CLIENT
The Mindfulness App
YEAR
2024
SCOPE OF WORK
App Design
Design System
stack
industry
B2C
Health Care
Mental Wellness
Habit-building
Personal Development
The Mindfulness App is one of the pioneers in digital meditation and mental well-being — trusted by a global community of users seeking calm, clarity, and deeper connection. With a mission to help people live in greater harmony with themselves and the world around them, it offers guided meditations, daily mindfulness tools, and self-development content.
As Head of Design, I led a complete redesign of the onboarding experience — transforming a dated and fragmented flow into a clear, engaging, and brand-aligned journey that dramatically improved user retention and trial conversion 🌿📱
🚧 The Challenge
❌ Outdated and unstructured flow
The previous onboarding lacked a clear structure and narrative. Each screen existed in isolation, without a guiding purpose or user-centric logic behind the sequence.
❌ Weak brand alignment
The onboarding experience didn’t reflect the tone, feel, or visual language of the brand — leading to a disconnect between what users saw and the app’s actual value.
❌ Poor hierarchy and readability
Key information was lost due to confusing layouts, unrefined typography, and missing visual cues — making it hard for users to understand what to expect from the app.
❌ Missed opportunity for engagement
Without thoughtful interaction design or progression cues, many users dropped off early — missing the opportunity to get hooked during their first experience with the app.
🧭 My Approach
I started by mapping the existing user journey to uncover friction points in the current onboarding. A competitor analysis followed, focusing on both direct and indirect apps in the mindfulness space. This helped us identify patterns, missed opportunities, and industry best practices.
Using insights from research, I restructured the onboarding into clear sections: welcome, setup, walkthrough and benefits. We sketched out flow variations and wireframed multiple options to visualize the revised journey before moving into high-fidelity prototype.
All concepts were developed in Figma — serving as a single source of truth. Collaboration with team was streamlined via both Figma and Asana, ensuring alignment between design, product, and development.
Feedback loops played a major role. Iterative reviews with stakeholders helped shape and refine decisions. I also conducted A/B tests and used analytics (e.g., Amplitude) to measure how new changes influenced behavior and retention.
The new onboarding experience was designed to be clear, warm, guided, and user-centric — transforming a previously disjointed flow into one that felt purposeful, intuitive, and aligned with the brand.
I divided the onboarding into logical segments: a welcoming introduction, survey and user setup (preferences and notifications), benefits and a walkthrough. This gave the experience a clear beginning, middle, and end — while reducing cognitive load.
Key design elements like consistent spacing, text hierarchy, and readability were fine-tuned. We added visual indicators (like progress markers) to reduce uncertainty and increase perceived control.
Although the design system was still evolving, I worked in parallel to expand and apply reusable components, helping set foundational design standards for the product moving forward.
Rather than asking everything upfront, we implemented a progressive profiling approach — collecting essential user info over time to personalize the experience without friction.
The redesigned onboarding didn’t just look better — it performed better across key product metrics.
Despite being longer than the previous version, the new onboarding flow saw a higher percentage of users completing it — and doing so with greater clarity and intent.
With a more thoughtful first-time experience, early churn dropped and retention improved. More users stayed long enough to understand the value of the app.
The team praised the user-first approach. The CPO described the work as “solution-oriented” and “always aligned with our business goals.”
Externally, users shared reviews like:
“The onboarding flow of this app is seamless. They provide the right amount of information about the application and how to use its features.”