EverKind onboarding flow overview: From initial welcome screen to AI coach interaction, demonstrating the progressive trust-building journey that allows users to experience core features before account creation.
EverKind: Designing Trust-Building Onboarding for AI Mental Health
Project Overview
Product: EverKind - AI-Powered Mental Wellness Platform
Timeline: 3 months (MVP Phase, 2025)
Role: Lead Product and AI Content Strategist
Team: Head of Product, Head of Engineering, Head of AI, Development Firm CEO, Investor Representatives
Governance: Weekly steering committee oversight with formal approval processes
Timeline: 3 months (MVP Phase, 2025)
Role: Lead Product and AI Content Strategist
Team: Head of Product, Head of Engineering, Head of AI, Development Firm CEO, Investor Representatives
Governance: Weekly steering committee oversight with formal approval processes
Challenge: Design a trust-building onboarding experience that introduces users to AI mental health coaching while converting from guest access to account creation—all within a sensitive domain where user trust is paramount.
The Onboarding Challenge
Intelligent Authentication Architecture: Unified landing page offering multiple sign-in options while prominently featuring the 'Continue as guest' option to remove barriers for users needing immediate mental health support.
Mental health apps face a unique challenge: users need support immediately but are hesitant to share personal information with unknown platforms. Traditional onboarding approaches fail because they either create barriers to immediate help or rush users into sharing sensitive data before trust is established.
Core Problem: Users experiencing mental health challenges need immediate support but are naturally cautious about:
• Sharing personal information with AI systems
• Committing to another mental health app without proven value
• Trusting new platforms with sensitive emotional data
• Navigating complex onboarding when potentially in crisis
Business Challenge:
• Convert users from guest access to paid accounts
• Demonstrate value quickly to prevent drop-off
• Build trust necessary for ongoing therapeutic engagement
• Achieve 30% Day 1 retention and 25% Day 7 retention targets
Strategic Constraints:
• Users must be able to access core features immediately (crisis support)
• No diagnostic language or clinical claims allowed
• Must work for users in various mental health states
• Privacy-first approach required for sensitive domain
Research & Discovery
User Research Insights
Through interviews with 40+ potential users across our target segments:
Trust-Building Requirements:
• 78% wanted to "test" the app before creating accounts
• Users needed to see AI conversation quality before committing
• Privacy controls had to be explicit and granular
• Clinical boundaries needed to be clearly communicated
Onboarding Friction Points:
• Traditional forms felt "clinical and intimidating"
• Generic mental health questions created anxiety
• Feature overload prevented users from accessing core value
• Forced account creation blocked access when support was needed
Conversion Insights:
• Users most likely to convert after experiencing personalized AI conversation
• Trust increased significantly after AI demonstrated understanding of their specific situation
• Account creation prompts most effective after users saw value, not before
User stories were developed to capture specific onboarding needs and validate design decisions against real user goals.
Lean Onboarding User Journey Map: Strategic framework mapping the six-stage progression from Welcome Screen to Account Invitation, tracking user goals, actions, emotions, and opportunities at each touchpoint while identifying potential friction points in SMS integration and highlighting the emotional journey from curiosity to satisfaction.
Competitive Analysis
Analysis of leading mental health apps revealed:
• Most apps front-load onboarding with questionnaires
• Few apps allow meaningful interaction without account creation
• Trust-building happens through features, not marketing copy
• Progressive disclosure rare in mental health space
Analysis of leading mental health apps revealed that traditional approaches like MindDoc's questionnaire-based onboarding create barriers, while newer chat-first platforms achieve higher engagement through immediate value delivery. Most significantly, apps allowing meaningful interaction before account creation showed better retention rates, validating that trust must precede commitment in mental health applications. However, competitive analysis revealed gaps in progressive feature disclosure and strategic conversion timing—insights that became foundational to EverKind's approach of building trust through demonstrated AI coaching value before requesting personal information.
Qualitative User Feedback
"The AI felt like it actually cared about understanding me before asking for anything personal."
"I loved that I could try everything first - it felt safe to explore without commitment."
"The coach explained what it could and couldn't do upfront, which made me trust it more."
"Finally, a mental health app that doesn't make me fill out a medical questionnaire before I can get help."
Competitive Analysis Framework: Comprehensive evaluation of mental health and wellness app user flows including Mind Doc, Youper, Wysa, Replika, Daylio, Noah, and Hypedocs - analyzing onboarding patterns, feature introduction strategies, and user journey structures to inform EverKind's trust-first design approach.
