summary
The Discount Package feature encourages users to return for multiple therapy sessions by allowing them to purchase discount coupons in advance. This initiative was designed to improve retention, increase appointment completion, and reinforce healthier mental-health habits among ooca users.
ene-to-end
development
client
ooca
Mental wellness works best
when it becomes a habit
This insight became the foundation of the project. Many ooca users tried a session once, felt better temporarily, and disappeared, despite therapists recommending continued care. To support consistent mental-health practice, we needed a mechanism that was both motivating and cost-effective. The Discount Package became the bridge that turned good intentions into repeat appointments.
background
Consistency
is a key.
ooca observed a clear retention challenge. A large portion of users booked only one session. Yet we also had a smaller but highly committed user segment who followed therapist recommendations and returned for regular check-ins.
This gap revealed two truths:
People want to care for their mental health, just not consistently.
Cost often becomes a barrier to routine care.
Our goal was to design a feature that incentivizes returning users without compromising trust, fairness, or business value. The Discount Package was created to make recurring sessions more accessible while promoting healthier behavior patterns across the platform.
research
Understand the emotions
behind each client
To understand the problem deeply, I explored:
1. User appointment behavior
New users tend to book 1 session → then drop off.
Returning users often come back because their therapists recommended follow-ups.
2. User motivations
Price sensitivity was a major concern (especially for younger users).
Many users want to be consistent, but lack a simple nudge or value-driven reason.
3. Business insights
Encouraging multi-session usage would naturally improve clinical outcomes and platform engagement.
Users were open to pre-purchase models, as long as the value was clear and transparent.
These insights shaped the structure, UI, and copy so the feature directly aligns with real user behavior and needs.
prototyping
Turns financial value
into emotional reassurance
I designed the flow, UI structure, and all microcopy to make the purchase feel:
1. Easy to understand
Clear breakdowns of savings, number of coupons, and expiration rules.
2. Visually appealing
Packages were styled using a card-based layout with strong value highlights such as:
“Save 10%”, “Best Value”, or “Recommended for ongoing care.”
3. Psychologically reassuring
Copy emphasized both savings and the importance of continuous support:
“A smarter way to care for your mental wellness.”
“Designed for those who want consistent progress.”
“Use one coupon per session—simple, flexible, and worth it.”
Additionally, I drafted the complete Terms & Conditions, including rules around expiration, fair use, and extension policies—ensuring clarity for both users and customer support.
test & launch
Even without marketing,
behavior changed.
The feature launched quietly without any marketing promotion, allowing us to evaluate true user interest.
Results:
Monthly purchasers doubled for 3 consecutive months.
Overall appointments increased by 5%, directly tied to users who bought packages.
Early feedback indicated that users found the feature helpful, easy to use, and worth the price.
The feature successfully achieved its goals: improving retention, increasing upfront revenue, and reinforcing healthier mental-health habits.
Reflection
The positive response showed that users were willing to invest in better mental-health routines when the value was clear. In future iterations, I plan to explore:
Personalized package recommendations based on user behavior.
A/B testing microcopy to identify which messages drive higher conversions.
Stronger therapist-to-user integration, allowing therapists to recommend a package directly after a session.
This project reinforced the importance of combining psychology-driven insights with thoughtful product design to motivate long-term positive habits.