↳ TLDR
Background
During my tenure at Talkspace, I served as the lead designer of the Member Experience pod and spearheaded several significant initiatives. One of the most transformative projects I led was revamping the user-therapist matching process. Originally, users were presented with a list of potential therapist matches after filling out a brief questionnaire. However, the company had recently changed the process to queue users for a single match. Though this change increased conversions, session completion remained unchanged as queue times varied from hours to days. To enhance the user experience, we studied competitor models and decided to explore a "matching based on availability" feature. This feature would enable members seeking live sessions to be matched instantly with available providers.
Associated OKRs & Target Members
- Increase # of Completed Sessions
- Target members: Members who require or prefer live video sessions in states with therapist availability
Business problems
- A majority of users don't have a therapy session during their first month at Talksapce. Only about ½ of self-pay (B2C), ½ of insurance covered (B2B) and ¼ of employer covered (B2B) members do a live session within their first month at Talkspace.
- B2C members aren’t getting what they paid for. About ⅓ of self-pay members (B2C) are “empty conversions”— they never have a successfully submitted session (submitted=session is booked, session is completed, AND session is submitted as complete by the provider). On average, the number of videos redeemed is ~2.
- B2B members are less likely to complete a session than B2C members. About 50% of covered members (B2B) are “empty conversions”— they never have a successfully submitted session (submitted=session is booked, session is completed, AND session is submitted as complete by the provider).
User problems
- No live availability. ⅓ of members wanting live sessions are matched with providers without any availability on their calendars, which means members are reliant on their therapists to schedule a session.
- Incompatible availability. If a member is matched with a therapist with calendar availability, there’s currently no way to ensure their availability is compatible.
↳ LEARNINGS
A/B Testing Insights
- Members going through the MBA funnel are booking sessions at a significantly higher rate than non-MBA members (85% vs. 39%, with a 66% completion rate)
- Rolled out to 100%
- MBA so successful, if availability exists there is no longer the need to recommend messaging to users
New Problems
- Members going through MBA are more likely to switch providers or cancel their booking before session completion than non-MBA member
- 25% of members matched via MBA end up with a therapist of a different gender than requested, compared to 10% of non-MBA members
- 11% B2B and 7% B2C members drop off between registration and treatment intake
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Contact
Phone: +1 929 293 7758
Email: sarahhayleyarmstrong@gmail.com
© Sarah Armstrong 2024