Design Strategy
North Star Metric
Weekly Active Engaged Users (WAEU) - focusing onboarding on creating sustained engagement rather than one-time signups
Onboarding Design Principles
• Value-First Access: Users experience core AI coaching before any commitment
• Progressive Trust-Building: Each interaction builds confidence in the system
• Conversational Discovery: AI coach introduces features through natural dialogue
• Strategic Conversion Points: Account creation prompts appear after demonstrated value
• Crisis-First Design: Essential support available immediately without barriers
Design Methodology
Phase 1: Trust Architecture
• Mapped user emotional states throughout onboarding journey
• Defined privacy boundaries and consent touchpoints
• Created AI personality guidelines for trust-building conversations
Phase 2: Conversational Flow Design
• Designed AI coach introduction and personality establishment
• Created branching conversation paths based on user needs
• Integrated therapeutic techniques into onboarding dialogue
Phase 3: Progressive Feature Disclosure
• Mapped optimal timing for feature introductions
• Created value demonstration sequences
• Designed conversion moment optimization
Key Onboarding Design Solutions
Trust-building conversation flow: AI coach provides personalized responses and offers feature exploration ('Show me around') while maintaining clear boundaries about its role and capabilities.
1. Intelligent Authentication Architecture
Challenge: Reduce friction while building trust and enabling personalization.
Solution: Smart authentication system that adapts to user type and comfort level.
Design Innovation:
Unified Landing Page: Single entry point handles both new and returning users automatically
Smart Email Detection: Real-time validation determines sign-up vs. sign-in flow without user decision
Guest-First Approach: Full AI coaching access without account creation
Progressive Account Prompts: Conversion opportunities appear after value demonstration
Key Features:
• Language selection for accessibility
• Privacy policy transparency
• Multiple authentication options (Email, Google, Apple)
• Clear guest vs. account benefits explanation
Success Metric: 68% increase in onboarding completion vs. traditional flows
2. Conversational AI Coach Introduction
Challenge: Build trust with an AI system for sensitive mental health conversations.
Solution: Designed conversational onboarding where AI coach introduces itself and demonstrates capabilities through natural interaction.
Therapeutic Integration:
• Validation Techniques: AI acknowledges user feelings without judgment
• Open Questions: Guides exploration of user needs and preferences
• Strengths Affirmation: Recognizes user courage in seeking support
• Boundary Setting: Clearly communicates AI limitations and appropriate use
Conversation Design:
• Personalized greeting using user's name
• Clear explanation of AI coach role and limitations
• Interactive feature demonstration ("Show me around" vs. "Later")
• Real-time conversation quality demonstration
Trust-Building Elements:
• Warm, empathetic personality (8th-grade reading level)
• Immediate crisis detection and human resource referral
• No diagnostic language or clinical claims
• User control over conversation depth and pacing
3. Feature Discovery Through Natural Dialogue
Challenge: Introduce app capabilities without overwhelming users in vulnerable states.
Solution: AI coach demonstrates features through contextual conversation rather than feature lists.
Personalized onboarding experience: The AI coach introduces itself and sets expectations for the coaching relationship while offering immediate value through conversation and journaling capabilities.
Feature Discovery Through Natural Dialogue: Progressive disclosure of journaling capabilities, showing how users are introduced to features organically through conversation rather than overwhelming feature lists.
Progressive Disclosure Strategy:
• Chat Interface Demo: Shows real-time conversation capability
• Journaling Introduction: Emerges naturally from conversation ("Want to reflect on this?")
• SMS Integration: Presented as optional support channel after engagement
• Account Benefits: Explained only after user experiences core value
Feature Introduction Sequence:
• AI coach explains messaging capabilities through demonstration
• Journaling suggested as natural extension of conversation
• Voice input introduced through guided interaction
• SMS setup presented as final step before account creation
4. Trust-First Privacy Design
Challenge: Address privacy concerns upfront without creating anxiety.
Solution: Transparent privacy controls integrated into onboarding flow.
Privacy Communication Strategy:
• Clear data usage explanation in plain language
• Granular permission requests with context
• Visual privacy indicators throughout interface
• Option to proceed without data sharing
Key Privacy Touchpoints:
• Activity tracking permission with clear benefits explanation
• SMS integration with explicit consent and opt-out
• Journal privacy guarantees prominently displayed
• Data portability and deletion options clearly stated
Trust-First Privacy Design: Transparent privacy controls and clear data usage explanations presented in accessible language, addressing user concerns upfront without creating anxiety.
Strategic Conversion Optimization: The 'Keep this chat' prompt appears after users have experienced value, using empathetic messaging that acknowledges the user's emotional state while offering account benefits without pressure.
5. Strategic Conversion Optimization
Challenge: Convert guest users to accounts without pressuring vulnerable users (ex: 'Keep this chat' button is on all screens so that guest has ability to subscribe and keep chat at any time).
Solution: Data-driven conversion point optimization based on user engagement signals.
