Executive Summary

Cerebral wanted to explore alternative packaging options to sell mental healthcare services to clients in a way that would increase retention.

After going through a multi-phased research approach that consisted of an ideation workshop, a survey, and activity-based user interviews, we uncovered core themes to help us shape and define the new service model.

Product, engineering, design, finance, marketing, and I all worked together to refine and build the new service model to launch.

With the new product build, 20% of new clients converted to the multi-month subscription model, despite a significantly higher ticket price. We have also seen a 40% increase in retention after the initial subscription period ended.

Overall, this research increased our retention by 40% and led to a foundational understanding of our client’s needs in accessing care.