Headspace Case Study
This research was conducted to examine how potential users of Headspace interact with both the website and phone app. I was looking to discover user pain points, factors influencing subscription sign up motivation, and the quality of the overall user experience.
Research Results
Research Results
UX Recommendations
Allow users to explore the app and sample it for a limited time/limited amount of activities before having to provide any personal information.
Provide audio-only meditations that allow users to disconnect from technology while still being guided through meditations.
Allow users to choose between a realistic OR cartoon graphic theme, allowing for a more personalized experience.
For activities that allow you to choose which voice narrates the meditation, provide audio clip samples while the user is choosing so they can sample what each voice sounds like before launching the exercise.
Lower (if not eliminate) the use of “real people” graphics in exercises. Users reported that seeing a stranger takes them out of their meditative state.
Allow users to set specific times for meditation push notification reminders, allowing them to be reminded to stay on track while also not being overly bothered by the amount of push notifications received.
Add more size/shape variation in the buttons/categories. While the color scheme is helpful, some users noted the lack of difference in size/shape of the buttons and said it would be helpful to have more contrast.
Provide an educational tab detailing some of the origins of meditation, what it is, health benefits, etc.
Study Details & Notes
Study Details & Notes
Initial Research Questions
What are users hoping to get out of Headspace?
Why and why don’t users sign up for the free trial?
What issues or pain points do people experience when using the Headspace app?
Research Methods
User interviews
Users were first asked about their current/past experiences with mental health/meditation apps and desired features.
Contextual inquiry
Each participant was led through a contextual inquiry of the main headspace website and sign up page. After asking them a series of questions related to their experience, they were then led through another contextual inquiry of the Headspace app, specifically two Headspace activities of the user’s choosing. Participants were asked a series of questions related to their app experience.
Synthesized Results
Synthesized Results
Current Use
Participants have varied experiences with meditation apps like Calm and Headspace.
Some have never used a meditation app, while others have experience with both, noting both positive and negative aspects.
Desired Features in Meditation Apps
Introductory lessons and easy-to-follow guides
Timer and calming soundscapes
Ease of use with minimal verification processes
Privacy security and minimal data requirements
Ability to filter by length of time
Progress tracking and multi-session programs
Both realistic and cartoon graphics
Adaptability
“Cool music”
Guided meditations
Feedback on Headspace Free Trial
General dislike for requiring sign-up or credit card information before trying the app
Concerns about data privacy and feeling trapped in a corporate scheme
Preference for a brief trial with limited features accessible without sign-up
Some openness to signing up if the trial includes clear benefits and reminders before it ends
Immediate dislike for having to enter credit card information for a free trial
Likelihood to sign up for free trial
Initial likelihood varied but was generally low due to sign-up requirements and lack of feature visibility
Ratings improved slightly after trying specific activities but remained cautious
Initial ratings: 1-5/10
After First Activity: 1/10 - 3/10
After Second Activity: 0/10 - 5/10
Activity Feedback
Positive reactions to relaxation and enjoyment from realistic soundscapes and simple, calming visuals
Dislikes included feeling underwhelmed, annoyance with childish graphics, and abandonment of activities when content felt repetitive and monotone
Preferred realistic elements and clear, direct instructions
Variety of meditations and niche categories
Positive reactions to humorous content and simple designs that minimize distractions
Annoyance with stress-focused content and desire for more interactive elements
Confusion and zoning out with less engaging activities
Reported Positive Aspects of Headspace
Easy to use with appealing colors and graphics
Simple design that minimizes distractions
Multi-session programs and courses
Fun engagement, relatable graphics
Options to choose a guidance voice
“Like” feature for activities
Calming graphics
Audio-only guidance allows for disconnection from the phone
Intro to breathing meditation with a pause for calming breaths
Feel lost without a “pick up where you left off feature
Reported Positive Aspects of Headspace
Some dislike childish or cartoonish graphics
App is too “boxy” with no variation in button styles/sizes
Titles too general; desire for subcategories in guides
Missing sections for grief and exercises for kids
Animated graphics felt “patronizing” and “childish” to some
Activity content felt underwhelming and “pseudo-philosophical”
Reported Overall Headspace Experience
Viewed as suitable for beginners with structured courses and multi-session programs
Helps users meditate, relax, and find their best thoughts, but has areas needing improvement in design and user engagement
Described as having potential but perceived by some as insincere or a “corporate trap”
Seen as a “low-quality content but maybe convenient intro to meditation” by some participants
Reported Final Thoughts
Enjoyment of the app’s design and ease of use
Concerns about data privacy and the necessity of providing personal information upfront
Mixed feelings about the effectiveness and appeal of the app’s features and design choices
Liked the variation of time limits for each meditation
Jobs to be Done / User Personas
Jobs to be Done / User Personas
Participant 1: Learn how to meditate, manage anxiety
Participant 2: Manage anxiety/stress in a time efficient manner
Participant 3: Manage anxiety/stress, live a healthier lifestyle, connect better with others
Participant 4: Manage anxiety/stress
Participant 5: Access a mental health/meditation service without having to share personal information
Participant 6: Manage stress/anxiety in a time efficient manner
Participant 7: Learn more about what meditation is, manage stress
Participant 8: Provide mental support that will assist him with school
Participant 9: Learn more about what meditation is
