Redesigning for AI Personalisation
on Australia's #1 Therapy Platform
We partnered with Talked to pioneer an AI-assisted approach to lifecycle design, designing emotionally intelligent experiences using behavioural science, earning trust and making digital therapy feel deeply human.
"Working with the GFP team was honestly a really enjoyable process.
They bring a
depth of experience in the mental health space that shows up in every conversation, it’s clear they really get the nuances of
how people think and feel when it comes to therapy.
They went super deep into our client base, from product data to surveys and running therapist and client interviews, and turned all that into archetypes that finally make sense of our users.
It’s given us real clarity across everything we do. Their designers have been
great to work with, they really listen, take feedback on board, and always come back with thoughtful new ideas.
The whole thing felt collaborative and fun.
No fluff, no ego, just smart people
genuinely interested in
making something better.
The end result is a completely fresh approach to lifecycle and onboarding that
really sets us apart in the market. I’m excited to keep building on this together, to test, iterate, and see what kind of impact this foundational transformation can really have."
-Ben Southall, Founder
Talked
Client
Year
2025
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
- Help more new users move from signup to first session with less hesitation
- Build trust through supportive, emotionally intelligent communication
- Strengthen retention by making therapy feel valuable week after week
- Create a lifecycle system that could scale without losing Talked’s human touch
Our Role
Growth For Purpose partnered with Talked to design a lifecycle based on psychology and empathy. We mapped archetype-based user needs, created affirming onboarding flows, and built retention journeys that were designed to reduce shame, highlight small wins, and make progress feel possible.
Results
This project provides a scalable engine for growth. The new system is built to significantly improve user activation, strengthen long-term retention, and future-proof Talked's mission to keep therapy safe, supportive, and human.
Note: Designs have been published with the client's permission.
PHASE 1: IDENTIFYING HIGH-IMPACT GROWTH OPPORTUNITIES
Uncovering Opportunities for Scalable Growth
An in-depth audit was conducted of Talked’s product, marketing, and lifecycle ecosystem to identify the highest-impact opportunities for immediate gains in conversion and revenue growth, while laying the foundation for long-term, compound returns.
Our audit process examined every stage of the user journey, from App Store impression to post-session engagement, combining behavioural data, heuristic analysis, and psychology-led UX review. This allowed us to pinpoint where users were losing confidence, clarity, or momentum - and to define where the greatest growth potential lived. From this work, we identified three core areas for investment:
- Onboarding & Activation Redesign: Reimagining the full journey from first impression to first paid booking to build trust, reduce friction, and increase activation rates.
- Lifecycle Communication Overhaul: Designing a foundational, personalised CEA journey across email and push that drives engagement, retention, and long-term value creation.
- App & ASO Optimisation: Positioning the Talked app as a true differentiator in the Australian market, with a focus on organic discovery and improved App Store conversion.
With the key growth levers identified, our next step was to understand the human context behind them and map out user archetypes.
COMPETITOR ANALYSIS
Uncovering Gaps in Trust and Onboarding
We analysed leading therapy and mental-health platforms to uncover how they communicate trust, guide users, and convert intent into action. The research showed that most competitors rely on clinical tone, overcomplicate onboarding, and miss emotional reassurance at key decision points.
By contrast, Talked had the opportunity to lead with warmth and psychological safety -turning therapy from a daunting process into a clear, confidence-building experience.
Outcome:
Sharper UX strategy, stronger emotional clarity, and a friction-free first step that builds trust from the start.
Phase 2: Humanising the Data
From Struggle to Strength: Archetypes That Unlock Action
It was important for us to understand Talked users and dig deep intro what truly drives their decisions. Through in-depth interviews, behavioural mapping, and data analysis, we uncovered the emotional barriers that stop people from starting therapy and the motivations that keep them going.
We created six archetypes that capture the real emotions behind therapy decisions. Whether someone feels stuck, in crisis, or ready to grow, Talked’s experience now meets them with validation, safety, and a clear next step.
WHY WE START WITH CONTEXT & ARCHETYPES
Archetypes as a Foundation for Informed Business Decisions
Starting with identifying validated, research-based archetypes sets an essential business foundation to give Talked the strategic clarity, emotional resonance, and market differentiation needed to grow efficiently and sustainably, by deeply understanding the lived experiences, motivations, and decision drivers of your audience.
We identified their most valuable audience archetypes, mapped their emotional journeys from awareness to advocacy, and defined what truly motivates them to take an action, so that every message, every ad, every lifecycle touchpoint is deeply aligned to what they actually care about.
