The most common question, no matter if it was a parent or a therapist when we did user testing was “Why? What’s the catch? Why would you do all of this for free?”.
It was clear the messaging was very important, and also the way sections were organized to tell their story along with the help of the images or illustrations.
We focused a lot on the fact that they are a non-profit organization that donates their profits to those who can’t afford to pay, and also on the fact that their team is actually a part of the audience, and that they know what it is like to not have access to the right mental health support or to not know where to learn more about anything that’s needed.