Mindfulness Moments

My role: UX lead

Project scope: Mindfulness Moment is a new product from Macmillan that help users de-stress, while raising money to care for others. The user receives daily SMS tips on mindfulness in return for a cash donation at sign up.

Problem statement:

How can we motivate people to donate and to feel they're receiving something in return? The business objective was also to increase awareness between women from 25-60.

Why women and why Mindfulness?

Women are particularly susceptible to stress.

Women are socialised to be the caretakers of others. More women than men have both a career outside the home and continue to try to juggle traditional responsibilities after hours. Over 70% of married women with children under the age of 18 are employed outside the home. Sociologists describe women as struggling to achieve the "male standard" at work, while trying to maintain the perfect wife and mother standards at home.

As women progress through life's stages, hormonal balance associated with premenstrual, post-partum and menopausal changes can affect chemical vulnerability to stress and depression.

Research, analysis and testing approach

What do we know about the users?

Understanding the users and their needs allowed us to build a proposition for the product.

We built two personas based on previous research.

The audience have also been tested with a smoke appeal on Facebook.

The product was tested with females with the highest propensity to give. More specifically: female G2s 25-45 (fun loving givers) and G5s 45-65 (Good lifers). We got positive feedback towards the proposition receiving 15.000 of signup.

We conducted some guerrilla testing to test the look and feel of the new product.

The campaign went live in jnuary: It’s the lowest CPA on a cash donation ask (around £13 Vs cause cash which was over £100)

Approx. 900 registrants in 3 weeks with 7k raised.