Case Study 3: ADHD Vision

Applied Behavioral UXR for Dual-Sided Workflows: Member Retention & Facilitator Operations (MVP)

1 in 4members cancelled within 3 months, the churn problem to solve

1,000+neurodivergent adults in the community the platform serves

$77per month: the recurring offer validated and launched

Impact Highlights

Customer Churn – Tackled a critical churn driver where 1 in 4 members (25%) left within 3 months due to post-payment onboarding friction.
Seamless Onboarding – Replaced an overwhelming, disconnected third-party Skool redirect with a direct “pay-to-focus” app journey in Focus Revolution.
Automation – Automated trial tracking, conversion metrics, member preferences, and live coach session management (first-timer pings, ratings, and room timers).
Monthly Payment – Validated and scaled a sustainable $77/month recurring offer for the proprietary platform.

1. The Challenge & Business Context

ADHD Vision supports a global community of over 1,000 neurodivergent adults through live co-working focus sessions, interactive workshops, and structured productivity tools. However, financial and analytics data revealed a major threat to business growth: 1 in 4 members cancelled their subscription within an average of 3 months.

The core friction point occurred immediately after sign-up. Once customers paid for access, they were automatically redirected to the group’s third-party Skool community page. For a neurodivergent user experiencing executive dysfunction, this transition was jarring, overwhelming, and disconnected from why they signed up.

Primary Objectives

Build a seamless, low-friction onboarding flow in a new proprietary app (Focus Revolution) that drops new members straight into a focus session post-signup so they experience immediate value.
Automate backend infrastructure (trials, conversions, user preferences) and provide internal coaches with live session management tools to eliminate manual administrative overhead.

Focus Revolution checkout screens listing what is included in the subscription — Redesigned Focus Revolution checkout screen validating the $77/month ongoing subscription offer with explicit value breakdowns to prevent financial anxiety.

2. Research Strategy & Execution

Leveraging my background in clinical behavioral analysis and human factors, I led a mixed-methods approach to evaluate customer journeys and internal coaching workflows:

High-Fidelity Prototype Testing (N=20 Members, Internal Coaching Team) – Evaluated member onboarding flows alongside backend facilitator control dashboards across iterative testing rounds.
Asynchronous Feedback – Designed flexible feedback loops (voice notes, direct community messages, email, and live session chat) to cater to diverse cognitive processing styles without inducing evaluation anxiety.
Telemetry & Systems Analysis – Triangulated user feedback with staging logs, trial conversion data, and coach pings during active beta focus sessions.

3. Key Customer & Operational Insights

External (Member) Insights

Focus Session screen with a coach and three members on video, a 31:31 timer and 21 focusing now — Prototype demo of active 50-minute focus session. To eliminate executive dysfunction and time blindness during co-working, the UI offloads time-tracking to the facilitator (“Heads down — the coach has the clock”) while highlighting the active session timer (“31:31” remaining). Displaying real-time participant presence (“21 FOCUSING NOW”) provides subtle social accountability and body-doubling benefits without requiring members to speak or manage complex controls.

Redirecting paid users to a chaotic Skool forum created immediate cognitive overload, delaying their entry into focus sessions and eroding early retention.
Members needed an intuitive, single-tap entry into a live or upcoming focus room right after payment (“Coach Sam is live — Join now”) to feel instant momentum and lower drop-off.
Replacing complex navigation menus with a clean dashboard highlighting the next available room eliminated executive paralysis at sign-up.

Internal (Coach) & Backend System Insights

Facilitators managing rooms of up to 30 global members needed automated context pings (e.g., “Sam R. — their very first session. Welcome them by name”) to provide personalized support without manually cross-referencing spreadsheets.
Coaches required integrated, single-tap timers (5-min intro, 50-min focus block, 5-min wrap-up) and waiting room controls directly inside the UI.
Replacing manual operations with automated trial management, conversion triggers, and custom member preferences (light/dark mode, timezone display) dramatically reduced administrative support overhead.

Focus Revolution member dashboard. Bypassing Skool, returning members see a personalized profile and a single-tap “Enter Session” button for seamless focus session entry.

4. Business & Product Impact

Replaced the jarring Skool redirect with a direct-to-session onboarding flow, solving the core driver behind the 1 in 4 member cancellation rate.
Automated trial tracking, subscription conversion metrics, user preferences, and facilitator reporting (automating coach rating capture).
Validated and successfully launched the $77/month recurring offer for the proprietary Focus Revolution application.