CASE STUDY: MAHANA APP
Context & goals
Mahana's app for IBS includes a free experience that a user can try before getting the premium version. I was tasked with reimagining the content of this free experience for an A/B test. The goals were to increase engagement with the free experience and boost conversion to the premium version.
My role
I led the project, partnered closely with our clinical team, and owned the content strategy and execution.
Process
Starting with data and user research, I created the initial content strategy, gathered clinical input, and gained buy-in from senior leadership. Then I created the information architecture and developed completely revised content.
Step 1
I looked at drop-off data, combed through past user research, and requested new user research sessions.
We saw a few patterns emerge.
Step 2
Using data and research, I developed a content strategy.
Due to limited resources, this was a content-focused project (I couldn't make changes that required engineering). With that in mind, I focused on areas that could be improved with content only.
Step 3
Using Miro and Figma, I worked closely with our clinical team to create new information architecture for the app's free experience.
Following our content strategy, we focused on reducing length, providing value, and building credibility.
Step 4
In Figma, I developed completely revised app content using our new information architecture.
This process involved deep collaboration with our clinical team to ensure the core therapy of the program remained intact.
Step 5
After clinical and regulatory reviews, I finalized content and configured in Contentful (our content management system). Here is a selection of screens (the free experience includes 100+ screens in total).
Results
We launched the revised free experience as an A/B test within the app. After a month of testing, we saw that the new content nearly doubled the amount of people who finished the free experience and tripled the amount of people who converted to the premium version.
Hearing from users
It was deeply rewarding to hear about our app's positive impact on people's lives.
"This program is making a big difference in my thinking as I’m understanding more about the brain-gut connection and triggers. Also the breathing technique is already very helpful in how I feel physically. Thank you so much for all the work you’ve done developing this app. It is the only resource I’ve found that helps to explain this vicious disease." — Mahana user