.
Members shouldn’t have to earn access to care just to understand the steps that lead to it
The shift
The consultation shouldn't be the reward.
We removed the lock and gave members the freedom to view and change their consultation at any point. The acquaintance review remained required, but completing it was no longer a condition for accessing the appointment.
Update 01
Consultation surfaced upfront instead of appearing unavailable
Update 02
Steps were reordered around what the patient needed to know
But, one part of the journey needed more than clarity.
The observer step asked users to involve someone else in their treatment. That decision needed reassurance beyond a clearer screen.
Friction point 03
Not understanding why an observer is needed in their journey
We had to make involving someone else feel safe before asking users to do it
Reassurance within the app
We explained the ask at the moment of decision.
Reassurance beyond the app
We carried the context beyond the app
Outcome
More members made it through the journey
Reframing the observer step as a moment of reassurance, not just a required field, changed how members moved through the rest of the journey. The gains compounded across every stage that followed.
67%
Increase in observer addition rate
36%
Decrease in post-payment drop-off rate
46%
Increase in members returning to continue
Drop-off point 02
The second drop-off happened between booking and joining
Even after completing the assessment, adding an observer, and getting a confirmed consultation, many members still cancelled before joining.
30%
Completed consultations
62%
Consultations cancelled by members
Only 32%
Consultations were rescheduled (8 of 18 cancelled consultations)
North star metric impacted
Consultation attendance rate
Supporting metrics impacted
Consultation rate
Consultation completion rate
Redash data
High cancellation rate of the appointments
We looked at everything that happened between booking and joining
We explored whether the drop-off came from preparation, unclear joining instructions, missed reminders, or uncertainty around the consultation itself.
Friction point 01
Users didn’t know what to expect
Friction point 02
The meeting link appeared too late
Friction point 03
A missed consultation had a real cost
Friction point 04
We had plenty to say.
Users, understandably, weren't reading all of it.
We addressed the moments that could leave members unsure, unprepared, or disconnected before their consultation
Give them confidence before they join
Know what to expect before the consultation begins
A little breathing room, for everyone.
The link appeared 10 minutes early for members, with a 10-minute buffer for practitioners.
Remind them before it’s time
Push notifications and emails reinforced when and how to join.
Click to hear the call
Catch a no-show before it costs a consultation.
Automated calls gave members one final chance to confirm.
Outcome
More members made it through the journey
We made the post-payment experience clearer and more reassuring, helping more members complete the steps needed to reach clinical care.
38%
Decrease in member initiated cancellation
44%
More members rebooked after cancelling
56%
Increase in completed consultations
