Simple Habit is a 5-minute meditation platform created to help busy people easily access mindfulness in specific situations, any time of the day. We release new meditations weekly that cover relatable topics based on user feedback.
Since it's inception to today, I've been leading design at Simple Habit, working closely with a small team from concept to execution on 3 platforms driving growth, conversion, and retention rates. Working at a startup also requires wearing multiple hats. I've had my share of hands-on experience in leading product management, QA efforts, and hiring.
We've grown from 0 to 600,000 registered users since launching last year, with 2M+ meditations completed in the platform as of July 2017.
March 2016 - Present
↗ Increase number of signups
↗ Increase week one retention for new users
↗ Increase meditation completion rate
↗ Increase purchase rate
Normally when we think of meditation, we envision sitting still, undisturbed for long periods of time. In 2017, this kind of activity is a luxury for most people who lead fast-paced lifestyles. At the center is technology, a tool that instantly enables us to communicate, travel from A to B, order a meal, and so on.
The challenge here is that we’re in an era where attention is the most valuable currency. Highly-profiled companies are in a race to compete for attention at it's lowest form - where daily, mindless browsing is an achievement.
When it comes to Simple Habit’s mission, we’re not just requiring users to visit our app, but also stopping their usual activity to dedicate complete focus to meditate - every single day.
With a growing library of 1000+ meditations for almost any situation, Simple Habit faces a classic Paradox of Choice problem that causes decision paralysis. Initially, the abundance of new, rotating content in the Explore screen helped differentiate Simple Habit from other meditation apps. Now, we were concerned this impairs people from actually engaging with it.
Users can access content 2 ways. The 1st is a circular menu, called "On-the-Go", featuring 2 layers of navigation with 40+ meditations designed for specific contexts (e.g. Work, Sleep, Commuting). The other is a Netflix-like screen featuring Series that can be completed over 7 days.
Through user research and testing, we found those who started a Series meditation are 10-20x more likely to be retained than those who started an On-the-Go meditation. They also have a higher subscription rate (about 1% more). With this in mind, we prioritized Series as the more valuable conversion funnel.
Through interviews and a 7-day diary study, users shared how they chose their meditations. We had hoped for a glaringly obvious path, but it seemed dependent on 6 variables. In no particular order, they selected based on:
2) Teacher & Voice
3) How I am efeling
4) How much time I have
5) What I'm doing
6) Personal goals
While Series converted and retained more users, another popular case was the user who was under a time crunch for a quick fix, which raised the importance of the On-the-Go wheel.
With these insights, we asked ourselves: How do we design a smart, flexible, and simple navigation system for users to quickly find their next meditation?
As a start, I led a timed brainstorm meeting for our team to think through all the possible ways we could encourage a user to easily choose their next meditation. We filtered 30+ suggestions down to 3 main concepts:
With limited time, we scoped our efforts to tackle the lowest hanging fruits. Here's a list of what we did to improve the navigation based on user insight and A/B test results:
Based on user interviews, we gathered that our existing users had personal goals to achieve, whether it was to sleep better or improve overall wellness. We wondered if users would be more engaged if we directly offered personalized meditations right off the bat. To test our hypothesis, we launched a quick personalization flow as part of our onboarding process, providing tailored meditations as part of the Explore screen.
Our team felt strongly about adding a Search feature to the explore screen to meet the requests of more creative users seeking specific meditation topics. We thought this would also help us generate a feedback loop of meditation requests that we could then add to our content roadmap.
After implementing our changes to drive users to the Explore screen, we were surprised to find improvements within a week:
We're still waiting for metrics on our Personalization project.
To personalize the Simple Habit experience even more, we're curating meditation sessions that will be featured at the top of the Explore page.
Project is still in progress.
Check back for updates very soon!
Apple WWDC 2017 Keynote Feature
Nominated for Google Play's "Standout Startup" 2017
Finalists of Mobile UX Awards 2017
#1 Meditation App search result, iTunes (2017)
#1 "Health & Fitness", iTunes (Jun 2016)
#1 "New Apps We Love", iTunes (May 2016)