Redesigning Headspace Care Onboarding Process for New Users
Overview:
This project is for Headspace Care and it’s focused on redesigning their onboarding process for new users and adding a new feature. Headspace merged with Ginger in August 2021 and Ginger is now Headspace Care. This merger combined Ginger’s clinical expertise with Headspace’s mindfulness and meditation programs to offer comprehensive mental health care.
The goal is to ease the onboarding process for new users and add a new feature that allows users to pay out of pocket for therapy services. I noticed that a new user can’t join Headspace Care unless they have insurance that is listed or if their organization covers it. The other part of the plan is to include more insurance options that are particularly popular within the Hispanic/Latino/Latinx community, as this is a key user base I want to target with these changes.
(*Please note, this is a current project I’m working on*)
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Miror, Figma, Canva, Adobe Illustrator, and Google Workspace.
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Solo Project
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Product Designer
The Problem:
User Experience and Onboarding Process: Upon opening the app and attempting to sign up for therapy, users may encounter challenges with the current user experience. The onboarding process lacks intuitive design elements that streamline registration and initial navigation, potentially leading to user frustration
Insurance Coverage Options: Compared to competitors, Headspace Care offers a limited selection of insurance coverage options for users seeking reimbursement for therapy or coaching services. This could restrict accessibility for individuals relying on specific insurance plans.
Payment Flexibility: Currently, when I tried signing up there is no button with the option for users to pay out of pocket for services, which limits flexibility in payment methods compared to some competitors who offer multiple payment options.
The Solution:
Focusing on creating a better experience for the onboarding process for signing in and creating an account. The new feature will allow users to pay out of pocket if they don’t have insurance. The next step would be adding additional insurance options that are mainly used in the Hispanic/Latinx/Latino communities.
The Process:
I tackled this project by focusing on several key areas: Based on secondary research and testing Headspace Care myself, I decided to redesign the onboarding process for the app. I’m designing wireframes and implementing an iterative process to ensure a positive user experience. This will involve conducting multiple user tests and utilizing the Headspace design system to maintain consistent brand identity across all platforms.
Secondary research on mental health care app market and U.S. Latino population:
For the secondary research, I wanted to find out more information on the mental health care app market, the U.S. Latino population's economic contribution, and the struggles of the Latino community and their impact on the use of mental health care services.
Market Growth Potential:
The mental health care app market is projected to grow significantly from $6.2 billion in 2023 to $16.5 billion by 2030. According to Fortune Business Insights, this represents a growth rate of 16.3%. This data highlights a substantial opportunity for growth within the market.
Economic Contributions of the U.S. Latino Population:
The U.S. Latino economy continues to expand, reaching $3.2 trillion in 2021, up from $2.8 trillion the previous year. This growth, as reported by the Latino Donor Collaborative in partnership with Wells Fargo, underscores the economic strength and potential of the Latino community.
If Latinos were an independent country, their GDP would rank fifth in the world, ahead of the United Kingdom, India, and France. This significant economic demonstrates the community’s purchasing power and ability to drive market demand.
Mental Health Service Utilization Among Latinos:
Despite their economic contributions, Latino adults face disparities in accessing mental health services. In 2021, only 36.1% of Latino adults with mental illness received services, compared to 52.4% of white adults, according to the Substance Abuse and Mental Health Services Administration’s National Survey on Drug Use and Health. This gap in service utilization can be attributed to a lack of knowledge, misconceptions about mental health, and other cultural barriers.
Health Insurance Coverage:
Nearly 1 in 5 Hispanic Americans lack health insurance, a rate almost three times higher than that of Anglos. Hispanics account for nearly half of the uninsured population in the United States in 2024. This lack of insurance coverage highlights the need for accessible and affordable mental health services that do not rely solely on insurance.
Implications for the Headspace Care project:
Opportunity for Growth:
The data presents a clear opportunity to target the Latino demographic for mental health care services. The growing Latino economy and the significant market potential for mental health apps suggest that there is a substantial and underserved market segment that could benefit from tailored mental health solutions.
