Foster the commitment of
a long-term meditation practice
Scope
Ideation + Delivery
Year
2024
Framework
What is Headspace?
Created in 2010, Headspace is a user-friendly app that features a variety of different guided meditations and mindfulness exercises.
Providing unique tools and resources to help reduce stress, build resilience, and aid better sleep.
Brief > Build a practical solution for fitting
meditation into a busy lifestyle.
Retention
> Drive deeper user engagement in the app (12% of users are still active on the app 30 days after their initial use)
Conversion
> Increase the conversion rate from free trial to paid subscription (8% of users upgrade from a free to a paid plan)
Challenge
With the scope ranging from Ideation to Delivery, we had
to solve the following issue:
How can we encourage users to develop a long-term
meditation habit?
Metrics to impact
DAU & MAU retention rate
Increase by 5%
Monthly attraction rate
Increase by 10%
Daily in-app time rate
Increase by 10%
Benchmark
Comparative analysis
By benchmarking direct and indirect competitors, we analysed their features, user experience, and market positioning.
This allowed us to identify opportunities for differentiation and innovation, to create new features and enhance our product.
First, we conducted an analysis of the Headspace app.
Features
The mandatory account creation upon opening the Headspace app is a turn-off for many users, as it interrupts the initial experience and can deter them from further engagement.
The offer of a free trial is appealing, however, the require-ment to purchase an annual subscription upfront and then cancel within a strict 14-day window is a significant barrier for users.
User Interface in certain sections, like the Explorer landing page, is unclear.
Meditation app Moonly
offers a high-quality onboarding process that includes product introduction, questions, exercises, and account creation at the end.
Mental health app Stoic
helps users by providing mood tracking, personalized medita-tion tools and exercices.
Language learning app
Duolingo provides a Freemium model, allowing users to experience the app for free before potentially upgrading to a paid Premium plan.
The benchmark provided us with inspiring ideas that significantly boosted our project
New onboarding
Freemium and Premium offers
Freemium development
Account creation at the end of the process
Personalization
Clarify UI
Ideation
Co-creation workshop
We started with a brainstorming session using a mind map. Next, we narrowed down our ideas through a 'crazy 8' and then visualized them with a flow and storyboards.
We started with a brainstorming session using a mind
map. Next, we narrowed down our ideas through a 'crazy 8'
and then visualized them with a flow and storyboards.
Flow
Storyboard
Solution V1
1. Overhaul the onboarding process.
We restructured the onboarding to deliver a better experience. Users are now introduced to Headspace and then guided through a series of questions to tailor the content to their interests.
By delaying account creation and payment, we aim to demonstrate the app's benefits before asking for a commitment.
We created a feature to view the common interests
and dating preferences of both 'crushers', to facilitate
exchanges, with the aim of a physical meeting.
We also ensure safety by triple-checking each user's
information.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
🤗 Optimize user experience
2. Implementation of content personalization.
We deployed content personalization via questions aligning with personalization dimensions and content suggestions based on these dimensions, to deliver highly customized content.
We created a feature to view the common interests
and dating preferences of both 'crushers', to facilitate
exchanges, with the aim of a physical meeting.
We also ensure safety by triple-checking each user's
information.
Objectives
⛄️ Encourage retention
🤗 Optimize user experience
⏳ Increase app usage time
3. Launch a freemium model.
By introducing a new feature that allows users to use the app for free and enjoy a portion (limited) of the content, we made the app more accessible to a wider audience. We also clarified the distinction between Freemium and Premium content within the app.
We created a feature to view the common interests
and dating preferences of both 'crushers', to facilitate
exchanges, with the aim of a physical meeting.
We also ensure safety by triple-checking each user's
information.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
User Testing
In order to validate that our solution was intuitive and met our
objectives, we conducted User Testing.
We adjusted the product to align with user requirements.
Through semi-structured qualitative interviews, we aimed
to delve into the motivations and challenges users face
when it comes to real-world interactions.
Main objectives
> Analyze the understanding of the onboarding
> Evaluate the understanding of content personalization axes
> Assess the comprehension of recommendations mechanics
> Measure the perceived value of Freemium and Premium
Panel
> 2 women - 3 men
> 26 - 44 years old
> Meditation app users
Iteration
V1
V2
V1
V2
We also created custom pages
for each axis to offer users personalized experience.
To enable users to access personalized results and content, we changed the illustrations into buttons and clarified the wording.
5/5
Users were unable to reach their personalization results.
“Frankly, the process was unclear to me. I should be able to view
my personalization results.”"
Roxane
2/5
Users didn't get the points on which content is personalized.
“I don’t think I get it... Is it supposed to be
something I woud like to achieve?”
Pierre
We improved the clarity and organization of this section by adding the names and descriptions of the main topics and visually linking each color to the corresponding questions.
