Overview

Overview

THE CHALLENGE

THE CHALLENGE

Founded in 2013, Breethe has over 10 million downloads worldwide. In recent years, with more meditation apps entering the market, it begins to lose its competitive edge as one of the first movers. On the other side, Calm, Insight Timer, and Headspace have become the top meditation apps worldwide. 

Through this self-initiated project, I want to answer the following question: For a matured product like Breethe, how can design help maintain its growth or even attract more new users? 

Founded in 2013, Breethe has over 10 million downloads worldwide. In recent years, with more meditation apps entering the market, it begins to lose its competitive edge as one of the first movers. On the other side, Calm, Insight Timer, and Headspace has become the top meditation apps worldwide. 

Through this self-initiated project, I want to answer the following question: For a matured product like Breethe, how design can help maintain its growth or even attract more new users? 

THE GOAL

THE GOAL

For this redesign project, the first goal was to understand where the product stands in the market now and to come up with a strategy to help it stand out in the marketplace. 

The second goal was to improve the current user experience and make the product more attractive to both new and existing users. 

Understand and maximize Breethe's uniqueness through UX and UI Design.

MY ROLE

MY ROLE

As the sole UX Designer, I conducted deep research on the meditation industry, direct and indirect competitors to understand the uniqueness of the current product. Based on the insights I gained through research, I created a Product Strategy and a Design Strategy as guidelines for this redesign process. 

To better understand users, I looked at User Reviews, walked through User Journey, considered User Scenarios, User Mental Models, and Kano Model. 

This redesign was supported by all the researches I did. I created UI and a prototype of this redesign. I also created Success Metrics to help evaluate the effectiveness of this redesign. 

UI/UX Designer. 

THE RESULT

MY ROLE

Through in-depth research, I found that Breethe's uniqueness lies in its Information Architecture. Compared to other mediation apps, it has a more user-centric approach to displaying its content. Thus, this redesign focused on maximizing its strength. 

The redesign also eliminated some user pain points, added new functions and contents that were better tailored to users' needs and expectations. 

Project Deliverables: Reports on Industry, Direct and Indirect Competitors, Product Strategy, Design Strategy, User Researches, User Journey Map, Redesigned User Interface, Prototype, and Success Metrics for future iterations. 

UI/UX Designer. 

Understand the Big Picture

Understand the Big Picture

WHERE DOES BREETHE STAND IN THE MARKET  

WHERE DOES BREETHE STAND IN THE MARKET

In recent years, meditation has gradually become part of people's daily routine. In 2015, more than 2500 new meditation apps entered the market. In 2019, the Top 10 meditation apps had a total annual income of $195M, with an annual growth of 52%.  It is predicted that by the year 2027, the meditation app's total market value would be over 437M.

Breethe was founded in 2013. By far, it has over 10M worldwide downloads and was one of the Top 10 meditation apps globally. However, since 2019, it starts to lose to new competitors in market shares and global rankings. 

In recent years, meditation has gradually become part of people's daily routine. In 2015, more than 2500 new meditation apps entered the market. In 2019, the Top 10 meditation apps had a total annual income of $195M, with an annual growth of 52%.  It is predicted that by the year 2027, the meditation app's total market value would be over 437M.

Breethe was founded in 2013. By far, it has over 10M worldwide downloads and was one of the Top 10 meditation apps globally. However, since 2019, it starts to lose to new competitors in market shares and global rankings. 

CONSIDERING THE PRODUCT LIFE CYCLE

CONSIDERING THE PRODUCT LIFE CYCLE

According to my research, Breethe and other market leaders are entering the maturity stage of the Product Life Cycle(PLV). Once a product is entering this stage, it's time to think about new strategies for creating the second PLV.

It will be hard for the existing product to make dramatic changes at this stage, for its current users have been accustomed to the design. Instead, I would focus on digging out the current product's strength and making it more standout for users. 

