MindLabs set out to disrupt the static, audio-heavy wellness market dominated by apps like Calm and Headspace. As the founding designer, I was responsible for taking the brand from a blank canvas to a fully realised iOS application—architecting the "Peloton of Mindfulness" through an immersive live and on-demand video platform.
rocket
Launched a premium, video-first iOS product into a highly competitive global wellness market.
cubes
Established a scalable iOS component library that reduced design-to-dev handoff time by 40%.
fire
Designed "Social Streaks" and live class interactions that significantly boosted weekly active engagement.
The Challenge
The mental wellness space was saturated with "audio-only" tools that struggled with user habit formation and retention. We needed to create a sense of presence and community through video, requiring a UI that felt calm and restorative while managing the technical complexity of live streaming and social interactivity.
The Solution
I designed a video-centric ecosystem that prioritised "Ease of Entry" and human connection. By blending high-production video content with subtle social cues—like live class counts and community "pulses"—we transformed a solitary meditation practice into a shared, accountable experience.
The Reflection
MindLabs was a fast-paced exploration of how technology can foster human connection. While the company eventually pivoted its strategic focus, the design foundations we built proved that a video-first approach could fundamentally change how users engage with mindfulness.
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App store review
Design Process
MVP
Market research identified our target audience as 25-40 year-olds concerned with stress, sleep, and health, who were actively engaged on social media and interested in data-driven mental health solutions.
User testing with YouTube videos validated our hypothesis that video content would resonate with this audience.
Live classes
Initial live classes were run on Instagram to gauge user interest and behaviour.
Live classes were integrated into the app with scheduling, and notifications, to increase accountability and accessibility.
Personalisation
User feedback highlighted opportunities to improve content discovery, the onboarding experience, and progress tracking.
Personalisation features were implemented, including interest-based content tagging and "Mindful Minutes" as a daily goal metric.
Replays
To address user challenges with attending live classes, we introduced live replays, allowing users to watch any class for up to 14 days after it aired. A live class and replay calendar was also added to improve discoverability and scheduling.
Branded live classes
"Branded" live classes with consistent themes, identities, and schedules were introduced based on user feedback and to help organise the growing catalogue of classes.
Content discovery
The home screen was redesigned to feature a daily rotational class and recommendations based on user goals and interests.
Subscriptions
Two subscription flow prototypes were tested with users. A delayed subscription flow was validated due to better user experience, higher willingness to pay, and increased NPS scores.
Series
Series of related classes were created to provide users with a sense of progression and reduce decision fatigue.
Navigation
App navigation was restructured to improve content organisation and accessibility as features expanded.
Biomarkers
Biomarker data, starting with sleep, was used to personalise content recommendations and track progress, increasing user engagement and providing a unique value proposition.
MindLabs 2.0: The Biomarker-Led Pivot
The app's core value proposition evolved to focus on biomarker-driven content, including short classes, CBT exercises, and challenges. Coaches were introduced to provide insights, guidance, and accountability.
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