Conversion Moment Design:
• First Prompt: After meaningful AI conversation (immediate value demonstrated)
• Second Prompt: Before SMS setup (enhanced functionality unlocked)
• Final Prompt: After SMS configuration (complete experience preserved)
Conversion Messaging Strategy:
• Emphasis on progress preservation rather than premium features
• Clear "no pressure" messaging with continued guest access
• Specific benefits tied to demonstrated value
Social proof through aggregate user satisfaction
Design System for Trust
Visual Trust Indicators
• Consistent AI Identity: Friendly owl mascot throughout experience
• Professional Polish: Clean, medical-grade visual design
• Privacy Signals: Clear visual indicators for data protection
• Progress Transparency: Visual confirmation of user progress and choices
Conversational Design Patterns
• Empathetic Response Templates: Standardized warm, understanding responses
• Boundary Communication: Clear scripts for AI limitations
• Crisis Protocols: Immediate human resource referral patterns
• Personalization Markers: References to user name and previous statements
Accessibility Considerations
• Crisis-State Design: Simplified interface for users in distress
• Cognitive Load Reduction: Minimal decisions required per screen
• Multiple Input Methods: Voice, text, and quick-response options
• Language Accessibility: 8th-grade reading level throughout
EverKind Authentication Flow: Complete sign-up and sign-in user journey including community-focused welcome screen with guest access, account creation form, terms acceptance, sign-in options, and personalized returning user experience - demonstrating the flexible authentication architecture that prioritizes user choice and immediate access to support.
Key Design Learnings
Mental Health Onboarding Insights
• Trust Precedes Conversion: Users must experience value and safety before considering commitment
• Crisis-First Design: Essential support must be available immediately without barriers
• Conversational > Conventional: Natural dialogue more effective than traditional form-based onboarding
• Progressive Disclosure Works: Feature introduction through demonstrated need prevents overwhelm
AI Conversation Design Learnings
• Personality Consistency: AI coach identity must be established and maintained throughout experience
• Boundary Communication: Clear limitations build more trust than overstated capabilities
• Therapeutic Integration: Evidence-based techniques can be seamlessly integrated into casual conversation
• Context Memory: Referencing previous user statements dramatically increases perceived understanding
Conversion Optimization Insights
• Value-First Strategy: Demonstrated capability converts better than promised benefits
• Multiple Conversion Points: Users need several opportunities to commit at different engagement levels
• No-Pressure Messaging: Explicit permission to continue without commitment reduces anxiety
• Privacy Transparency: Clear data handling builds trust faster than generic privacy policies
Daily Journal Feature Flow: Progressive journaling experience showing the journey from initial welcome entry through active writing and reflection, demonstrating how journaling capabilities are naturally introduced and integrated into the user's mental wellness routine as part of the conversational onboarding process.
Personalized Journal History: Harry's daily journal overview showing a chronological list of entries with emotional indicators, demonstrating how the platform tracks user progress over time while maintaining an accessible, non-clinical interface that encourages continued engagement with mental wellness practices.
Next Steps
Building on the successful onboarding foundation, the next phase involved designing the broader platform that consolidated three separate apps into EverKind's unified experience.
The Original Three Apps:
MentisAI: AI-powered individual therapy and coaching sessions
Gentle Gossip: Community-based peer support and group discussions
Amica: Casual AI companionship for daily conversations and emotional support
Platform Integration: I designed how users would naturally discover features from the original three applications - MentisAI's advanced coaching, Gentle Gossip's community support, and Amica's companionship - through progressive disclosure after trust was established during onboarding.
Additional Features Designed:
Mood Check-ins: Daily emotional tracking integrated with the AI coach conversations
Meditation & Mindfulness: Guided exercises recommended contextually based on user needs
SMS Support System: Complete text-based coaching that extends beyond the onboarding setup
Guest User Conversion: "Adjust preferences" screens with "Create an account to save your progress and unlock all features" messaging strategically placed throughout the experience
These features maintained the same trust-first, conversational approach established in onboarding while expanding EverKind into a comprehensive mental wellness platform.
SMS Integration and Verification Flow: Complete phone number verification process enabling SMS coaching support, demonstrating how users can seamlessly connect their mobile devices for enhanced accessibility and continuous mental health support beyond the app interface.
Meditation Library Interface: Curated collection of guided meditation sessions including breathing exercises, gratitude practices, sound bath meditations, and chakra work - showcasing how mindfulness tools are integrated into the platform to provide comprehensive mental wellness resources alongside AI coaching.
Conclusion
The EverKind onboarding experience demonstrates how strategic design thinking can solve the fundamental challenge of mental health app adoption: building trust quickly while providing immediate value. By prioritizing user safety and agency over traditional conversion tactics, I created an onboarding flow that exceeds industry benchmarks while genuinely serving users in vulnerable states.
The successful onboarding foundation enabled the broader platform consolidation, where I designed seamless transitions between three distinct app experiences while maintaining the trust and simplicity that made the initial experience successful.
Key Success Factors:
• Trust-First Design Strategy: Every decision prioritized user safety and comfort over conversion pressure
• Conversational Innovation: AI coach introduction created genuine connection rather than transactional interaction
• Strategic Conversion Timing: Data-driven optimization of account creation prompts based on demonstrated value
• Cross-Functional Collaboration: Integration of therapeutic expertise, AI capabilities, and business objectives
Design Leadership Impact:
• Influenced product strategy through user research insights
• Established new standards for mental health app onboarding
• Created reusable design patterns for AI conversation experiences
• Delivered measurable business results through user-centered design
This case study exemplifies how thoughtful onboarding design can create both exceptional user experiences and strong business outcomes—particularly in sensitive domains where trust and safety are paramount.
If you are interested in this project and would like to see the prototype or user flow, please reach out.
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