V1
V2
2/5
Users did not understand
the recommendation mechanics.“I told to myself that all those questions could
undermine my goal of achieving tranquility!”
Flora
To make it clearer, we added a page
of questions related to productivity.
(And like for the axes), we visually linked each topic to the corresponding question.
V1
V2
Solution V2
Prototype
Your name is Miles. You're caught between the demands of your job and the needs of your family. Your mind is a whirlwind of thoughts and anxieties.
A friend talks about Headspace, so you decide to check it out!
You launch the app for the very first time…
9:41
9:41
9:41
9:41
9:41
9:41
Framework
What is Headspace?
Created in 2010, Headspace is a user-friendly app that features a variety of different guided meditations and mindfulness exercises.
Providing unique tools and resources to help reduce stress, build resilience, and aid better sleep.
Brief > Build a solution to integrate meditation into a busy lifestyle.
Retention
> Drive deeper user engagement in the app (12% of users are still active on the app 30 days after their initial use)
Conversion
> Increase the conversion rate from free trial to paid subscription (8% of users upgrade from a free to a paid plan)
Challenge
With the scope ranging from Ideation to Delivery, we had to solve the following issue:
How can we encourage users to develop a long-term meditation habit?
Solution
Prototype
Your name is Miles. You're caught between the demands of your job and the needs of your family. Your mind is a whirlwind of thoughts and anxieties.
A friend talks about Headspace, so you decide to check it out! You launch the app for the very first time…
More?
Watch the full case on Desktop.
2025 ® Sébastien Delahaye
I am always exploring
work opportunities
Foster the commitment
of a long-term
meditation practice
Framework
What is Headspace?
Created in 2010, Headspace is a user-friendly app that features a variety of different guided meditations and mindfulness exercises.
Providing unique tools and resources to help reduce stress, build resilience, and aid better sleep.
Solution
Prototype
Your name is Miles. You're caught between the demands of your job and the needs of your family. Your mind is a whirlwind of thoughts and anxieties.
A friend talks about Headspace, so you decide to check it out! You launch the app for the very first time…
Challenge
How can we encourage users to develop a long-term meditation habit?
With the scope ranging from Ideation to Delivery, we had to solve the following issue:
Brief > Build a practical solution for fitting meditation into a busy lifestyle.
Retention
> Drive deeper user engagement in the app (12% of users are still active on the app 30 days after their initial use)
Conversion
> Increase the conversion rate from free trial to paid subscription (8% of users upgrade from a free to a paid plan)
9:41
Foster the commitment of
a long-term meditation practice
Scope
Ideation + Delivery
Year
2024
Promote consideration and
acquisition of new users
Promote consideration
and acquisition of
new users
I am always exploring
work opportunities
More?
Watch the full case on Desktop
I am always exploring
work opportunities
Framework
What is Headspace?
Created in 2010, Headspace is a user-friendly app that features a variety of different guided meditations and mindfulness exercises.
Providing unique tools and resources to help reduce stress, build resilience, and aid better sleep.
Brief > Build a practical solution for fitting
meditation into a busy lifestyle.
Retention
> Drive deeper user engagement in the app (12% of users are still active on the app 30 days after their initial use)
Conversion
> Increase the conversion rate from free trial to paid subscription (8% of users upgrade from a free to a paid plan)
Challenge
With the scope ranging from Ideation to Delivery, we had
to solve the following issue:
How can we encourage users to develop a long-term
meditation habit?
Metrics to impact
DAU & MAU retention rate
Increase by 5%
Monthly attraction rate
Increase by 10%
Daily in-app time rate
Increase by 10%
Benchmark
Comparative analysis
By benchmarking direct and indirect competitors, we analysed their features, user experience, and market positioning.
This allowed us to identify opportunities for differentiation and innovation, to create new features and enhance our product.
First, we conducted an analysis of the Headspace app.
Features
The mandatory account creation upon opening the Headspace app is a turn-off for many users, as it interrupts the initial experience and can deter them from further engagement.
The offer of a free trial is appealing, however, the require-ment to purchase an annual subscription upfront and then cancel within a strict 14-day window is a significant barrier for users.
User Interface in certain sections, like the Explorer landing page, is unclear.
Meditation app Moonly
offers a high-quality onboarding process that includes product introduction, questions, exercises, and account creation at the end.Mental health app Stoic
helps users by providing mood tracking, personalized medita-tion tools and exercices.Language learning app
Duolingo provides a Freemium model, allowing users to experience the app for free before potentially upgrading to a paid Premium plan.
