Strategy for Content
Revisitation at Headspace Health
What This Project is About
This is a project for Mental Health company Headspace Health. Our primary goal was to understand how we might support members in revisiting content that they find valuable. we delved deep into business needs, researched member's behaviors and needs regarding content revisitation, and proposed a long-term roadmap to the company for achieving their goal .
My Team
Haiyu Zhang [PM]
Austin Liao [PM]
Duration
1 Months
Product Designer/ Strategist
MY ROLE
To understand the problem well, I designed and conducted a study with 8 headspace members using Dscout, collaborated with my PMs to narrow down the problem, and created a product strategy as well as design recommendations for short-term plans to solve the problem.
The Need for Revisitation
Member Needs
In essence, revisiting is not just a passive act of re-watching or re-listening. It's an active engagement that deepens understanding, reinforces positive behaviors, and fosters trust in the platform's effectiveness. Whether for habit formation, personal growth, comfort, or confidence-building, revisiting content on the platform catalyzes positive change.
Business Needs
Process
1
Discover & Define
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Understand existing research and data
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Needs gathering- Members and Stakeholders
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Identify key problem space to address
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Product strategy
2
Product Strategy + Design
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Brainstorming on the opportunities/solution & and Prioritize concepts
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Low fidelity mocks
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Light user testing
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Finalized PRD + Designs
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Share final proposal with Design Org
Discover & Define
Headspace Current Solutions for Revisiting Content
Ways to Revisit
In the team, we focused on favoriting functionality as it is found to be a more intuitive way for revisiting content and it allows members to create and personalize their revisitation experience.
However, the Adoption for Favoriting is Low
Only 6.3% of active users favorite content
And only 35% of users who favorite content revisit them in the Favorites tab
From Post Questionare of Unmoderated User Testing
Understanding Favoriting Problems
from Members Perspective
Member feels Frustrated because…
Relying on Memory for Revisiting
Member wants to revisit a content they interacted with the other day… they navigate to that content tracing their previous steps and relying on memory.
The absence of guiding features leads to frustration and disappointment.
Member is confused because…
Don’t know where to find the content they favorited
They liked some content. However, when they want to go back to them, it’s not clear exactly where to access the favorited content. The expectation is to find it in the profile tab. But it wasn’t there…
The process feels disconnected from the member experience and it leads to confusion.
Through educating members we can create a mental model around favoriting content, and therefore start building the first bridge toward a higher revisitation rate.
The discovery we made presents a promising opportunity
For Member:
Make favoriting more accessible through education so revisiting the experience is more straightforward and reliable for users.
For Business:
Our solutions can increase app switching costs, grow member retention, and increase content ROI.
Design & Strategy
Educating users to harness the power of favoriting, thus enhancing their revisitation experience.
Recommendation 1
New Member
Tooltip to Educate New Users on Favoriting
When a new member, explores a piece of content on the Content Info Screen, a tooltip educates them on the act of favoriting, the first few times getting to the Content Info screen.
Targeting Criteria: New Users
Caps to Prevent Spam:
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Frequency Limit: After 3 initial landing on the Content Info screen
Mockup
Revisiting Member
Tooltip to Remind members to Favorite
If a member is revisiting content that they haven’t favored before, we educate and remind them of the value of favoriting it.
Opportunity to also remind new users of favorite content they have found useful and want to re-engage with later.
Targeting Criteria: Old members, New Users
Caps to Prevent Spam:
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Frequency Limit: After 3 initial landing on End Screen screen
Mockup
Recommendation 2
Pop-up Message with Hyperlink to Favorite Page
When members like content, they see a message with a hyperlink, which guides and reminds them about favorites. This seamless navigation experience further enhances their connection and awareness toward favoriting features.
Targeting Criteria: New Users, Infrequent Revisitors, Post-Updates
Caps to Prevent Spam:
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Frequency Limit: Stop showing After 3 initial reminders
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Opt-out: Allow users to disable these reminders.
Mockup
Recommendation 3
Overlay Modal for Favorites Page
On the favorite page, member encounters an overlay that explains how to use the feature.
There are 2 different messages based on the entry point to the favorite page. The guided experience instills confidence and makes navigation seamless.
Targeting Criteria:
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First Time Entering to Favorite Tab through Today’s Tab
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First Time Entering to Today’s Tab through Hyperlinks
Entering through Hyperlink
Entering through Today Tab
Recommendation 4
Heart Animation on Today Tab
The first few times coming back to the app In the 'Today' tab, after liking content. heart-pumping animation catches member's eyes, leading them to their favorite content with visual appeal.
If they haven’t visited favorites for a while, they’ll see the animation as well.
Targeting Criteria:
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New Users, Infrequent Revisitors, Post-Updates.
Caps to Prevent Spam:
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Frequency Limit: Stop showing After 3 initial reminders
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Opt-out: Allow users to disable these reminders.
Mockup
Product Vision
Make Headspace Your Home!
We envision a future where Headspace becomes a digital home or safe space where members can seek shelter. Through creating a personalized and ubiquitous revisitation experience, we want members to establish not only an emotional connection with their most cherished content but also a deep level of trust with Headspace as a whole.
Final Word
Presenting this project to the design organization at Headspace was an exhilarating experience, and it yielded invaluable feedback. Our solution, focusing on low-effort, high-impact changes, resonated well with the organization.
This project emphasized the power of collaboration and effective communication. Working with two project managers, I prioritized regular updates on ideas discussed in previous meetings to ensure progress and prevent redundancy.
I also recognized the importance of advocating for my viewpoint and presenting competing arguments to achieve alignment among team members. Despite initial hesitation in sharing perspectives, I realized the necessity of doing so for productive discussions. Additionally, the project prompted consideration of both short-term and long-term plans which was a great mind-bending practice.
