Company:
SeeBeNew
Project Type:
iPhone App
Role:
Lead Product Designer
(freelance)
THE PROJECT
Elementa is an update to the SeeBeNow app. Currently in development, this yoga and meditation video journey will be released under the SeeBeNow umbrella in September, 2018.
I designed the first iteration of SeeBeNow, and it launched in the App Store in 2017. The app has been very successful, with a 13% conversion rate from app downloads to paid monthly subscribers ($8.88/month) – far above the average 4% rate of similar apps such as Headspace.
the challenge
Conducting user research after release and then iterating is an important part of the product cycle. The primary friction point we discovered after release is that there is so much content to sort through, that users can get lost and have difficulty knowing what videos to start with. This is especially true for new users.
Research showed that many people would prefer to be guided through a predefined journey rather than to curate their own experience. There was also a feeling of watching videos for self-improvement rather than fun or playfulness. After conducting interviews and gathering feedback, we decided to turn the experience of watching videos into a game.
"You're on a journey to master the Five Elements: Air, Earth, Fire, Water and Ether.
On your journey, you'll experience a series of practices that connect you to your Mind, Body, and Self. There will be many challenges, but also many rewards."
Visual design
I illustrated each of the screens using Sketch, designing towers to represent each element over a misty background. The goal was to create a fantasy aesthetic that would suggest a mystical atmosphere without directly referencing any religious or traditional spiritual symbols other than the elements
ELEMENTA.APP
To accompany the mobile app, a web application is being developed which allows subscribers to access Elementa video content.