The benchmark provided us with inspiring ideas that significantly boosted our project
New onboarding
Freemium and Premium offers
Freemium development
Account creation at the end of the process
Personalization
Clarify UI
Ideation
Co-creation workshop
We started with a brainstorming session using a mind map. Next, we narrowed down our ideas through a 'crazy 8' and then visualized them with a flow and storyboards.
Flow
Storyboard
Solution V1
1. Overhaul the onboarding process.
We restructured the onboarding to deliver a better experience. Users are now introduced to Headspace and then guided through a series of questions to tailor the content to their interests.
By delaying account creation and payment, we aim to demonstrate the app's benefits before asking for a commitment.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
🤗 Optimize user experience
2. Implementation of content personalization.
We deployed content personalization via questions aligning with personalization dimensions and content suggestions based on these dimensions, to deliver highly customized content.
Objectives
⛄️ Encourage retention
🤗 Optimize user experience
⏳ Increase app usage time
3. Launch a freemium model.
By introducing a new feature that allows users to use the app for free and enjoy a portion (limited) of the content, we made the app more accessible to a wider audience. We also clarified the distinction between Freemium and Premium content within the app.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
User Testing
In order to validate that our solution was intuitive and met our
objectives, we conducted User Testing.
We adjusted the product to align with user requirements.
Main objectives
> Analyze the understanding of the onboarding
> Evaluate the understanding of content personalization axes
> Assess the comprehension of recommendations mechanics
> Measure the perceived value of Freemium and Premium
Panel
> 2 women - 3 men
> 26 - 44 years old
> Meditation app users
Iteration
V1
V2
V1
V2
We also created custom pages
for each axis to offer users personalized experience.
To enable users to access personalized results and content, we changed the illustrations into buttons and clarified the wording.
5/5
Users were unable to reach their personalization results.
“Frankly, the process was unclear to me. I should be able to view
my personalization results.”"
Roxane
2/5
Users didn't get the points on which content is personalized.
“I don’t think I get it... Is it supposed to be
something I woud like to achieve?”
Pierre
We improved the clarity and organization of this section by adding the names and descriptions of the main topics and visually linking each color to the corresponding questions.
V1
V2
2/5
Users did not understand
the recommendation mechanics.“I told to myself that all those questions could
undermine my goal of achieving tranquility!”
Flora
To make it clearer, we added a page
of questions related to productivity.
(And like for the axes), we visually linked each topic to the corresponding question.V1
V2
Solution V2
Prototype
Your name is Miles. You're caught between the demands of your job and the needs of your family. Your mind is a whirlwind of thoughts and anxieties.
A friend talks about Headspace, so you decide to check it out!
You launch the app for the very first time…
9:41
9:41
Framework
What is Headspace?
Created in 2010, Headspace is a user-friendly app that features a variety of different guided meditations and mindfulness exercises.
Providing unique tools and resources to help reduce stress, build resilience, and aid better sleep.
Brief > Build a solution to integrate meditation into a busy lifestyle.
Retention
> Drive deeper user engagement in the app (12% of users are still active on the app 30 days after their initial use)
Conversion
> Increase the conversion rate from free trial to paid subscription (8% of users upgrade from a free to a paid plan)
Challenge
With the scope ranging from Ideation to Delivery, we had to solve the following issue:
How can we encourage users to develop a long-term meditation habit?
Solution
Prototype
Your name is Miles. You're caught between the demands of your job and the needs of your family. Your mind is a whirlwind of thoughts and anxieties.
A friend talks about Headspace, so you decide to check it out! You launch the app for the very first time…
More?
Watch the full case on Desktop.
2025 ® Sébastien Delahaye
I am always exploring
work opportunities
Foster the commitment
of a long-term
meditation practice
Framework
What is Headspace?
Created in 2010, Headspace is a user-friendly app that features a variety of different guided meditations and mindfulness exercises.
Providing unique tools and resources to help reduce stress, build resilience, and aid better sleep.
Solution
Prototype
Your name is Miles. You're caught between the demands of your job and the needs of your family. Your mind is a whirlwind of thoughts and anxieties.
A friend talks about Headspace, so you decide to check it out! You launch the app for the very first time…
Challenge
How can we encourage users to develop a long-term meditation habit?
With the scope ranging from Ideation to Delivery, we had to solve the following issue:
Brief > Build a practical solution for fitting meditation into a busy lifestyle.
Retention
> Drive deeper user engagement in the app (12% of users are still active on the app 30 days after their initial use)
Conversion
> Increase the conversion rate from free trial to paid subscription (8% of users upgrade from a free to a paid plan)
9:41
Foster the commitment of
a long-term meditation practice
Scope
Ideation + Delivery
Year
2024
Promote consideration and
acquisition of new users
Promote consideration
and acquisition of
new users
I am always exploring
work opportunities
More?
Watch the full case on Desktop
I am always exploring
work opportunities