Sunny

Mental health app that helps people strengthen friendships and expand social connections through small science-based actions that anyone can do. It is a digital guide for growing a daily practice of kindness and real-world social connection.

It was founded by a nonprofit 501(c)3 organization called Barnes Family Foundation.

Main problem

In today’s world, people feel disconnected and lonely. Building new friendships and maintaining old connections feels like a heavy ordeal: people think they don’t know how to do it or don’t have time for it because it seems like a burdensome task.

Main challenge

Despite Sunny's extensive research, there were still uncertainties and a lack of clarity regarding the product vision. We assisted the founding team in determining the best vision for the app and identifying what was ideal for the users.

Despite Sunny's extensive research, there were still uncertainties and a lack of clarity regarding the product vision. We assisted the founding team in determining the best vision for the app and identifying what was ideal for the users.
Despite Sunny's extensive research, there were still uncertainties and a lack of clarity regarding the product vision. We assisted the founding team in determining the best vision for the app and identifying what was ideal for the users.

My role

I led design efforts in our team by managing the discovery process and user/market research and collaborated with other designers on the concept testing, and feature set definition. The project involved more phases and steps in addition to those that are presented in the current user study. Here I focused entirely on the parts that I created or led.

01.

Team

We collaborated closely with Sunny’s product team and the SY Partners agency. Our Vinsol team included 1 product manager and 3 designers (including me).

01.

Team

We collaborated closely with Sunny’s product team and the SY Partners agency. Our Vinsol team included 1 product manager and 3 designers (including me).

01.

Team

We collaborated closely with Sunny’s product team and the SY Partners agency. Our Vinsol team included 1 product manager and 3 designers (including me).

01.

Our goal

Help Sunny’s team to find product market fit and develop a 0→1 product vision by validating product problems, defining target audience and product features.

01.

Our goal

Help Sunny’s team to find product market fit and develop a 0→1 product vision by validating product problems, defining target audience and product features.

01.

Our goal

Help Sunny’s team to find product market fit and develop a 0→1 product vision by validating product problems, defining target audience and product features.

01.

Tools

Figma, Figjam, Miro, Roam, Notion, Slack, Airtable. Some research was led by SY Partners, some - by us (Vinsol team), and others were held in close collaboration.

01.

Tools

Figma, Figjam, Miro, Roam, Notion, Slack, Airtable. Some research was led by SY Partners, some - by us (Vinsol team), and others were held in close collaboration.

01.

Tools

Figma, Figjam, Miro, Roam, Notion, Slack, Airtable. Some research was led by SY Partners, some - by us (Vinsol team), and others were held in close collaboration.

Week 1

Explore existing information and research data from the Sunny’s team.

Week 1

Explore existing information and research data from the Sunny’s team.

Week 1

Explore existing information and research data from the Sunny’s team.

Week 2–3

Market research & start defining what the actual product might look like.

Week 2–3

Market research & start defining what the actual product might look like.

Week 2–3

Market research & start defining what the actual product might look like.

Week 4–5

Assessing risks & feature fasibility analysis with our engineering team.

Week 4–5

Assessing risks & feature fasibility analysis with our engineering team.

Week 4–5

Assessing risks & feature fasibility analysis with our engineering team.

Week 6

Defining feature set and a possible product roadmap

Week 6

Defining feature set and a possible product roadmap

Week 6

Defining feature set and a possible product roadmap

Market research

The app was intended to be free of charge from the beginning, so we didn’t need to understand purchasing patterns in specific audiences. The primary objectives of market research are: → Determining competitors and what their unique value propositions are to understand the market landscape better and help product teams make next-step decisions about roadmap, features, or product improvements → identifying product-market fit. → Discovering the viability of a product/service within a population, including the demand. Market research can help us ensure we look at a problem big enough to warrant the time and effort.

