Case study • The Ultimate Money Bestie | Product Design
emoteCare
Improving Therapist Discovery
for Higher Conversion
I redesigned a therapist booking platform to increase conversions and improve the user experience.
As the sole Product Designer, I led UX and UI efforts, focusing on profile discoverability,
trust, and smoother onboarding and booking flows - resulting in:
• Increased booking completion
• Reduced drop-offs across critical flows
• Improved clarity and user confidence
Problem: What wasn't working
The original flow created friction at key decision points.
Users struggled to confidently choose a therapist and often dropped off during booking
due to low trust signals, unclear profiles, and friction in the booking flow.
PROJECT DETAILS
PROJECT GOAL
To design a product that immediately captivates users through compelling aesthetics and ease of use, while also providing ongoing value, reliability, and adaptability to their evolving needs, leading to both short-term and long-term user attachment.
BUSINESS GOALS
• User Acquisition: Address market demand effectively
• Customer Retention: Enhance customer satisfaction and loyalty.
• Competitive Advantage: Develop innovative features
and experiences that differentiate the product from competitors.
and experiences that differentiate the product from competitors.
• Data collection and analytics: Implement features that gather
user data to guide future business decisions.
user data to guide future business decisions.
METRICS
Daily Active Users
324
over first month
User Retention Rate
34%
over first month
Conversion Rate
22%
over first month
App Store Rating
5.0
over first month
USER RESEARCH
Solution overview: What I focused on
I implemented a multi-level Design strategy spanning information architecture, interactive UX, visual design and multimedia.
Our team got together for a brainstorm session to define the app goals and main areas of user engagement.
We all came from different backgrounds - Design, Engineering, Finance, Marketing, so it was great to hear everyone’s perspective on key activities.
We identified our target user personas, which included young professionals, mothers balancing household finances, and women interested in long-term financial planning.
This laid the foundation for a user-centered design that would focus on education, training and empowerment.
By the end of the session, we had a clear vision that would guide us through the next steps.
We identified our target user personas, which included young professionals, mothers balancing household finances, and women interested in long-term financial planning.
This laid the foundation for a user-centered design that would focus on education, training and empowerment.
By the end of the session, we had a clear vision that would guide us through the next steps.
VISUAL DESIGN
Goal: To design a personal, supportive experience that builds
user trust and long-term engagement.
How I validated it
• Conducted usability testing across onboarding, profiles, and booking
• Identified friction points, bugs, and comprehension issues
• Iterated designs based on observed drop-offs and confusion
Raquel, 32
Lack of education
" I guess because I'm now much more aware of my financial situation, I feel like I'm losing an opportunity. It's just that I don't have the information and the security to do something different "
Rajani, 38
Lack of control
" It's not nice to make ends meet.
I don't understand why we make so much money, yet we still struggle with debt where we shouldn't be. Where is the money going? "
Kash, 42
Misinformation
" I was getting fragmented information from different people, which made it hard to understand what to do. It felt like I was trying to piece together a puzzle."
Sam, 28
Fear of risk
" I know that I'm not investing and I know that women in general are a bit risk averse and don't tend to invest as much, but it's something that I'd like to do, I know it's higher risk, but higher reward."
Catherine, 34
No habits
" Thinking about money around - feel guilt. I feel like I can’t spend any fun money because it should all go to kids. ADHD - impulsive with spending. Harder to save money. Shouldn't do that. Complex, specific things. Being mom has changed a lot. "
Agata, 31
No confidence
" I haven’t done anything else. I didn’t feel confident doing it. Takes a lot of effort to look at things."
How women’s interactions with products and services can differ from men’s ?
Understanding the differences between men and women in communication, emotional engagement, and decision-making styles is crucial for designing products that effectively meet their needs and foster long-term attachment. It involves recognizing various behavioral, emotional, and social factors. Here are some key differences:
Communication style
Women:
Tend to favor more collaborative and conversational styles, often seeking detailed explanations and feedback. They might engage in discussions and value social support.
Men:
Often prefer direct, concise communication and may focus on problem-solving with less emphasis on collaborative dialogue.
Emotional Engagement
Women:
Generally more emotionally engaged with products and services, seeking features that resonate with their personal values and emotions. They may prioritize products that offer emotional support or connect with their identity.
Men:
May focus more on functionality and efficiency, sometimes placing less emphasis on emotional aspects.
Decision-Making Process
Women:
Often take a more holistic approach, considering how products fit into their overall lifestyle and long-term needs. They may value recommendations from peers or community feedback.
Men:
Might prioritize speed and efficiency in decision-making, focusing on immediate benefits and technical specifications.
Preference for Detail
Women:
Typically appreciate more detailed information and context about products, including user reviews and educational resources.
Men:
May prefer straightforward, high-level information and quick comparisons.
Design Aesthetics
Women:
May place a higher value on design aesthetics, including color schemes, styling, and visual appeal, in addition to functionality.
Men:
Often focus more on the practical aspects of design, such as durability and functionality.
Motivations and Goals
Women:
Might look for products that align with personal goals such as health, family, or lifestyle improvement, and prefer features that support these goals
Men:
Often focus more on the practical aspects of design, such as durability and functionality.
Feedback and Support
Women:
May seek more extensive customer support and follow-up, including personalized assistance and community support.
Men:
May prefer straightforward support solutions and less frequent interaction with customer service.
Design execution
Onboarding and matching:
building confidence before choice
The onboarding and matching flow was designed in close collaboration with a licensed therapist, translating clinical expertise into a clear, educational journey. An AI-assisted matching system was introduced to support therapist recommendations, while keeping users informed and in control of the final choice.
Search results & therapist cards:
Supporting fast, confident comparison
Search results and therapist cards were redesigned to support fast comparison and early trust.Improved UI hierarchy, richer summaries, video and audio, and colour-coded therapy types helped users understand fit at a glance.
