MindLabs

Launching an iOS app to market for a new mental health startup.

November, 2022

iOS app · Lead Product Designer

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Overview

As the sole product designer at MindLabs, I led the design and launch of their iOS app, aimed at making mental wellness accessible and engaging. Through user research, iterative design, and close collaboration with the development team, I helped create an app that achieved a 4.7 App Store rating with over 200 positive reviews. This case study outlines my design process and highlights key features that contributed to the app's success.

The Challenge

MindLabs launched amidst a growing mental health crisis, with people increasingly struggling with stress, sleep issues, and overall well-being. The challenge was to create a mobile app that effectively delivered MindLabs' unique video-based meditation content and stood out in a competitive market.

Solution

We developed a native iOS app to provide users with a convenient and engaging platform to access video meditation classes and track their progress. Key features, iterations, and design decisions are documented below.

The app achieved a 4.7 App Store rating with over 200 positive reviews.

MindLabs iOS App

~ 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.

The MVP prioritized targeted video content delivery based on user goals and an aesthetically pleasing video feed with clear information hierarchy.

Proto-persona v1

Storyboard sketch

Screen design for the MVP home screen, class, and results

MVP prototype

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.

Storyboard sketch

Screen design for the updated home screen, and live lobby states

Live class prototype

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.

User feedback from user testing and surveys

Wireframes for new onboarding and updated UX

Updated home screen with sliders and categories

Screen design for the new onboarding steps, class results, and profile

Personalisation prototype

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.

User flow for replays

Screen design for the updated home screen, replay/live schedule, and replay lobby

Replays prototype

Branded live classes

"Branded" live classes with consistent themes, identities, and schedules were introduced based on user feedback.

Screen design for the updated home screen, live schedule, and lobby

Cover art and identity for each branded class

Content discovery

The home screen was redesigned to feature a daily rotational class and recommendations based on user goals and interests.

Screen design for the new onboarding personalisation, updated home screen, and account creation

Subscriptions

Two subscription flow prototypes were tested with users: forced at onboarding and delayed with user control.

The delayed subscription flow was validated due to better user experience, higher willingness to pay, and increased NPS scores.

Screen design for putting certain features behind a paywall and subscription steps

Subscription prototype

Results from one of the user tests

Series

Series of related classes were created to provide users with a sense of progression and reduce decision fatigue.

Storyboard sketch for series

Screen designs and flows for Series

Screen designs for series on the home screen, category, and lobby

Series prototype

Series cover art designs

Discover & navigation

App navigation was restructured to improve content organization and accessibility as features expanded.

Defining the new information architecture of the app

Screen design of the new Discover and Profile screens, and navigation

Biomarkers

Biomarker data, starting with sleep, was used to personalise content recommendations and track progress, increasing user engagement and providing a unique value proposition.