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.
~ 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.
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.
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: 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.
Series
Series of related classes were created to provide users with a sense of progression and reduce decision fatigue.
Discover & navigation
App navigation was restructured to improve content organization 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.
Key Takeaways
1. User research and testing were essential for validating design decisions and iterating on features.
2. Personalization and a clear content strategy were crucial for user engagement and retention.
3. Biomarker integration provided a unique and valuable differentiator in the mental wellness app market.