Mahana IBS: Multi-Phase Engagement Model Redesign
Mahana IBS is an FDA-cleared, prescription-only digital therapy for irritable bowel syndrome, rooted in cognitive-behavioral therapy (CBT).
To improve engagement and retention, we overhauled the user experience, focusing on new design elements to create a motivating, user-centered interface.
Product: Mobile wellness app
Role: UX Researcher
Team: Product leadership, UX Designer, Content Designer
Date: October - February 2023
Methods: stakeholder interviews, diary study, 4 rounds of IDIs, surveys
Impact: A 75% increase in #1 activation metric - Session 1 completion.
Research program overview. This case study highlights Phases 1 and 3.
Phase 1: Baseline Testing (8 IDIs with IBS patients)
Key Issues Uncovered
What is the product? “I can’t really explain it to my friend because I don’t understand what this program does.”
How often should it be used? “What happens if I skip a few days?”
Lesson-gating was confusing. “I tried to proceed but it won’t let me. Not sure if that was a bug.”
Fixed duration of treatment was a problem. The idea of getting a prescription for an app, which could expire was hard for patients to comprehend.
Phase 3: Diary Study and Exit Interviews
After several rounds of concept testing and analyzing performance data (Phase 2), the team arrived at the new experience featuring three key elements:
• Patient “IBS journey map"
• A “look into the daily lesson”: preview of key topics for the day
• A practice activity.
To track how patients’ motivation to engage with the app evolved over time, we conducted a 5-day diary study with 8 U.S.-based past Mahana users. Participants interacted with daily prototypes, answering surveys each day to capture attitudes and motivation shifts.
Following this, I conducted 6 exit interviews to dive deeper into user feedback and compare the new design with the previous version.
Research Impact:
Confirmed positive impact of the ‘journey map’ and new content submodules
Identified Day 4 as a key improvement area
Uncovered several key elements of a satisfying content ‘recipe’.
Research Program Outcome
Following another round of experimentation with different lesson ‘recipes’ (Phase 4), we developed a set of content design principles, which were implemented throughout the program. Coupled with improvements to the program navigation and a new, more engaging experience, this research program led to:
A significant reduction in risk and a boost of confidence for the team prior to a major program relaunch
75% improvement to Session 1 completion, a key activation metric
16% boost in Session 2 completion (before it was optimized in a similar manner)
To top it off, this research provided 150 IBS patients with an opportunity to learn about medication-free management of their condition. I prioritized participant experience throughout, which fostered a supportive environment and enriched the feedback we received.