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Counselr: Creating accessible therapy through AI

About Counselr

Counselr is an AI-powered therapy app that makes mental health support accessible to everyone, anywhere, anytime. Launched in March 2024, Counselr provides personalized therapy and advice at a fraction of traditional therapy costs, eliminating barriers like insurance requirements, scheduling constraints, and potential bias.

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The Challenge

Traditional therapy faces several critical barriers:

  • High costs ($75-$150+ per session)
  • Limited availability and scheduling constraints
  • Insurance requirements
  • Geographic limitations
  • Potential therapist bias or judgment

Our goal was to create an accessible, affordable alternative that could provide immediate value while maintaining the quality and trust essential for mental health support.

My Role

As Lead UX Designer, I partnered closely with the business owner to uncover user problems, identify business objectives, and lead the end-to-end design process for Counselr, including:

  • Discovery and competitive analysis
  • User flow and experience design
  • Visual and interaction design
  • Website and Branding
  • Design system development
  • Design QA and iteration
  • Feature evolution

I was skeptical about online counseling… But Counselr really changed my perspective… The advice I received was very pointed and felt non-judgmental; it was practical yet personal. This alone has done wonders to my general happiness and mental health.

App Store Review

Design Process

Discovery & Research

I began with extensive research into the mental health app landscape and therapy accessibility challenges. Key findings showed that while many people desired mental health support, barriers like cost, time, and stigma prevented them from seeking help.

Competitive Analysis

I analyzed existing mental health apps to identify opportunities for differentiation:

  • Most apps focused on meditation or mood tracking
  • Few offered direct therapy-like interactions
  • None provided the combination of affordability, accessibility, and personalization we envisioned

User Experience Design

I developed a comprehensive user experience strategy focused on three key pillars:

  • Immediate Value: Users needed to experience benefits from their first interaction
  • Trust Building: The interface needed to feel professional yet approachable
  • Engagement: Features like persistent memory and voice interaction to encourage regular use

Key Design Decisions

  1. Streamlined Onboarding:
    • Focused on quick value delivery
    • Progressive disclosure of features
    • Clear explanation of AI capabilities and limitations
  2. Conversational Interface:
    • Natural, chat-based interaction
    • Voice input option for easier engagement
    • Persistent memory to build relationship continuity
  3. Privacy-First Design:
    • Anonymous usage option
    • Clear data control settings
    • Transparent privacy policies

    Iterative Improvements

    We continuously refined the experience based on user feedback and metrics:

    1. Onboarding Optimization
      • Identified completion drop-offs through analytics
      • Streamlined the flow to essential steps
      • Added clearer value propositions early in the process
    2. Subscription Model Testing
      • Tested various pricing models
      • Landed on 7-day trial with monthly/yearly options
      • Optimized trial conversion through strategic feature introduction
    3. Feature Evolution
      • Added persistent memory to improve conversation context
      • Implemented voice interface for easier interaction
      • Enhanced personalization based on user interaction patterns

    Results and Impact

    Counselr has achieved significant success since its launch:

    • User Satisfaction: 4.6/5 App Store rating
    • Strong user testimonials praising the personal journey and practical advice
    • High engagement rates with voice and persistent memory features