Led a high-stakes product initiative that increased trial-to-activation by 19% while navigating clinician trust crisis and regulatory concerns.
Trial users at SimplePractice—especially new or solo clinicians—struggled to reach the "Aha! moment": creating their first client appointment. Internal analytics revealed that fewer than 42% of trialers scheduled a session in their first 7 days, a major barrier to activation and conversion.
Our hypothesis: clinicians weren't ready to create appointments because they were missing key intake context—specifically, understanding why a client was reaching out.
We launched a user research initiative focused on early-stage private practice clinicians. Our research combined quantitative surveys (N = 734), qualitative interviews (12 in-depth sessions), and funnel analysis from sign-up to first appointment.
"Which pieces of information do you need before you can confidently schedule an appointment with a new client?"
"If I don't know what they're coming in for, I won't book them. It's a liability risk and a therapeutic mismatch."
We scoped and released a lightweight "Reason for Visit" field in the initial client intake form.
Addressing Implementation Feedback
Following the release, we received increased feedback from users through social media, support tickets, and direct communication highlighting important concerns:
Support tickets and community posts per day following feature release
This project required us to navigate complex tradeoffs while managing unexpected user concerns. After the initial rollout and feedback, we needed to evaluate what to modify, what to maintain, and how to respond thoughtfully. Our focus remained on improving the user experience, taking responsibility for the outcomes, and rebuilding trust through meaningful changes and clear communication.
"The Reason for Visit field has been a game-changer. I can now prepare for sessions properly and my clients feel heard from the start. Thank you for listening to our concerns and making it optional."
I specialize in product-led growth strategies that drive real conversion improvements. Let's discuss how systematic experimentation and user-focused design can unlock your product's potential.
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