Counselr is a groundbreaking AI-powered therapy app designed to provide immediate, accessible mental health support to users whenever they need it. The app offers personalized therapeutic conversations, evidence-based coping strategies, and continuous emotional support without the traditional barriers of scheduling appointments or visiting clinical settings.

As Lead UX Designer, I partnered closely with the business owner to uncover user problems, identify business objectives, and lead the end-to-end design process for Counselr. This included discovery and competitive analysis, user flow and experience design, visual and interaction design, website and branding, design system development, design QA and iteration, and feature evolution.

Problem

Mental health care accessibility remains a critical challenge globally. Traditional therapy requires scheduling appointments weeks in advance, traveling to offices during business hours, and often involves significant financial barriers. Many people experiencing anxiety, depression, or emotional distress need immediate support but lack access to professional help when they need it most.

Our research revealed that a large percentage of individuals seeking mental health support face at least one significant barrier to accessing traditional therapy services. The challenge was designing an AI therapy experience that could provide genuine therapeutic value while maintaining user trust and emotional safety.

Working as the lead designer on this project, I collaborated directly with the company founder, a designer, and one developer throughout the design process. My responsibilities encompassed the complete design lifecycle from initial user research through final implementation support.

I took on multiple design roles including UX researcher during the discovery phase, interaction designer for flow creation, visual designer for the app’s UI and website, and brand designer for establishing the app’s visual identity. Additionally, I built a complete design system to ensure consistency across all the app and conducted quality assurance testing throughout development.

Information Architecture and User Flows

I developed comprehensive user flows that prioritized emotional safety while providing clear pathways to support. The user experience balances simplicity with functionality, ensuring users could quickly access help while gradually building a relationship with the AI therapist.

Core User Journeys

• New user onboarding and initial assessment
• Trial and subscription flows
• Daily quotes for motivation
• Crisis intervention and safety protocol
• Voice mode
• Resources and articles 

Interaction Design

The interaction design focused on creating a conversational experience that felt natural and supportive. I designed custom interaction patterns for conversations, including typing indicators that mimicked human response timing, gentle prompting mechanisms, and seamless transitions between different types of support.

Key Interaction Principles

• Conversations should feel authentic and unhurried
• Clear visual hierarchy to guide users through their journey
• Intuitive navigation that doesn’t interrupt user flow
• Consistent feedback mechanisms to build user confidence
• Accessible design 

Visual Design and Branding

I developed a visual identity that balanced professionalism with warmth, using calming colors and approachable typography to create a safe emotional space. The brand needed to feel trustworthy and professional while remaining welcoming and non-intimidating.

Visual Design Elements

The visual design elements centered around creating a calming and supportive environment for users in vulnerable emotional states. I selected a soft, muted color palette that promotes calm and focus while avoiding overstimulating colors that might increase anxiety. Each conversation is represented by a different color palette to further support the user journey. Subtle gradients and rounded elements were incorporated to soften the overall interface aesthetic, creating a more approachable and less clinical feeling. 

Design System Development

I created a comprehensive design system that could scale as the product evolved. The system prioritized accessibility and clarity in all interactions.

We continuously refined the experience based on user feedback and metrics:

Onboarding Optimization

• Identified completion drop-offs through analytics
• Streamlined the flow to essential steps
• Added clearer value propositions early in the process

Subscription Model Testing

• Tested various pricing models
• Landed on 7-day trial with monthly/yearly options
• Optimized trial conversion through strategic feature introduction

Feature Evolution

• Added persistent memory to improve conversation context
• Implemented voice interface for easier interaction
• Enhanced personalization based on user interaction patterns

Counselr was designed and launched within 8 months and has achieved significant success since its launch:

• User Satisfaction: 4.5/5 App Store rating
• Strong user testimonials praising the personal journey and practical advice
• High engagement rates with voice and persistent memory features