Tilda – Mental health start up

Year
2020

Context and product

Tilda was a mental-health startup launched during the COVID-19 pandemic, at a time when emotional strain, isolation, and uncertainty affected many people. This specific offering was targeted at mature women.

The goal was to make professional mental-health support more accessible, less intimidating, and better integrated into everyday life.

Inspired by platforms such as BetterHelp, Tilda went beyond 1-to-1 therapy by focusing strongly on group formats, community-driven support, and structured therapeutic programs,

Problem space

During the pandemic, demand for mental-health services rose sharply—while access became more fragmented and overwhelming.

Key challenges included:

  • Lowering the barrier to seeking help, especially for first-time users

  • Designing for emotional vulnerability, trust, and safety

  • Translating therapeutic content into formats that work digitally

  • Supporting both patients and therapists within the same ecosystem

  • Adapting quickly in a fast-changing, high-stress context

Research and insights

Research was conducted before, during, and after launch, combining:

  • Qualitative interviews with women seeking mental-health support

  • Conversations with therapists and facilitators

  • Early usability testing of concepts and flows

  • Continuous feedback loops post-launch

Key insights:

  • Many users felt overwhelmed by “too many options” on existing platforms

  • Group therapy felt safer and more approachable when clearly explained upfront

  • Language mattered enormously—clinical wording increased anxiety

  • Trust was built through transparency, structure, and human tone

These insights directly shaped both UX decisions and content strategy.

Designing the user experience

1. Platform structure and navigation

I designed the overall structure of the website to:

  • Help users quickly understand what Tilda offers

  • Guide them gently toward the right format (group, program, or individual support)

  • Reduce cognitive load during emotionally sensitive moments

Clear framing replaced medical terminology, helping users feel oriented rather than diagnosed.

2. Booking and Group therapy flows

Group therapy was a core offering—and required careful UX design:

  • Transparent session descriptions (what happens, who it’s for, what to expect)

  • Simple booking flows that reduced friction and uncertainty

  • Clear preparation steps before sessions to build psychological safety

Translating therapy into digital formats

A central part of my work was translating therapist-provided units—often designed for in-person settings—into engaging digital experiences.

This involved:

  • Breaking down complex therapeutic concepts into clear, approachable steps

  • Structuring content for asynchronous and live use

  • UX writing that balanced warmth, clarity, and professionalism

  • Designing formats that supported reflection without overwhelming users

Outcome and impact

My role

I worked as UX Designer & Strategist, contributing across discovery, concept, and delivery. My responsibilities included:

  • UX research with users and potential customers

  • Information architecture and site structure

  • Booking flows for individual and group therapy sessions

  • UX for the therapist-facing backend

  • Translating therapeutic units into engaging digital experiences

  • UX writing and tone-of-voice alignment for sensitive content

Tilda demonstrated how human-centred UX can make mental-health support feel more approachable—especially in times of crisis.

Key takeaways:

  • Emotional safety is a design requirement, not a nice-to-have

  • Structure builds trust in vulnerable contexts

  • Language and interaction design are inseparable in mental-health products

  • Designing for therapists is just as critical as designing for users

The project strengthened my experience in sensitive domains, complex service ecosystems, and research-driven design—skills I continue to apply in data-heavy and high-stakes environments today.