Headspace

Alternative Subscription Solution

Brian Fox

Project Role & Responsibilities

I was the sole UX designer/researcher for the entire Headspace “Alternative Subscription Solution” Project

Responsible for user research, interviewing users, visual design, prototyping, and final iterations

What the Users are saying

Project Timeline

Assumption Map

• The major takeaway from the initial assumption map was that users would prefer alternatives to a subscription only model
• The assumption map was made based on the case study and other research and led to defining our UX challenge

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Link to Assumption Map

Competitive Analysis

• Subscription models between similar apps are all pretty much the same
• All of the platforms have special offers for users, but ultimately still require a paywall for users prior to truly experiencing the app

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Link to Competitive Analysis

User Flow

• The subscription paywall begins right after the sign up process for new users
• The current subscription paywall occurs before users have had the opportunity to truly use the app

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Link to User Flow

Customer Journey Map

• Identified Pain Points & flow specific objectives
• Users go from curious to satisfied as they go through the get started process then instantly become disappointed since all the content is paywalled

Link to Customer Journey Map

User Persona

• Developed a Persona that fits our current research and aligns with the case study for the Headspace application
• This helps to put a face to our audience
• This is the persona that everything will be designed and intended for going forward.

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Link to User Persona

User Survey Results

• Asked two questions core to verify that this was the right path to go down
• Both responses showed that users are open to alternative solutions to a subscription only app

The Problem.

Users do not want to sign up for a subscription based app especially when they haven’t the opportunity to explore it yet

Brainstorm Solutions

• Alternative solutions to the current subscription based model that wouldn’t be detrimental to the business model
• A solution that could be added seamlessly to the current user experience

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Link to Solutions Brainstorm

The Solution.

Voluntary free to watch advertisements that would grant one time access to a piece of content

Hi-Fi Prototype Screens

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Link to Hi-Fi Prototype

Home Page

Subscription Page (annual)

Subscription Page (watch a video)

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Content Page

What this does for you?

• This solution keeps users on the app by not forcing a paywall
• Broadens the overall audience the application can appeal to
• Generates another stream of revenue for users that would have previously closed the app
• Happier/More Satisfied Clientele
• Ultimately more subscriptions for people who really enjoy the app