project overview

On a monthly basis Headspace has an average of 2.3K members who churn due to the lack of loyalty offerings and renewal cost. How might we change this so members stay?

problem

Members leave because renewal is too expensive for what they get and feel there is no customer loyalty.

hypothesis

I hypothesize that by implementing an inline upsell within the today tab, monthly members will see the additional value of the product and be more likely to subscribe to annual.

success looks like

Improve monthly to annual rate by 8%.

requirements

Provide customer loyalty to long-term members
Create awareness for this offer without it feeling like an advertisement or popup
Build for light and dark modes

my approach

I collaborated deeply with the product manager, monetization, copywriter, product designer, engineer, animator, and creative director to arrive at the strongest solution for this experiment. We agreed that by discounting the annual subscription cost, current monthly paying members would be more likely to change to the annual subscription.

key visual updates

Creating illustrations to live across light and dark mode with a limited color palette was a nice challenge to work with and kinda made more hair go grey because of it. Making it look easy here. All heroes animated for final.