How Design Drove
Therapy BoOKING Conversions
BRAND
SUMMARY
My first project upon joining Cog was redesigning the Clinic's experience by developing a strategic flow that empowered users to book sessions and convert into paying customers.
ROLE
DURATION
3 weeks
TOOLS
Figma
Notion
Photoshop
Illustrator
SETTING THE STAGE
Cog Clinic’s design was failing to convert users into booking therapy sessions, even free ones. With over 2.6 million people in the UK affected by ADHD, Cog’s mission is to make therapy accessible and affordable.
MY ROLE
problem space
Breaking Down
Booking Friction
Analytics showed that users were engaging with the Clinic, exploring therapist profiles and ‘How it works’ section, but not signing up for even the free intro session.
Our community feedback made it clear that people were actively seeking support, and our pricing was competitive.
This meant the issue wasn’t demand or affordability, but rather friction in the user experience.
My goal was to uncover why users hesitated to book and create solution to encouraged them to take action.
Existing design
Understanding
User Hesitations
I started with investigating the design.
A closer examination of the app revealed various issues…
Design outside of brand >
The Clinic's design used brand colours but lacked alignment with the rest of the app.
New CTA buttons were introduced that didn’t exist elsewhere, creating inconsistency.
Additionally, brand colours were overused as background elements, resulting in a visually overwhelming experience.
Inaccessibility >
The design didn’t follow colour contrast standards, making some colour combinations difficult to read even for users with perfect vision.
For example, white text on a light orange background or brand green on ivory lacked sufficient contrast.
Confusing User Flow >
The clinic's navigation was confusing. The 'Self-Help' feature, which wasn’t directly related to the clinic, was prominently placed in the main navigation.
Moreover, toggling between coaches and understanding how the clinic operates was not intuitive.
irrelevant information >
Users were presented with excessive copy that didn’t build trust, such as the 'Cog’s take' section on therapist profiles.
While social proof is key to driving conversions, users needed testimonials or credentials rather than a company-endorsed opinion.
Key Features Hidden >
Crucial offerings, such as the free intro session, were buried in the content at the bottom of the screen.
Metodology
MARKET RESEARCH
TO SUPPORT IDEATION
Since I identified so many issues, my approach was to fix the most obvious friction points first, ship the updates, track performance, gather insights, and iterate from there.
Before coming up with solutions I…
to find a user centric solution under time constraints, I:
Challeneges
INCLUDING SOCIAL PROOF
Knowing social proof impacts decision-making, I wanted to include it, but engineers indicated that an in-app rating system would have to wait for a later iteration. So, I found a workaround.
Our therapists were new to the app but experienced in therapy. They surveyed past clients, gathering feedback from those who gave permission to share their experiences.
Solution
seamless and engaging
User Experience
before
after
Changed the Clinic's heading from Coaching to Clinic for consistency.
Moved Self-help from Coaching to the main nav-bar.
Created Coaches and How It Works tabs in Clinic to allow users to seamlessly transition between them.
before
Highlighted the free intro session and Pay-as-you-go model.
Cut the content into smaller sections and condensed the information.
Removed low contrast colour combinations such as white on orange and bright green.
Introduced a new shade of green for text that follows WCAG guidelines.
after
before
Changed the main CTA from Book Now to Check Availability to reduce decision friction.
Introduced a second Book Now CTA at the end of the profile, where the user has all the information and is reassured that the first session is free.
Designed to align with the app's existing visual style and brand's tone of voice.
after
Results
Experiment Shows Increase
in Conversion Rates
300
4
76
36
Key learnings
CRITICAL THINKING
in a Fast-Paced Environment
In fast-paced startups, decision-making often happens with incomplete data. Not every project allows for in-depth user research, so critical thinking and adaptability are essential. Instead of waiting for perfect conditions, I focused on data-driven insights, quick iteration, and strategic experiment to validate solutions and drive measurable impact.
Identify friction points
Leverage data & design expertise
Test & validate impact
What's Next
Optimising Paid Conversions
Caroline Jaworsky
LET's connect
I find great joy in working with others and testing my skills in new environments. Whether you would like to collaborate on a project or simply want to chat, feel free to reach out to me.
Reach me here
