FalaFreud was an early-stage health tech and I was part of the founding team responsible for the entire User Experience, for both therapists and patients.

I worked on the complete redesign of the onboarding and subscription process for FalaFreud, a Brazilian app that connects patients and psychologists for online therapy through a monthly subscription.




Product Designer




The onboarding process involves everything from choosing a psychologist to selecting a plan, where users can determine the number of sessions they wish to have monthly.

To start the design process, I conducted interviews with psychologists, patients, and CX stakeholders to understand the pain points of each party involved. I then conducted benchmarks with competing apps as well as platforms that connect professionals and clients - such as Cambly for language lessons.

With all the gathered information, along with the CEO and CTO of the startup, we held ideation sessions and brainstormed potential improvements. Subsequently, I created wireframes and conducted UI studies until reaching the final version of the user interfaces.

As a solution, the user starts by answering questions about their expectations, medical history, and personal information. Based on this, we can filter and present the best-matched psychologists, but just before showing the suggestions, we offer the option for the client to have a 10-minute free conversation with an online psychologist.

After this initial call, the user chooses their plan and whether they want to continue therapy with the same professional or explore other suggestions based on their profile.


The results were impressive following the implementation. We increased conversion rates by over 70% and the NPS (Net Promoter Score) of new users significantly surpassed that of previous users.

You can find here the Figma file with all the deliverables.

You can also see the startup infos, with the 500 deck and founding and press historical.

Other work

Want to create something awesome? Drop me a line.

→ in/luis-arratia