Market research

The app was intended to be free of charge from the beginning, so we didn’t need to understand purchasing patterns in specific audiences. The primary objectives of market research are: → Determining competitors and what their unique value propositions are to understand the market landscape better and help product teams make next-step decisions about roadmap, features, or product improvements → identifying product-market fit. → Discovering the viability of a product/service within a population, including the demand. Market research can help us ensure we look at a problem big enough to warrant the time and effort.

Market research

The app was intended to be free of charge from the beginning, so we didn’t need to understand purchasing patterns in specific audiences. The primary objectives of market research are: → Determining competitors and what their unique value propositions are to understand the market landscape better and help product teams make next-step decisions about roadmap, features, or product improvements → identifying product-market fit. → Discovering the viability of a product/service within a population, including the demand. Market research can help us ensure we look at a problem big enough to warrant the time and effort.

Market trend is to empower individuals to proactively manage their health and well-being, foster a sense of community and belonging and meaningfully use data to improve outcomes substantively thereby creating new and innovative ecosystems.

The behavioral health market is predicted to reach $240 billion by 2026 according to a 2019 report → representative of growing interest in digital mental health apps among potential users.

Demand for tele-health and virtual behavioral health care driven by COVID → abrupt and rapid fall into social isolation amid pandemic leads patients online for mental and behavioral health support.

Competitive analysis

There are no direct competitors in the field, so we decided to analyze some of the adjacent apps in the mental health and self-help sphere →

What did we analyze?

The main thing we decided to analyze was the feature set to help us determine and validate what functions are considered industry standards, and we’ll definitely need to implement them. We analyzed the general characteristics of a feature and the various attributes of each one of them, along with general look, feel and ease of use. The app was intended to be content-heavy, so the second main thing we assessed was the content types used in each of the apps. It is a known fact that content is king, and providing quality along with variety could add a real impact and distinguish Sunny from its competitors. Last but not least were the app reviews we collected. We gathered the most praising and negative reviews to assess the strengths and weaknesses of our competitors. Once we had completed our analysis, we were able to get the big picture of what we might or might not want to add to our product.

Insights

The competitive analysis allowed us to find some of the gaps in the market, which allowed us to better plan for our feature set and ensure functionality popularity among target users. Here are some of the findings we gathered:

Content quality — Lacking variety and depth

Lessons were too basic and the information presented is common knowledge. Content is used as means for increasing user engagement only which fails as users lose interest with stale content.

Content quality — Lacking credibility

Users prefer apps that are based on scientific evidence. They were more eager to use apps that provide rich information and explanation of mental health issues and methods used to reduce it. This additional information made the apps look more reliable and trustworthy.

Lacking personalization

Some users complained about their inability to customize the app to fit their needs. Tailoring features like changing reminders frequency, self-selecting habits as well as providing content suggestions based on behavior and health data, goals, tracking activities or daily usage were missing.

Lack of features

Extremely barebones "checklist/to-do" tend to be less popular among the users and either did not log enough information or did not have enough metrics as people had hoped. Lack of monitoring your journey and progress towards goals is a deal breaker for a lot of users.

Lack of guidance

Guidance is essential for forming and keeping new habits, and for prompts for journaling. Without these, users cannot gain insights from their journey, making the experience less engaging and interactive. This also applies to the apps' lack of a great introduction to their various features.

Chat-bot limitations

The main concern for AI powered apps is they aren't that great at having natural conversations. Users feel frustrated they can't ask direct questions and feel that sometimes answers are very predictable. This can get worse when the marketing does not match the implementation.

User research

The primary objectives of user research on this stage were: → Answering the /what/and /who/; what people want to use and who will use it. → Clarifying segments within the larger population. → Better understanding pain points, goals, motivations, needs, and problems of users. → Determining mental models of a problem space, both inside and outside of the product. → Identifying “unknown unknowns” through discovery research to improve or create innovative solutions.

