ourself.health: ASO

I optimized the app store presence for ourself.health, designing conversion-focused product pages and audience-targeted custom product pages (CPPs) to improve install rates and drive user acquisition across paid channels.

Challenge

With a crowded wellness app market, ourself.health needed an app store presence that could clearly communicate its value and convert users. With that in mind, I designed product pages that not only captured attention quickly but also spoke to different audience segments through leveraging Apple's custom product pages.

Process

With an understanding the app's core value propositions, myself and the main stakeholder identified key audience segments that would be targeted through paid acquisition channels.

From there, I focused on crafting a visual hierarchy that communicated ourself.health's offering within the first few screenshots. Custom product pages (CPPs) were developed as audience-specific variants, each tailored to reflect the context of different traffic sources, ensuring a cohesive experience.

Research & strategy

Before any design work began, the team invested time in understanding the landscape. We audited competitor listings across the wellness and mental health app space, identifying patterns in how top-performing apps structured their screenshot sequences, led with messaging, and differentiated themselves visually.

From there, we mapped ourself.health's core value propositions and used these to define the messaging hierarchy for the product page. For the custom product pages, we identified the key audience segments being targeted through paid acquisition. This informed how many CPP variants were needed and what each one needed to communicate.

Brand & visual direction

Color, typography, and imagery were chosen to signal calm and clarity. We utilized ourself.health's existing brand colors and used muted, pastel colors to appeal to our ideal end users in our marketing materials. App store assets were designed to match with social media marketing assets and templates, to ensure brand cohesion across multiple marketing platforms.

Results

The redesigned app store presence delivered meaningful improvements across key acquisition metrics. The redesigned app store presence drove conversion rate from 0.16% to 9.86%, a nearly 62x improvement following the launch of the new product page and CPP variants. CPP variants performed well in general, with the hormone CPP variant standing out by delivering 482 app downloads out of 1,400 page views in the time its segment was running.

Across 4 custom product pages launched, the targeted approach proved the value of audience-specific design, which shows that meeting users where they are, and using language that reflects their intent directly impacts downstream behavior.

Next steps

With a strong foundation in place, next Ourself will scale what's already working by developing additional CPP variants to target new audience segments and applying the same strategy across expanded paid channels.

Longer term, incorporatinguser feedback into the design strategy would help tighten up the strategy, design, and likely the metrics across the board.