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Meditation

Headspace onboarding flow

22 screens · Screen Recording · recorded Jul 2024
MeditationSoft paywall · trial optionalpaywall: post signup pre valuegoal settingannual default with trial

Headspace pricing and paywall terms

Annual $69.99/yr ($5.83/mo) with a 14-day trial (default) vs Monthly $12.99/mo with a 7-day trial

Headspace onboarding screen 5: The launch animation says 'Breathe out'5
The launch animation says 'Breathe out'. A one-second breathing cue before the first screen, so the product promise starts during the load.
Headspace onboarding screen 6: 'Welcome to Headspace6
'Welcome to Headspace. Support for all of life's moments.' Straight to 'Create an account' with a terms checkbox. Signup before any value. Headspace has the brand to get away with it, but the account wall is the first ask in the flow.
Headspace onboarding screen 7: Apple, Google, Facebook, email and SSO7
Apple, Google, Facebook, email and SSO. SSO is there for people getting Headspace through an employer or partner, a channel most consumer apps don't need to plan for.
Headspace onboarding screen 15: 'Mindfulness for any moment15
'Mindfulness for any moment. Stress less. Move more. Sleep soundly.' One value-prop card, benefits first. It comes after signup, so it reads as reassurance, not a pitch.
Headspace onboarding screen 16: 'What's on your mind16
'What's on your mind? I want to...' The only quiz question, framed as your intent: 'Sleep soundly', 'Manage anxiety', 'Feel calm and relaxed'. It allows several answers, which is right. People come for more than one of these.
Headspace onboarding screen 18: Several goals ticked18
Several goals ticked. The problem is what comes next: the following screens don't echo any of it back. Zero-party data collected and then dropped.
Headspace onboarding screen 19: 'Explore what works for you.' A generic library pitch: everyday skills, singles and courses19
'Explore what works for you.' A generic library pitch: everyday skills, singles and courses. Right after asking what's on my mind I'd rather see 'Here's how we'll help you sleep soundly' built from my answer.
Headspace paywall with pricing, onboarding screen 2020
'How your trial works' timeline paywall: Today unlock the library, 'In 12 days' a reminder, 'In 14 days' charged on July 22, 'cancel anytime before'. The trial timeline (Blinkist made it famous) lowers the fear of forgetting to cancel. Annual is preselected with a 14-day trial at $69.99 ($5.83/month), and monthly hides behind the toggle.
Headspace onboarding screen 21: Flip to Monthly and the trial drops to 7 days at $12.99/month21
Flip to Monthly and the trial drops to 7 days at $12.99/month. A longer trial on the plan they want is a quiet way to steer you to annual without a strikethrough. They never spell out the savings though: $12.99 x 12 is $155.88 against $69.99.
Headspace onboarding screen 22: Notification ask with two in-app toggles, 'Stay motivated' and 'Mindful moments', each with its own benefit…22
Notification ask with two in-app toggles, 'Stay motivated' and 'Mindful moments', each with its own benefit line. Letting you pick the type beats a single yes/no, and 'Not now' keeps it soft.
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Headspace onboarding screen 2323
Headspace onboarding screen 25: 'Let's start with a short exercise to help you get settled.' Instead of dropping you on the home tab, they…25
'Let's start with a short exercise to help you get settled.' Instead of dropping you on the home tab, they run a guided first session. The first thing you get after onboarding is the product itself.
Headspace onboarding screen 26: 'Imagine a blue sky26
'Imagine a blue sky. It's a perfect metaphor for the mind.' The first session teaches the core idea of the app, so the brand story and the product are the same thing.
Headspace onboarding screen 2727
Headspace onboarding screen 3131
Headspace onboarding screen 33: Guided breathing with a counter, '2 breaths left'33
Guided breathing with a counter, '2 breaths left'. Goal gradient in miniature: a short, countable task you actually finish, so session one ends with a win.
Headspace onboarding screen 4242
Headspace onboarding screen 44: 'Remember the blue sky.' Closes the loop on the metaphor from the start of the exercise44
'Remember the blue sky.' Closes the loop on the metaphor from the start of the exercise. Tight writing.
Headspace onboarding screen 46: First look at home and a tooltip: 'Tap here to share this session with a friend46
First look at home and a tooltip: 'Tap here to share this session with a friend. New members will receive a 30 day guest pass.' A referral loop on day one, right after you've finished a session and feel good about it.
Headspace onboarding screen 48: Home is 'Good morning' plus a 'Start your day' plan: a 3-min 'How to Headspace' video, a 2-min activity…48
Home is 'Good morning' plus a 'Start your day' plan: a 3-min 'How to Headspace' video, a 2-min activity, today's meditation. A guided first task, not a blank dashboard.
Headspace onboarding screen 51: The Explore tab leads with 'Unlock the Headspace library' and 'Start my free trial'51
The Explore tab leads with 'Unlock the Headspace library' and 'Start my free trial'. Skip the paywall and the offer is the first thing on the browse tab, which picks up people who weren't ready in onboarding.
Headspace onboarding screen 60: 'Text with a coach right from the app.' Mental health coaching as a paid add-on at $33.33 per session60
'Text with a coach right from the app.' Mental health coaching as a paid add-on at $33.33 per session. A second revenue line on top of the subscription, sold as 'Add mental health coaching to your plan'.

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