User research

The primary objectives of user research on this stage were: → Answering the /what/and /who/; what people want to use and who will use it. → Clarifying segments within the larger population. → Better understanding pain points, goals, motivations, needs, and problems of users. → Determining mental models of a problem space, both inside and outside of the product. → Identifying “unknown unknowns” through discovery research to improve or create innovative solutions.

User research

The primary objectives of user research on this stage were: → Answering the /what/and /who/; what people want to use and who will use it. → Clarifying segments within the larger population. → Better understanding pain points, goals, motivations, needs, and problems of users. → Determining mental models of a problem space, both inside and outside of the product. → Identifying “unknown unknowns” through discovery research to improve or create innovative solutions.

We launched an online survey using Typeform. About 200 people participated in the research. Some of the questions we’ve asked:

  1. Which areas would you like to improve your connection practice?

  2. How do you feel about making new connections?

  3. How do you most often connect with the people in you life?

  4. How many people do you maintain close contact with?

  5. If you could spend time practicing how to connect better with others would you?

  6. What are the hardest and easiest parts about connecting with other you currently have?

…etc.

Target audience key takeaways

There are no direct competitors in the field, so we decided to analyze some of the adjacent apps in the mental health and self-help sphere →

Millennials and Gen-Z are the primary target audience.

They are looking for relationship coaching apps to cultivate better and healthier relationships. They need insights on how to maintain long-distance relationships, build deeper connections and start meaningful conversations. They have too many contacts to keep up with, and they are bad at keeping in touch digitally.

Millennials and Gen-Z are the primary target audience.

They are looking for relationship coaching apps to cultivate better and healthier relationships. They need insights on how to maintain long-distance relationships, build deeper connections and start meaningful conversations. They have too many contacts to keep up with, and they are bad at keeping in touch digitally.

Common groups facing isolation and loneliness

→ Immigrants and people relocating usually have to start building their communities from scratch. → Marginalized groups like LGBTQIA people, people of color, and others who routinely face discrimination and stigma can feel socially isolated. → Older adults often live alone. Hearing or vision loss can contribute to their social isolation.

Overlooked market demographic

Common groups facing isolation and loneliness

→ Immigrants and people relocating usually have to start building their communities from scratch. → Marginalized groups like LGBTQIA people, people of color, and others who routinely face discrimination and stigma can feel socially isolated. → Older adults often live alone. Hearing or vision loss can contribute to their social isolation.

Overlooked market demographic

Behavior bias

→ Lazy (reduce effort and maximize the reward) → Overwhelmed (the paradox of choice) → Scared (nothing to fear if they DO take action — assurances and something to fear if they don't do this — limited time offer, limited stock)

Behavior bias

→ Lazy (reduce effort and maximize the reward) → Overwhelmed (the paradox of choice) → Scared (nothing to fear if they DO take action — assurances and something to fear if they don't do this — limited time offer, limited stock)

Possible solutions

Suggest activities and actions help users get a jump-start on the product functionality. No content "dead-ends".

Should consider 2 different modes of using the app: exploration mode (with no set goals) and quest, time-based challenges.

Active profile that reflects users' self state of constant change and evolution (not limited to just tracking progress).

Consider using simple language for those with English as a second language. Should find the right balance between simple and scientific language.

The onboarding should begin from learning what matters to users, what they're interested in, and what content might be valuable to them, in order to personalize recommendations.

Offer calendar-blocking for scheduling repetitive tasks that still take time out of the day — helps users reach their "aha moment" sooner.

Content should be actionable, might include self reflection and journaling.

The app should be accessible for people with visual and hearing impairments.

Personalized push reminders and alerts.

Concept testing

The main goal for this exercise was product validation that can help determine if our team is heading in the right direction. SY partners and our teams had a few concepts in mind, but they weren't fully formed ideas. We explored those concepts and ideas in Figma, constantly discussing and collaborating. We ended up with 4 different main directions and some independent feature/interaction/animation ideas. Below, I'm showing the ones I created. We tested them with the client to see Sunny's product team's reactions to the general look and feel of the app and particular ideas and concepts.

