We helped JAAQ build a data-driven product development culture

JAAQ is a platform dedicated to improving mental health through expert-led videos. We’ve been their tech partner from the start and worked with them on continually improving and upgrading their product.

We co-created a platform providing an immersive experience of seamless conversations with experts. The platform offers pre-recorded video answers to various mental health topics for engaging conversations. The results were phenomenal.

Together, we developed a highly scalable system capable of processing 60,000 requests per hour while operating flawlessly without a single hiccup. On the first day in production, the platform served 32,000 conversations.

The next step? We came up with a plan to optimise their product development and empower data-driven decision-making.

We created an app for JAAQ that processes 60,000 requests/hour

We helped JAAQ build a video content platform for mental health, where professionals can create, upload, and share mental health support.

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The challenge: Data-driven decision making

JAAQ needed to move beyond intuition to optimise feature development and user experience. Critical questions, such as where users dropped off, which features drove engagement, and how to increase conversions, remained unanswered.

Without clear metrics and insights into user behaviour, prioritising efforts, setting measurable goals, and tracking progress was highly challenging.

The solution: Optimising product development through strategic processes

Establishing product metrics

We introduced JAAQ to the concept of product analytics and helped them define key metrics across the user journey, including:

• bounce rate: identifying weak entry points by measuring the percentage of users who leave the platform without engaging;
• drop-off points: pinpointing where users disengage, whether during onboarding, video playback, or content exploration;
• funnel analytics: analysing user journeys, from browsing topics and using the AI-powered search to selecting content and reaching the "aha" moment to uncover bottlenecks;
• engagement metrics: Tracking time spent on the platform, video completion rates, and repeat visits to measure user satisfaction and retention;
• conversion metrics: measuring key actions like video plays and content ratings to assess platform effectiveness.

Assessing the starting point

Using the metrics we previously set, we conducted a baseline analysis to assess the platform’s current state. This uncovered several critical pain points:

• high drop-off rates at the start of the user journey, especially on the landing page;
• confusing navigation, with users frequently returning to the starting point instead of reaching key conversion areas;
• underutilised features, like the AI-powered search bar, which had significant development investment but low engagement;
• ineffective video rating system, where the 5-star scale was either ignored or used randomly before being dismissed.

While the platform successfully attracted users, the data revealed a major issue – many were intrigued but quickly became disoriented and overwhelmed. Most left within minutes, disengaged and without experiencing the platform’s value, posing a serious risk to its mission and growth.

Defining goals and objectives

Together with JAAQ’s team, we set clear, measurable goals using the North Star Metric framework. We asked, “What does success look like for all of us?” and aligned on a key target: increasing the percentage of users who play a video from less than 18% to 35–50%.

These goals not only supported JAAQ’s business vision and mission but also provided a clear focus for optimisation – helping identify and remove barriers to user engagement.

Built experimentation roadmaps

To validate assumptions and test ideas, we created structured roadmaps prioritising hypotheses based on their potential to bring us closer to the defined goals. Key initiatives included:

• educating and orienting users early with visuals on the landing page;
• improving the visibility of key action buttons and drawing user attention to them;
• enhancing the browsing experience for topics and the key conversion funnel;
• redesigning the video player as the primary destination to encourage users to play videos.

A seamless testing framework

To drive meaningful improvements, we implemented a comprehensive testing framework with key components:

• feature flags and traffic-splitting: This allowed us to test new features and UI changes on specific user segments without disrupting the overall experience.
• data collection setup: Combined qualitative and quantitative methods for deeper insights:
  1. Qualitative: User session recordings, heatmaps, and surveys to capture direct feedback (Hotjar)
  2. Quantitative: Custom event tracking and analytics for detailed interaction data (Google Analytics, internal SQL database)
• analytics dashboards: Real-time reporting to track key metrics and measure progress (Databox, Google Analytics custom reports)

This framework ensured accurate data collection, effective hypothesis testing, and actionable insights – all without disrupting the user experience.

Further monitoring and iterations

We set up dashboards for real-time metrics monitoring, enabling JAAQ to track progress toward goals daily and weekly. This iterative process allowed us to refine experiments rapidly, double down on successes, and pivot from low-impact efforts.

Empowering JAAQ with a data-driven culture

Beyond metrics and experiments, we worked closely with JAAQ’s leadership and team to interpret data insights and turn them into strategic decisions.

Through workshops, regular reporting, and ongoing collaboration, we helped embed a data-first mindset into their operations, enabling them to analyse performance independently and drive continuous improvement.

By the end of the project, JAAQ had not only improved key metrics but also built a company-wide culture that prioritises data in every decision, from product development to customer engagement. Their ability to analyse data and iterate on features empowers them to evolve continually and meet user needs.

Analysing the state of mental health with JAAQ’s founder Danny Gray

Just like physical health, mental health is equally important. Think about this: we don’t go to the gym or play sports because we are ill or because we broke an arm - we do those things to be healthy and improve the quality of our lives. We need to achieve the same level of awareness when it comes to understanding the significance of mental health. About that and more - we talked with JAAQ's Danny Gray.

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The results: From sustainable growth to higher conversion rates

By embedding data-driven thinking into their processes, JAAQ is now equipped to iterate, experiment, and innovate independently, ensuring long-term success.

Today, JAAQ stands as a model for how embracing data-driven decision-making can not only solve immediate product challenges but also create a foundation for continuous growth.
The results of this transformation were both immediate and long-lasting:

Enhanced user insights

JAAQ gained clear insights into user behaviour, identifying where users dropped off and which features drove engagement.

This actionable data provided a clear roadmap for improvement, helping them prioritise changes that would have the most significant impact on user experience and platform performance.

Boosting conversion rates by up to 35%

Bounce rates from the landing page decreased by 10%, reflecting more effective entry-point experiences.

Simplified navigation helped 15–20% more users figure out their next steps in the conversion funnel. As a result, significantly more users played multiple videos, increasing overall platform engagement.

Weekly conversion rates soared from 18% to 35%, reaching the lower end of the defined success metric range.

Turning big dreams into reality

This partnership highlights how combining structured analytics, iterative experimentation, and a collaborative approach can transform a product into a scalable, data-driven success.

We empowered JAAQ not only to address immediate challenges but also to build the mindset and tools necessary for continuous growth and improvement.