Increasing habitual stickiness of a mental health game
TEAM:
NADIYA MOBILE APP
ROLE:
VOLUNTEER UX CONSULTANT
YEAR
2022
TLDR
Using academic research papers I was able to identify and design features that would increase user retention after 30 days.
In response to the trauma created by the Russia-Ukraine war, mental health charity A Part of Me created Nadiya, a therapeutic game that children and parents can play together to strengthen their bond and navigate difficult times.
However, user retention after 30 days was incredibly low, making it hard for the app's therapeutic techniques to have any real impact.
To bridge funding gaps commonly seen in the charity sector, I proactively conducted desk research into behaviour change and habit-forming techniques, analysed comparable therapeutic games, and completed trauma-informed training to inform the product principles.
Building on the opportunity areas identified, I mapped out how these features could be integrated into Nadiya and collaborated with a graphic designer to bring them to life through high-fidelity, animated prototypes.
Through rigorous UX process, I added features that, based on extensive academic research, would increase the habitual stickiness of the Nadiya app. This included a simplified game mechanic, clear objectives, rewards, and engaging education on complex emotion.
The desk research uncovered a cultural stigma around mental health in Ukraine. This helped inform how the product should be positioned, and demonstrated to the charity the value of user-centred design.
The prototypes I developed generated positive stakeholder engagement and helped build confidence in the potential of the approach. Although the project was paused due to organisational constraints, the work established a strong foundation for further development and demonstrated promising potential to support children affected by trauma.
Jenna Maudlin
Lead Designer