Focus on New User Onboarding:
Given that many within the Latino community may not be familiar with Headspace or similar mental health apps, it is crucial to focus on an effective new user onboarding process. This can ensure that new users, particularly from this demographic, feel welcomed and supported as they begin their mental health journey.
Addressing Insurance Barriers:
Considering the high rate of uninsured Hispanics, offering options for out-of-pocket payments could make mental health services more accessible. This approach can cater to those who might otherwise be excluded from receiving mental health care due to insurance constraints.
Conclusion:
This research emphasizes the potential impact of targeting the Latino demographic for mental health care services. By addressing this community's specific needs and challenges, the Headspace project can serve an underserved market and create solutions that benefit a broader user base. Focusing on onboarding new users and providing flexible payment options can enhance accessibility and inclusivity, driving long-term growth and positive outcomes for all users.
Competitor analysis:
For this project, I analyzed the mobile setup process of Headspace’s top competitors, BetterHelp and Talkspace. I utilized the secondary research from Verywell Mind, which surveyed 100 current app users and gathered insights into their account setup journeys.
BetterHelp
Ease of Use: 95% of users reported that BetterHelp’s mobile app is easy or very easy to navigate.
Sign-Up Process: The mobile sign-up process is more comprehensive and time-consuming taking about 20 to 30 minutes. Users must answer a detailed series of questions about their personal, mental, and physical health. The app does not save progress, requiring users to complete the process in one sitting.
Match Time: Users are typically matched with a therapist within 24 hours, and you experienced a match in less than 12 hours.
Pros:
Well-organized and visually appealing app.
Comprehensive questions may lead to better therapist matching.
Fast matching process
Cons:
Longer sign-up process compared to Talkspace
Lack of progress-saving feature can be inconvenient.
Talkspace
Ease of Use: 94% of users reported that Talkspace’s mobile app is easy or very easy to use.
Sign-Up Process: The mobile sign-up process is quick, taking approximately 10 to 15 minutes to complete.
Match Time: Users receive a personalized therapist match within 48 hours, but your experience was even faster, taking less than an hour.
Website Navigation: The mobile app mirrors the website’s simplicity, though additional resources like mental health tests are less accessible on the app compared to the website. These resources are available, but users may need to search for them.
Pros:
Swift and straightforward sign-up process
Fast matching with a therapist
High user satisfaction with the app’s usability
Cons:
Some additional resources are harder to find within the app compared to the website.
Conclusion:
For mobile app users:
Talkspace is generally preferred for its quicker and more user-friendly sign-up process, which aligns well with user expectations for ease of use
Betterhelp, while offering a more comprehensive and detailed setup, requires a longer sign-up process and doesn’t save progress, which can be a drawback for some users.
With ease of onboarding and speed, Talkspace has the edge. If a more detailed setup that might lead to a more tailored therapist match is valued, BetterHelp could be preferable despite the longer setup time.
Current onboarding process on Headspace Care app for new users:
Welcome Screen
Sign in/Create Account
Users create an account. This is the next screen
Recommended improvements:
Improving User Experience for Headspace Care:
Based on the current onboarding for new users to create an account and insurance options.
Users may encounter confusion and frustration during the account creation process, particularly with the “sign up as a dependent option
Focus on New User Onboarding:
Given that many within the Latino community may not be familiar with Headspace or similar mental health apps, it is crucial to focus on an effective new user onboarding process. This can ensure that new users, particularly from this demographic, feel welcomed and supported as they begin their mental health journey.
Addressing Insurance Barriers:
Considering the high rate of uninsured Hispanics, offering options for out-of-pocket payments could make mental health services more accessible. This approach can cater to those who might otherwise be excluded from receiving mental health care due to insurance constraints.
Conclusion:
This research emphasizes the potential impact of targeting the Latino demographic for mental health care services. By addressing this community's specific needs and challenges, the Headspace project can serve an underserved market and create solutions that benefit a broader user base. Focusing on onboarding new users and providing flexible payment options can enhance accessibility and inclusivity, driving long-term growth and positive outcomes for all users.
