Designed for busy people, Simple Habit is a platform that offers 5-minute meditations customized for specific situations and moments in the day, making it simple and easy to meditate on the go.
#2 "Mindful Minutes" app, iOS 10 (Sep 2016)
#3 "10 Apps for Cooling Down", iTunes (Jul 2016)
#1 "Health & Fitness", iTunes (Jun 2016)
#7 on 17 Hot Startups to Launch This Year (Jun 2016)
#1 "New Apps We Love", iTunes (May 2016)
TechCrunch, Engadget, Business Insider, Forbes, Yahoo
Launched May 2016
I lead the design side of Simple Habit, balancing visual and technical elements of enhancing the user experience, delivering production-ready interfaces that translated into meeting our team’s OKRs (objectives & key results).
As the only designer, my role consisted of collaborating with each team member (engineering, business, marketing, analytics) to construct a product roadmap and champion user needs in the design process. Responsibilities included producing low-fidelity and high-fidelity wireframing, prototyping, and contributing to the direction of our company through research, strategy development, and product definition.
As an early-stage startup, our objectives were focused on user acquisition and increasing free-to-paid conversion rates. All users who download our app enjoy limited meditation sessions. To unlock all content, there is a subscription for weekly, monthly, or yearly plan.
As a team, we identified high impact areas that would hit our growth numbers and convert users to pay.
Make it easier and more rewarding for people to find and listen to a meditation.
Onboard and retain new meditators through social expectation. Create shared experiences that enhance digital meditation. Offer exciting content for users to share with their friends.
Gently guide users to meditate through tracking progress. Offer personalize meditations.
Users can access content from 2 screens. The 1st is an On-the-Go wheel that allows users to select targeted meditations for a specific context (Work, Sleep, SOS). The other is a Library screen for all 7-day series.
We found users who listen to one Library meditation are 10-20x more likely to be retained after 8 weeks than the On-the-Go screen.
Many users were faced with a Paradox of Choice on the Library screen. Initially, the Library screen helped differentiate Simple Habit from other meditation apps. We were now more concerned this impaired people from actually engaging with it.
A big problem for users was that the activation energy to meditate was too high. The plethora of topics and lack of guidance blocked them from making a confident decision. Even at Simple Habit, we meditate every morning before our standup and noticed that this was indeed a problem.
Due to a limited time frame and resource, we targeted solutions that were immediate and had potential high impact.
Using single screen, we found that adding a recommendation during the Onboarding process was most effective.
After implementing our changes to drive users to the Explore screen, we were surprised to find improvements within a week:
To personalize the Simple Habit experience even more, we're curating meditation sessions that will be featured at the top of the Explore page.
The team and I are extremely excited build the next stages of Simple Habit and contribute to make long-term mental health and wellness accessible for everyone around the world. Our next step is to create a more personalized experience to help users develop a habit around daily meditation. We are currently prototyping ways to transcend the Simple Habit experience outside of just listening and exploring content and motivate our users to develop a meditation practice.