Bloom: Self-Therapy App
Programs Launch - 2022
Case Study
About Bloom
Bloom is the world’s most-used self-therapy app. Through self-guided video classes developed by leading therapists, Bloom teaches users Cognitive Behavioral Therapy (CBT) techniques to manage stress, anxiety, and improve overall well-being.
Introduction
Bloom's mission to revolutionize self-therapy led us to an exciting new venture: Programs.
Programs: A new feature offering structured, seven-day, interactive “sessions” to help users work through life’s challenges in more depth than our single sessions.
Business objective: Increase trial-to-conversion rates through engaging content that provides more value to our users.
Why Programs?
While our standard 5-7 minute sessions effectively addressed specific topics, we recognized that lasting change often requires a more thorough approach. Programs provide:
7-day structure: Day 1 free, Days 2-7 behind paywall.
Deep, practical learning of CBT tools and techniques through a daily practice.
Structured skill-building so users could learn how to practice and apply CBT tools to real-life situations.
Laying the Groundwork
Before launching Programs, we needed to ensure a solid foundation. This preparation phase was crucial in setting the tone and direction of the feature.
Created comprehensive brand voice and tone guidelines.
Implemented a new planning strategy for program development.
Introduced program trailers on Day 1 to set the scene and capture user interest.
Added animations to make content more digestible, especially on Day 1.
The Process
Our creative journey balanced innovation and practicality. We used collaborative tools and iterative processes to bring our vision to life.
Utilized Figma for initial concept sketches and program flow design.
Balanced creative vision with business objectives.
Introduced new visual elements to enhance user experience.
Collaborative efforts to align therapy content with production capabilities.
The Results
Our efforts paid off with tangible improvements in user engagement and conversion rates:
New Trials: 35k (↑ 140%)
New Subscribers: 17.5k (↑ 131%)
Total Subscribers: 78.8k (↑ 13%)