Concept testing

The main goal for this exercise was product validation that can help determine if our team is heading in the right direction. SY partners and our teams had a few concepts in mind, but they weren't fully formed ideas. We explored those concepts and ideas in Figma, constantly discussing and collaborating. We ended up with 4 different main directions and some independent feature/interaction/animation ideas. Below, I'm showing the ones I created. We tested them with the client to see Sunny's product team's reactions to the general look and feel of the app and particular ideas and concepts.

Concept testing

The main goal for this exercise was product validation that can help determine if our team is heading in the right direction. SY partners and our teams had a few concepts in mind, but they weren't fully formed ideas. We explored those concepts and ideas in Figma, constantly discussing and collaborating. We ended up with 4 different main directions and some independent feature/interaction/animation ideas. Below, I'm showing the ones I created. We tested them with the client to see Sunny's product team's reactions to the general look and feel of the app and particular ideas and concepts.

General moodboard

Based on the key marketing and user research takeaways, along with the client's vision, conceptually, we aimed for an inviting, lush feel to the app (versus sterile and utilitarian). The design elements of the Sunny app would be accessible yet sophisticated, fun, and bold, avoiding excessively juvenile. Engaging illustrations and animations are great content that inspires and motivates our future users.

Concept 1 — Sunny as a guide

This is the first concept I came up with that the client also had in mind as a possible option — Sunny as a chatbot, an innovative AI-powered interface with the ability to self-reflect and journal. The advantage of this approach is that it can be made as part of Facebook Messenger, which allows easier access without downloading a separate app. The main downsides of this approach are the navigation and current chatbot limitations that make the app feel unnatural. ​​​​​​​

Concept 2 — Sunny as a companion

The second concept was more about the onboarding process without defining the app's complete internal feature set and idea. Starting from the user assessment and picking the first challenge to get a jump-start with the Sunny character always being there for your support and reaching out. This interaction is familiar to most users, easy to use, and with expected behavior — a safe option with a nostalgic twist inspired by Clippy from Microsoft Word.

Additional screens and concepts
Concept validation results

Main visual direction and mood

Chat-bot concept

Fun activities and animations

No clear navigation

Choose your own adventure concept

No opportunity to self reflect

It’s not about badges and tracking progress

No sense of completion the task

Nudges to do easy actions

No keeping track of your own journey so you can reflect on your adventure

Sunny as a guide (always there for your support and reaching out)

Results

In 2021 our company decided to pivot and focus on two startups where we were investors. Together with Sunny, we decided to wrap things up at the stage we were on without proceeding to the subsequent phases. Even though the project hasn’t been fully finished, we managed to help Sunny with the following: ✅ Defined product mission and clear problem statement. ✅ Specified target audience with clarified pain points, goals, motivations, and needs. ✅ Defined product features and tested app concepts that allowed the client to narrow down the product vision.

Results

In 2021 our company decided to pivot and focus on two startups where we were investors. Together with Sunny, we decided to wrap things up at the stage we were on without proceeding to the subsequent phases. Even though the project hasn’t been fully finished, we managed to help Sunny with the following: ✅ Defined product mission and clear problem statement. ✅ Specified target audience with clarified pain points, goals, motivations, and needs. ✅ Defined product features and tested app concepts that allowed the client to narrow down the product vision.

Results

Digital tools must reduce the time spent on writing down symptoms, diagnosis and prescriptions, and maximize the time doctors spend with patients, in order to offer the best service possible. This includes inputting, storing, and managing patient records, as well as analyzing the data and communicating some of it to patients.

The Sunny app was successfully launched for iOS and Android in July 2022.

Want to get in touch?
Feel free to drop me a line or download my resume.

© 2024 Xenia Marova

Want to get in touch?
Feel free to drop me a line or download my resume.

© 2024 Xenia Marova

Want to get in touch?
Feel free to drop me a line or download my resume.

© 2024 Xenia Marova