According to my research, Breethe and other market leaders are entering the maturity stage of the Product Life Cycle(PLV). Once a product is entering this stage, it's time to think about new strategies for creating the second PLV.

It will be hard for the existing product to make dramatic changes at this stage, for its current users have been accustomed to the design. Instead, I would focus on digging out the current product's strength and making it more standout for users.

Unearth the Strength

Unearth the Strength

DIRECT COMPETITORS - THE FIVE PLANES OF UX DESIGN 

DIRECT COMPETITORS - THE FIVE PLANES OF UX DESIGN

To understand what holds Breethe apart from its competitors, I compared it to industry leaders based on the Five Planes of UX Design. I particularly looked at Business Model, Content, Information Architecture, and Visual.

To understand what holds Breethe apart from its competitors, I compared it to industry leaders based on the Five Planes of UX Design. I particularly looked at Business Model, Content, Information Architecture, and Visual.

BREETHE'S STRENGTH — A MORE USER-CENTRIC APPROACH

BREETHE'S STRENGTH — A MORE USER-CENTRIC APPROACH

I found that Breethe's uniqueness lies in its user-centric approach to information architecture. Compared to the other three main players, Breethe focuses more on users' goals and daily context. For example, it considers users' daily routine and group meditation contents into Day & Night. It makes it easier for users to include mediation sessions into their busy schedules. 

I found that Breethe's uniqueness lies in its user-centric approach to information architecture. Compared to the other three main players,

Breethe focuses more on users' goals and daily context. For example, it considers users' daily routine and group meditation contents into Day & Night. It makes it easier for users to include mediation sessions into their busy schedules.

'Focusing on user goals and their daily context' makes Breethe stand out from other competitors. That's the strength we should maximize.

'Focusing on user goals and their daily context' makes Breethe stand out from other competitors. That's the strength we should maximize.

INDIRECT COMPETITORS - LEARN FROM THE RELATIVES

INDIRECT COMPETITORS - LEARN FROM THE RELATIVES

I also looked at related digital products such as yoga, music apps, and non-digital products such as yoga studio and spiritual teaching websites to see how they differentiate themselves from competitors. Here I used different methods to brainstorm potential indirect competitors. Then narrowed down to the three most relevant products for further study. 

I also looked at related digital products such as yoga, music apps, and non-digital products such as yoga studio and spiritual teaching websites to see how they differentiate themselves from competitors. Here I used different methods to brainstorm potential indirect competitors. Then narrowed down to the three most relevant products for further study. 

Although YouTube and Spotify are not mediation apps, both of them have mediation-related content. Netflix also has spiritual content. I looked at the similarities and differences and distilled one thing that Breethe could learn from them. 

Although YouTube and Spotify are not mediation apps, both of them have mediation related contents. Netflix also has spiritual content. I looked at the similarities and differences and distilled one thing that Breethe could learn from them. 

From North Star to Design Strategy

From North Star to Design Strategy

DEFINE THE NORTH STAR

DEFINE THE NORTH STAR

Breethe’s revenue is from paid subscriptions. As a mature product, its main KPI is the number of active users and paid subscribers. I used the total number of meditation sessions and conversion rate as the North Star for the product. 

Breethe’s revenue is from paid subscriptions. As a mature product, its main KPI is the number of active users and paid subscribers. I used the total number of meditation sessions and conversion rate as the North Star for the product. 

DETERMINE DESIGN STRATEGY FOR THE REDESIGN

DETERMINE DESIGN STRATEGY FOR THE REDESIGN

So far, we knew that our goal was to maximize what Breethe had done well. This goal would align with the North Star. From these two, I came up with the Product Goal and what design can do to achieve that goal. 

Before actually start redesigning, I did more researches on users and the current version of the design. 

So far, we knew that our goal was to maximize what Breethe had done well. This goal would align with the North Star. From these two, I came up with the Product Goal and what design can do to achieve that goal. 

Before actually start redesigning, I did more researches on users and the current version of the design. 

