Cerebral is a digital mental health platform offering therapy and medication management. As the sole product designer embedded in the growth and marketing pillar, I owned the end-to-end UX of the top-of-funnel conversion experience, from landing page to checkout. My mandate was to design, test, and iterate on experiences that moved users through the funnel more effectively, working closely with a product manager, engineering, and marketing in a lean, fully remote team.
Despite strong site traffic, less than 1% of visitors were completing a purchase. The funnel was a one-size-fits-all experience that wasn't communicating value clearly, wasn't accounting for different user intents, and wasn't converting.
User research and quantitative data surfaced a consistent picture:
- 43.9% of users cited price as the reason they didn't complete a purchase, not because the price was wrong, but because the value hadn't landed before they reached the payment screen.
- ~10% of traffic was unsure what type of support they needed, yet the funnel offered no guidance or branching for this group.
- Users who wanted to see who they'd be working with before committing had no way to do so, clinician selection happened post-checkout.
- The funnel treated high-intent users, low-intent users, and medication-focused users identically, creating friction for all three.
These weren't just UX problems, they were growth problems. And solving them required both qualitative insight (what are users telling us?) and quantitative discipline (what do the tests say?).
Sole product designer across the full conversion funnel. I worked in close partnership with the product manager and engineering team, and collaborated with marketing on landing page strategy and messaging alignment. I was responsible for:
- Discovery, competitive audit, and design exploration
- UX flows and high-fidelity Figma prototypes
- Designing A/B and multivariate test variants
- Translating test hypotheses into testable design decisions
- Developer handoff, QA, and rapid iteration based on results
1. Personalized funnel experiences by user type
I redesigned the funnel entry point to route users into tailored experiences based on their intent: high-intent therapy users ready to book, low-intent users who needed more guidance before committing, and medication-focused users who prioritized speed and appointment availability over clinician selection. Each path was designed to surface the right information at the right moment, reducing unnecessary friction for users who were ready, and providing reassurance for users who weren't.
2. Pre-signup intake questions
Working with the PM on a hypothesis that gathering service preference and context earlier would improve both personalization and conversion, I designed a set of pre-signup questions placed before account creation. This gave the funnel a more responsive, consultative feel and provided the product team with data to inform downstream decisions. The feature scaled to 100% of traffic.
3. Welcome screens and value interstitials
I designed a series of screens positioned at high drop-off moments in the flow to reinforce Cerebral's value proposition, particularly around what clients get for the price. These directly addressed the #1 exit reason identified in user research (price/value perception) and were designed to build confidence before users reached checkout.
4. Clinician selection pre-checkout
One of the larger bets: I designed an experience that surfaced therapist bios and availability before credit card capture. Research showed therapy clients were significantly more likely to convert when they could see who they'd be working with before committing. I designed the search, filter, and selection flow and created A/B test variants to validate the hypothesis.
| Metric | Before | After |
|---|---|---|
| Arrival to Lead | 3.4% | 8.6% |
| Initiate Checkout → Convert | 19% | 29.3% |
Arrival to lead increased by 153%. Checkout-to-conversion improved by over 10 percentage points. Both measured within the same period in March.
