Matt zamudio
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MindFi's success was a result of its positioning. It wasn't just another meditation app. Instead, it focused on mental fitness in a professional environment, and offered quick exercises to improve the sharpness of mind along with tools to track your progress.
While the team successfully marketed this concept, the in-app experience was suspiciously similar to other mindfulness and meditation apps out there. In my work with MindFi, I focused on helping the company find their voice and put it in their product.
I started by defining their vision:
"To create a healthier, smarter, and more productive professional workforce through mental fitness."
Then, their mission:
"To make corporate wellness measurable and actionable by empowering employees to live healthy and fulfilling lives."
After that, their goals:
- To increase new users by 10% per month
- To increase the amount of paid users by at least 100% over 1 year
- Reduce monthly churn rate to less than 5%
And, finally, our strategy:
- Conceptualize, design, and launch onboarding experiences
- Improve content design, messaging, & naming in-product and on the website
- Improve design of paid conversion page to encourage action
- Establish a content strategy and guidelines
To help the team, I delivered a thorough editorial style guide to standardize their tone of voice and keep them on track through future product iterations and ongoing growth efforts.
I also delivered a terminology guide to keep the team away from terms like "holistic," "mental health," and "spiritual" and remind them to instead use terms like "performance," "optimize," and "refocus."
See how I applied the content strategy I developed with the team to drive design decisions in the app.
As a result of my changes, MindFi capitalized on their unique position in the mental wellbeing space. As a result, the team saw an increase in usership and an even bigger increase in conversions to paid subscriptions.
The beautfiul synergy of UX lies in the fact that when the user is happy, so is the business. The antiquated idea that the user somehow must take a loss for the business to gain a win is long gone.
- MindFi helps you practice mindfulness in 10 minutes each day (Popular Science)
- De-stress and boost focus with this best-selling app (Engadget)
- Healthcare Academy partners with MindFi to offer free mindfulness app subscription for healthcare workers (MobiHealthNews)
