What design teams can learn from Headspace

The Irrational Mind Podcast is here. Here are some of my favorite insights from my conversation with Headspace's VP of Design, Cal Thompson.

Dec 12, 2024

7 insights from “What design teams can learn from Headspace” (The Irrational Mind podcast)

🚨 I launched a new podcast series. This series is for product, marketing, and design people who want to know more about how their customers think—and get inspired to build and grow products that work. To do that, I’m talking to people who really GET human behavior. There will be some growth PMs and designers, but also a winemaker, dog trainer, and a toddler expert 🙂 The first episode is with Headspace’s VP of Design, Cal Thompson. The podcast is sponsored by Irrational Labs. I’d recommend listening to it in the car on your favorite podcast app or watching it on YouTube.

Click here for the podcast: Spotify, YouTube, Apple Podcasts. Favor: Smash the subscribe button.

1. Start small—way smaller than you think

Headspace doesn’t throw people into a 60-minute meditation right away. Instead, they ease people in using “Take 10,” a 10-minute session repeated over 10 days. They ask for micro-commitments, not marathons. Tiny steps can lead to habits that stick because they don’t overwhelm.

But Headspace doesn’t stop there. Even the idea of seated meditation can feel intimidating—sitting cross-legged on the floor, eyes closed, like you’re in a monastery. That’s a big leap for most people. So, they break it down even further: what’s the smallest possible step toward meditation? A simple breathing exercise. Headspace made this one of the first activities users see on their home screen playlist. It’s a different exercise every day, designed to be quick and approachable, easing people in without the pressure of a full meditation session.

Takeaway: If you want people to start using your product, make the first step almost laughably small. Lower the barrier so far that it’s hard for them to say no, and offer an easy, approachable activity right from the start.

2. Lead with the “aspirin,” not the “vitamin”

People come to Headspace for all sorts of reasons—some want to learn meditation, and others just need an immediate fix for stress. Headspace designed the “SOS” meditations for those in the second group: quick, problem-solving exercises to help in a pinch. It’s practical and straight to the point. Users in a scarcity mindset often seek immediate relief, as they’re overwhelmed by stressors that demand quick solutions rather than long-term skills.

Headspace sees this clearly in their data: users often start Headspace, drop off, then return when life hits a major turning point—a breakup, a job change, or life transition. These moments create “habit discontinuity,” when old routines fall apart and people are more open to new ones.

Takeaway: If your product offers both short-term and long-term value, lead with the feature that solves an immediate need. That’s how you get people in the door. Look for moments (like life changes) that may push a user to reconsider their routines and immediate needs.

3. Paid users are more active users

When Headspace analyzed their user data, they discovered that subscribers who paid for the app out of pocket used it more consistently than those who received it as a free workplace benefit. This makes intuitive sense—paying for the app feels to users like a personal investment in their own well-being. This serves as a form of pre-commitment, reinforcing their motivation to work toward their mental health goals through consistent app usage.

Takeaway: Financial commitment creates a decision point that prompts users to reflect on their intended level of engagement with your app. The pattern might stem from self-selection (only people who really want to use your app would pay for it!) or causation (the act of paying itself may create commitment). Either way, paid users are more active users. This suggests that a well-timed paywall or subscription model may encourage users to take your product more seriously.

4. You have a short window (7–30 days). Guide users while their motivation is high

Headspace knows they have a short window to capture users’ interest and demonstrate the app’s value—especially in the first 7-14 days. During this critical period, they focus on providing clear, practical guidance without overwhelming new users. Features like “How to Headspace” videos and the Today tab are just a few of the strategies discussed in the podcast for guiding users through their initial experience.

By paying close attention to this early engagement window and providing structured guidance up to day 30, Headspace found they could boost user confidence and set the foundation for a lasting habit.

Takeaway: You only have a few days to engage your users (maybe even just the first session!) Time is of the essence. Help new users get started with a clear, approachable path. Offer practical steps early on that match their needs, rather than throwing everything at them at once.

5. Create a North Star metric

Headspace figured out that the real sweet spot is when users meditate for 10 minutes a day, 3 times a week—that’s when people start noticing a little less stress. This metric drives the product strategy. They focus on what genuinely helps: small, consistent practices. It’s a guiding star that aligns Headspace’s goals with the user’s best interest, keeping everyone on track toward real mental health benefits.

Takeaway: Choose a North Star metric that reflects the true impact of your product. It should guide your decisions and help users find value, instead of chasing metrics that don’t actually serve them.

6. Keep it low-pressure with alternative options

Some people find closed-eye meditation intimidating. Headspace acknowledges this by offering open-eye and video-based options. They understand that meditation isn’t one-size-fits-all and adapt to different comfort levels, with easy entry points to ease users into the practice. Cal described Headspace’s approach as “demystifying meditation,” or making the experience feel palatable and easy. This includes breaking the concept down into concrete, relatable steps.

Takeaway: Recognize that not everyone is going to engage with your product in the same way. Offer low-pressure alternatives that make it easy for people to get started.

7. Involve users in their progress tracking

Meditation is hard—in no small part because results aren’t super obvious and take time to fully manifest. How to overcome this? Headspace has tried several approaches. A recent one that Cal likes is involving users in their progress. The “My Progress” feature lets people track their stress and anxiety levels over time. This visual cue lets users see if and how meditation is working—giving them a reason to keep it up.

Takeaway: Give users a way to see the impact of their efforts. When people can track their progress, they’re more likely to feel they’re getting somewhere, even if the results aren’t immediate.

Final “meditations”: How to keep users coming back

Headspace is best in class at getting people to start meditating. The continual challenge, though, is keeping them engaged and coming back. Not easy! Headspace hasn’t fully cracked that nut yet, but given how good they are at getting people to take that first sit, they may well succeed.

🚨 I launched a new podcast series. This series is for product, marketing, and design people who want to know more about how their customers think—and get inspired to build and grow products that work. To do that, I’m talking to people who really GET human behavior. There will be some growth PMs and designers, but also a winemaker, dog trainer, and a toddler expert 🙂 The first episode is with Headspace’s VP of Design, Cal Thompson. I’d recommend listening to it in the car on your favorite podcast app or watching it on YouTube.