User Research

User Research

UNDERSTAND USERS' NEEDS

UNDERSTAND USERS' NEEDS

To understand why did users choose Breethe in the first place, I checked the keyword density based on users' feedbacks in the iOS store. It turned out that most paid subscribers were mainly using Breethe to improve their sleep quality. While on the other side, many users gave up the product when they saw the upgrade page pop up. 

To understand why did users choose Breethe in the first place, I checked the keyword density based on users' feedbacks in the iOS store. It turned out that most paid subscribers were mainly using Breethe to improve their sleep quality. While on the other side, many users gave up the product when they saw the upgrade page pop up. 

WALKTHROUGH THE USER JOURNEY

WALKTHROUGH THE USER JOURNEY

I used the User Journey Map to walk through the journey as a user, from which I identified some opportunities to improve the user experience at each stage. Some of them were obvious, like deleting the popped-up upgrade page after the user just signed up for the first time.  Some were based on former researches on competitors and users. 

I used the User Journey Map to walk through the journey as a user, from which I identified some opportunities to improve the user experience at each stage. Some of them were obvious, like deleting the popped-up upgrade page after the user just signed up for the first time.  Some were based on former researches on competitors and users. 

Redesign the Experience

Redesign the Experience

TARGETING DIFFERENT USER SCENARIOS

TARGETING DIFFERENT USER SCENARIOS

When incorporating what I learned from former research, I looked at different scenarios that users would use. Here I took a From Personal to General strategy to put the most relevant contents upfront. 

I also added a new section on the home page to help increase the conversion rate. 

When incorporating what I learned from former research, I looked at different scenarios that users would use. Here I took a From Personal to General strategy to put the most relevant contents upfront. 

I also added a new section on the home page to help increase the conversion rate. 

USER MENTAL MODEL FOR QUICK DECISION 

USER MENTAL MODEL FOR QUICK DECISION 

To help users make quicker decisions on the listing page, I looked at content supply through User Mental Model. When users choose meditation under the same topic, it will add another layer such as "number of likes" to assist quick decision. This will ultimately will contribute to the goal of "efficient recommendations for users."

To help users make quicker decisions on the listing page, I looked at content supply through User Mental Model. When users choose meditation under the same topic, it will help add another layer such as "number of likes" to assist quick decision. This will ultimately will contribute to the goal of "efficient recommendations for users."

KANO MODEL FOR CONTENT HIERARCHY

KANO MODEL FOR CONTENT HIERARCHY

For the meditation page content, I used the Kano Model to exam the content hierarchy and identified potential opportunities to help users make quick decisions and find the contents that interest them.  

For the meditation page content, I used the Kano Model to exam the content hierarchy and identified potential opportunities to help users make quick decisions and find the contents that interest them.  

Data Tracking for Future Iteration

Data Tracking for Future Iteration

SUCCESS METRICS

USE OKR TO MEASURE SUCCESS

To measure if the redesign successfully reached the goal, I created OKR from the North Star.  The data we will track could tell if we successfully obtain the key results and be used as a reference for future iterations.   

To measure if the redesign successfully reached the goal, I created OKR from the North Star.  The data we will track could tell if we successfully obtain the key results and be used as a reference for future iterations. 

Key Takeaways

Lessons and Reflections

I started working on this project while taking a course on Design for Business. From this, I learned to think about a project from a broader perspective. Looking at the big picture first, such as the industry, market position, and product life cycle, before narrowing down to design strategies and approaches, makes design decisions more logical. It also ensures that the design efforts are goal-oriented.

Using data to measure success, we could learn if our approach truly makes any difference to users' lives and our business. 

I started working on this project while taking a course on Design for Business. From this, I learned to think about a project from a broader perspective. Looking at the big picture first, such as the industry, market position, and product life cycle, before narrowing down to design strategies and approaches, makes design decisions more logical. It also ensures that the design efforts are goal-oriented.

Using data to measure success, we could learn if our approach truly makes any difference to users' lives and our business.

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