We mapped user's psycho-emotional journeys from awareness to retention, providing guidelines on how to communicate, convert, and retain them at each stage. This work draws on data-led qualitative research (product data, forums, reviews, lived experiences) and is validated through targeted surveys and interviews.
This isn’t just a messaging project for Talked. It’s the foundation for every future growth decision, informing ASO, ads, onboarding, lifecycle comms, tone, segmentation, and even internal hiring and investor pitches.
The return? Increased conversion, deeper trust, and consistent strategy delivering ROI for years.
PHASE 3: TURNING INSIGHT INTO EXPERIENCE
Shaping Therapy Journeys That Users Trust and Return To
This journey map shows how Talked supports users from their very first interaction through to ongoing therapy. Each step from initial click to booking, paying, and engaging in sessions is mapped with behavioural triggers and supportive touchpoints.
By layering in reassurance, clear communication, and timely nudges, Talked helps users move past hesitation and into sustained engagement.
HIGHLIGHTS
Psychology-Led UI/UX Redesign
Insights from the archetypes and journey mapping shaped a complete redesign of Talked’s core user flows — from landing page to booking. Every screen was guided by behavioural psychology to reduce friction, build trust, and validate emotion.
Landing Page: Designing First Impressions That Build Trust
We reimagined Talked’s landing page to capture attention immediately and guide users toward taking their first step into therapy. The redesign uses behavioural psychology to build trust quickly, reduce hesitation, and create a sense of safety from the very first impression. By blending human stories with psychological design cues, the landing page transforms into more than just a marketing asset - it becomes the first act of reassurance in the therapy journey.
Therapist Search: Reducing Overwhelm Through AI-Guided Matching
The Talked Matching Assistant begins with a simple, empathetic question: “What brings you here today?”. The interface provides guided input: a dynamic text box cycles through reflective prompts, and quick-select options underneath let users choose issue-specific shortcuts.
This supportive process converts initial uncertainty into the rich data needed to recommend the best-fit therapists, ensuring a validating and clear next step.
The Matching Assistant blends empathetic prompts with AI-powered matching - turning hesitation into a supported next step.
Finding the Right Therapist with Clarity and Confidence
We redesigned Talked’s therapist search and profile experience to make every step feel approachable, transparent, and supportive. The goal was to reduce friction, ease decision fatigue, and help users feel confident from their very first search.
The new flow guides users through three key stages - loading, search results, and profile exploration - each designed to build trust through psychology-led principles. From how progress is displayed to how information is structured, every decision was intentional in reducing uncertainty and increasing user confidence.
Loading
The redesigned loading state replaces uncertainty with reassurance. Instead of leaving users waiting without context, it visually shows that the system is actively searching for therapists, checking availability, and aligning preferences. By making progress visible and purposeful,
users feel supported and confident that they’re moving toward the right match — reducing anxiety and early drop-off.
Search/Match
The search and results experience was redesigned to create a calm, confidence-building first impression.
To reduce cognitive load, we prioritised the details that matter most in early decision-making therapist style, approach, availability, and cost-surfaced clearly and consistently.
By simplifying visual hierarchy and removing unnecessary noise, users can scan, compare, and act without overwhelm.
Therapist Profile
Each profile now highlights qualifications, Medicare eligibility, and real client reviews, presented in a clear, relatable format.
This approach surfaces critical information when it matters most, building the trust needed for users to confidently book their first session.
Database
Instead of scrolling through endless profiles, users are guided by clear categories such as therapist style, availability, and areas of expertise.
By surfacing the most relevant matches upfront and pairing them with supportive design cues, the experience reduces decision fatigue and helps users quickly find a therapist who feels right for them.
Booking & Payment Flow: Turning Hesitation Into Commitment
We streamlined Talked’s booking and payment flow to make the journey from session choice to confirmation simple and reassuring. Whether starting from a therapist profile or clicking “Book Now,” both paths converge into the same clear process -account setup, verification, Medicare checks, payment, and confirmation.
Each step was redesigned with psychology-led cues: transparent screens reduce uncertainty, progress markers reinforce momentum, and upfront trust signals like Medicare eligibility and pricing build confidence. The result is a smoother flow that minimises drop-offs and helps users feel supported as they secure their first session.
Flow 1: Booking via “Book Now” Preview Card
Flow 2: Booking Directly From Therapist Profile
OUTCOMES
Mapping Out the Whole Journey
The UI/UX redesign of Talked streamlined the therapy journey to built greater trust at every touchpoint, and drive Talked towards specific goals:
The redesign transformed Talked from a traditional directory into a supportive, user-friendly platform that meets both the emotional and practical needs of Australians seeking therapy.
Ready to Grow?
Get in touch to book in a call, and make sure to check out our case studies showcasing some of our recent impact!