Key Results
Main problem
Since visible effects only appear after 2 months of daily device use for at least 30 minutes per day, many users:
Challenge
Main hypothesis
A progress-tracking system with micro-achievements, gamification, and a seamless UX can boost retention despite delayed results.
Goal & methods
I aimed to identify key factors influencing user motivation and pinpoint critical drop-off points through product analytics, competitive analysis, proto-personas, JTBD, and CJM.
Approach
I worked closely with product analyst to identify behavioral patterns and insights that could be leveraged to enhance the app’s features and user experience.
Our clients are those unready for hair transplants but dissatisfied with conventional treatments — a key competitor insight.
Medical Solutions. Accessible and relatively affordable but risky, with potential side effects. Careful consideration of health risks is essential.
Shampoos. Leading brands improve scalp health but work best as supplementary care rather than primary treatment.
Laser Devices. LLLT caps require daily 20–30 min use for 4+ months, need battery packs, and are priced as premium products.
Proto-personas were needed for an initial understanding of the users.
Based on the data collected from reports & observation, I’ve created 2 key proto personas. Their needs had to resonate throughout the whole design process.
Michael
Self-Care Enthusiast
Has struggled with hair loss for years, trying various treatments without success. His past experiences made him analytical and research-driven in finding a solution.
Victor
Traditional Solution Seeker
A senior executive recently concerned about hair thinning. His job demands a polished look, so he favors proven treatments and relies on doctors' recommendations.
The user flows helped me stay on track with the user goals
We mapped out key user interactions and decision points to understand the main journey. This analysis revealed that the first steps should focus on registration, daily treatment, and tracking experience.
1
Create an account. The process should be quick and simple, with onboarding and a health questionnaire.
2
Сonnect the device. This is a mandatory action that, under normal circumstances, should be done once and forgotten.
3
Start a session. This is the most important part of the app - the reason it was created. Should be intuitive.
We set up 3 ways to evaluate our solution
We evaluate our solution through user satisfaction (HEART framework), time to churn, and gamification effectiveness to measure engagement and retention.
1
User satisfaction. We assess user interest using the HEART framework, measuring CES, engagement, and task success.
2
Time to Churn. It is crucial for us to understand after what period of time users leave when they don't see results.
3
Gamification Effectiveness. The app includes gamification elements, and we track how they impact user engagement.
Problem opportunity
"It sounds promising, but how does it work?"
Solution 1: Educational content for user awareness, serving two functions:
Provide scientific insights – help users understand how the technology works in simple terms, making users more confident in the process.
Set realistic expectations – educate users on the typical hair growth cycle so they don’t feel discouraged if results take time.
We set up three ways to evaluate our
"I need something to hold me to my goals so I don’t give up too soon."
Solution 2: Add gamification elements to reinforce daily habits
Streak lines and session stats boost user engagement through consistent interaction.
People are naturally drawn to achievements - badges, medals, and awards give a sense of accomplishment.
Calendar enables self-reflection by tracking progress and maintaining session history.
"I rarely read instructions and prefer everything to be intuitive."
Solution 3: A guided first journey from start to finish of the session (Animated)
We provide a structured process that guides users through device setup and their first session step by step.
Every step of the journey is accompanied by clear, visual instructions and success confirmations, reinforcing user confidence.
UX Performance Evaluation
Approach
Results
Due to budget constraints, we primarily focused on Happiness, Engagement and Task Success.
How easy was it to track progress? CES = 5.6/7.
The churn rate for the first month of device usage decreased from 17% to 14%.
Outcome
There were a total of two focus groups through which we iteratively validated our solutions. Final CES = 5.6/7.
