Headspace
Headspace presented an opportunity to rethink their engagement with a young tech savvy generation and offer a fresh perspective to the space of mental health. New concepts were developed to engage through both digital and physical channels with further opportunity to scale into the future.
Due to the sensitive nature of the mental health space, a pivot was made to readdress the brief and think blue sky, outside the box. Concepts were formulated drawing upon innovative ideas within the tech space that addressed identified painpoints.
approach
We undertook research into the brand experiences 18-25yr olds love and first-hand experiences of frontline mental health workers. Primary research sought to offer a fresh perspective beyond the mental health space. Key insights were synthed to craft a HMW that directed blue sky ideation across both digital and physical channels. Researched precedents offered opportunities to create delightful moments within user journeys and key channels of engagement. These assets inadvertently informed deep dive ideation to produce a proto persona, user testing, journey maps, a service blueprint and horizons road map.
outcomes
We developed an end to end on-boarding experience that engaged youth and offered continued education through gamification. Initial research required a sprint pivot due to the sensitive nature of the youth mental health and restricted access to primary users. Desktop and qualitative research of future thinking digital and physical experiences revealed key insights that then informed a HMW and ideation. An underlying concept was crafted that not only created awareness but simplified the Headspace on-boarding process and demystified the complexity of the mental health landscape. Connecting local community and organisations provided opportunity to utilise existing grass root support networks. VR concepts were iterated within the horizons road map to facilitate a fun, engaging and accessible education platform through storytelling, while enabling self-help and deconstructing mental health stigma & assumptions amongst youth.
my role
Sprint Facilitation - Asset, pivot, client & time management + Trello
Research - Desktop, quantitative & qualitative
Stakeholder Management - Sprint quantitive & qualitative research pivot
Key Insights + HMW development - Synth workshops
End to End Product Ideation - Concept posters, key horizon concepts, design & creative matrix workshop
Stakeholder Presentation Lead - Mid & final sprint zoom pitch
Stakeholder Workshop Facilitation - HMW development
Co-Design of Proto Persona, Journey Maps, Service Blueprints + Horizons - Miro & Canva asset creation
the brief
project overview - mission / goal
Research successful ways other industries have integrated digital and physical services, or experiences, to deliver value to users and efficiencies to the business
Precedent research to inform what the headspace user experience of the future would look like
objectives
Meet user expectations of a modern service
Deliver efficiencies business through digital channels
Enhance the mental health services delivered
pain points
Time and resources to complete thorough user research
A limited understanding of best practise in delivering blended services
Lack of desire to look outside the healthcare system for inspiration
success
Well researched options, inspired by best practise in other industries, blended digital and physical user experience
Experience that offers surprise and delight both young people using services and the health care workers that deliver them
Delivery of user journeys that highlight key touchpoints with clear linking to the user needs they are addressing
Research used to prototype experiences in Headspace centres
key client meeting takeouts
Think blue sky across both digital & physical touchpoints
desktop research
Headspace Digital
Educational through online teachings
Volt & UpBank
Specific volunteering activities tailored for corporates
Large commercial kitchens cater for big teams
‘Feel good factor’ - participants know they’re doing it for a good cause
Cost per head goes into funding the not for profit
Friendly
Geo-location social network platform connecting similar interests
Australian Red Cross
Physical visitation
research
Quant and Qualitative Survey
23 respondents - 42% 33-39 yrs of age / 64% female
Qualitative feedback re brands they love:
Instagram - User friendly interface, good features for socialising and documenting things
AirBnb - super easy to book cheap accomodation when travelling, Spotify - I listen to music a lot and they make it easy to discover new music and also access/create my own playlists, Facebook - mainly for messenger, Youtube - for entertainment and learning new things e.g. learning how to draw
AirBnB - it's quite efficient with the support and communication system, unlike some other organisations which may take up to a week before replying
Messenger - very quick and efficient, UpBank - good banking app and quick accessibility
Virgin - clever marketing and messaging, plus consistent branding across all services they offer - mobile, airline, virgin active etc.
CommBank, Apple, Betoota Advocate, Katapult
Netflix, AirBNB, Beem It, CommBank, Amex AU
Ubank, Uber, who gives a crap, all come to mind
I don’t particularly love any - it’s more of a necessary function
Uber for food and convenience, Airbnb when travelling over hotels
Uber, ASOS, GOAT, Spotify, SONOS, Yazio
Airbnb - all available information is provided (location, expectations of the living space), the owner is easily contactable, and you briefly know the quality of what you're getting based on the reviews
Qantas - easy, seamless booking and check in processes, The Iconic - easy returns / exchange and good customer service
Ubank - Simple to use UI with a cool theme / style, Boost juice - easy and simple to order
Banking apps such as Commonwealth Bank, St George bank
Ubank - accessible, efficient, personable, customer centric. Go-To skin care - personable, straight to the point, affordable
1:1 interviews
1:1 interviews
6 primary + 5 secondary interviews
Primary out takes (innovative brands they love)
Young people want efficient, cool and simple to use systems when engaging with a service so they feel supported
Users can feel overwhelmed by the maze of options and value filters when researching
Users want to feel independent but appreciate being guided through a process
Secondary out takes (working in the mental health space)
Young people often disengage with mental health services and then resurface months after
It's important to be flexible in how we connect with young people and be adaptable to whatever they feel comfortable with
Young people value having a range of options in how they access support
key quotes & themes
Data from 1:1 interviews and qualitative survey feedback was synthesised through a series of workshops that revealed clusters of themes. From these clusters a workshop developed key themes that then identified three HMWs.
archetypal persona
A high level Archetypal Persona was created from survey data and contextual enquiries to help direct our journey maps and concepts.
Casey - 23 | TAFE Student
ideation
Through a process of two Creative Matrix workshops, a series of Concept Posters were developed from which several ideas were amalgamated into one. The result, Noggin, provided a digital platform that mapped out the Headspace steps and processes for clientele prior to engagement. Additional educational and in-centre touchpoints were developed to provide continuity between both digital and physical channels.
physical touchpoints
Physical touchpoints were iterated to provide continuity between digital and physical channels of engagement. These included:
Anonymous check-in utilising digital ID and avatar
Digital check-In board offering additional service info
Wayfinding connecting Noggin digital app
Google Cardboard VR and associated educational stories / games
Follow up survey through app for clientele to rate their experiences and maintain connection & continuity
user journey map
A User Journey Map outlined out the Noggin journey and the various touchpoints Casey would engage with. These moments along her journey highlighted the various front and backstage requirements that would inform the Service Design Blueprint.
service blueprint
A Service Design Blueprint for Noggin was formulated to highlight both the front and backstage of the Casey’s journey. From awareness, to prior engagement, an on-boarding process, clinician engagement and continued connection through off-boarding. The Blueprint revealed the necessity to partner with local community groups and explore the possibility to leverage an existing sponsor partnership. This partnership offered an opportunity to implement gamification options and scale digital education through VR in the future.
horizons / next steps
A Horizons framework outlined the requirement for high level testing with clientele and the instigation of MVP prototyping. Once substantiated, it highlighted that further technological development would be required to implement, in addition to partnerships with tech experts and community organisations.