Personalised Journeys That Build Trust for Talked

"What really stood out with GFP was how everything, the copy, the tone, even the tiniest design detail, came from a genuine understanding of our users.

They didn’t just write nice emails or design clean screens; they built communication that feels like it’s written for real people in real emotional moments.

You can tell they’ve spent time listening, to clients, to therapists, to the language people actually use when they’re struggling. That depth shows up everywhere in the work.

The end result feels perfectly aligned with who we are as a brand, human, supportive, and stigma-free, and it’s helping us connect with users in a way that’s both kind and effective."

“What impressed me most about GFP’s work on building out the flow was the dedication and thought that the team put into each of the email flows they created.

I could see that the team truly considered the perspective of our users and clients when drafting and creating the flows.

They helped us rebuilt an outdated process to one where the copy, visuals, and tone all reflect how our users really feel when they’re looking for support, hesitant, hopeful, and needing reassurance.

It was a genuinely collaborative process. The team came back with new insights and creative tests that surprised us in the best way. The end result feels authentic to who we are and how we want people to experience the Talked app.”

Background

Talked is an Australian platform making therapy more accessible, flexible, and stigma-free. As they scaled, they faced a common challenge in digital mental health: high intent signups that stalled before the first session, and users who needed more support to stay engaged long-term.

Key Goals

Build supportive, stigma-free engagement journeys that meet users where they are emotionally.
Boost activation and onboarding with clear, empathetic flows that lower friction and build early trust.
Sustain long-term engagement through email, push, and in-app touchpoints that feel validating and human.

Our Role

We built a Customer Engagement Automation (CEA) strategy that made therapy feel approachable, safe, and accessible. Each journey guided users from sign-up to ongoing support, easing hesitation, reinforcing progress, and fostering emotional safety. Psychology-led messaging and automation together helped Talked deepen trust, boost bookings, and strengthen retention.

Note: Designs have been published with the client's permission.

To design meaningful automations, we first needed to understand the real emotions behind therapy decisions. Through behavioural data, user interviews, and message analysis, we uncovered the fears, motivations, and triggers that shape engagement.

We then mapped six user archetypes to guide personalisation across every touchpoint. Each reflects a different emotional starting point - from seeking reassurance to ready for change - ensuring every message feels empathetic, validating, and clear.

Grounded in psychology, this foundation enabled scalable personalisation, fast iteration, and continuous AI-driven optimisation across the lifecycle.

Goal: Increase therapy bookings and long-term retention

We designed a psychology-informed Customer Engagement Automation (CEA) journey for Talked - a personalised, behaviour-based system spanning email, push, and in-app touchpoints. Each pathway was tailored to different user archetypes, ensuring every message felt emotionally relevant and aligned to each user’s psycho-emotional state.

This foundational setup not only built a strong base for trust and activation but was designed for learning and evolution- capturing behavioural insights to enable fast iteration, multivariate experimentation, and continuous optimisation. From sign-up to first booking and beyond, every interaction was crafted to reduce hesitation, surface the right features, and nurture an ongoing sense of progress and connection.