User Profile and Value Proposition

User research revealed that users above the age of 45 in the USA meditate at least once weekly, with the demographic skewing more towards female users. As such we needed to be mindful of the level of digital proficiency as well as legibility.

The main reason users download these types of apps is to help them to improve their mental rather than physical health. Another interesting insight is that the target demographic’s price sensitivity - their willingness to pay for a service increased with more specific sessions targeted towards performance, anxiety and improving focus. Generalised stress relief sessions were seen as low value offering. With this insight in mind we designed the on-boarding experience to be as smooth as possible without any initial pay walls. This was to encourage the user to try the product out before committing to a subscription in the initial outset.

We wanted to make sure that the user was made aware of the features set, prioritising those that were statistically seen as more valuable.

Micro animations and bright, simple illustrations give a bit of life and interest to the on-boarding process.

The prototype can be viewed here.

Signing up is kept to a minimal to reduce barriers to conversion, with requests for only essential data and an option to use a social media platform to create an account. Each request page only requires one entry (name, email and age), keeping the focus of the user.