Headspace:

Guided Meditation for Everybody
HeadspaceIn partnership with RAIN

Skill Launch:

December 2017

Case Study:(updated)

April 2020

Case Study –Headspace
ProblemHeadspace was founded with the goal of teaching
meditation and mindfulness to as many people aspossible. Through a mobile app, Headspace enabled
people to experience the benefits of meditation
anytime, anywhere. But in today’s always-on world,
mobile app-based meditation experiences could sufferfrom unwanted interruptions, from notifications midsession to the glow of the screen at night.
Opportunity
To help launch meditation without distraction, Headspacepartnered with RAIN to bring the popular service to Alexa
and other voice-first services, seeking to exploit thenatural fit between immersive voice experiences and therich audio content in the Headspace library.

Case Study –Headspace
Solution
To open new pathways to meditation and overcome thedistractedness that can come with using mobile devices,
RAIN worked with Headspace to reimagine the meditation
experience for voice-enabled technology. This resulted in a
meditation experience that was simpler, more seamless andmore accessible than ever –the Headspace: Guided
Meditation for Everybody Alexa skill.
The Alexa experience features custom audio to lead guided
exercises, as well as a robust conversational repertoire withnearly 500 responses and reprompts. The skill enables
subscribers to link their accounts for a personalized
experience, but also allows non-subscribers to access the“basics” as a way to drive trial and new subscription
conversion.
To capitalize on the release of Echo Buds in Q4 2019,
Headspace and RAIN updated the skill to enable two special“on-the-go” meditations - walking and running – suggested
to customers using geo-location-enabled mobile devices.

Go-To-Market
Go-To-Market Approach
Headspace’s commitment tocontinually iterating on its voice
product offerings has provided a basis
for a sustained drumbeat ofcommunications to current andprospective customers.
In addition to voice-specific website
pages, the company’s social channels
frequently spotlight the Alexa skill
and its newest functionalities (mostrecently Sleepcast).
As an early adopter of new features,
Headspace has also received featured
placements in the skill store.
Headspace’s voice efforts havegarnered coverage in AdWeek,
Venturebeat, PC Mag and even The
New York Times.

Results

1.1MM+

25%

42%

Top 5

Total unique users
since December
2018

Of users engage
weekly or more
frequently

Of users complete
account linking once
prompted

Source: Headspace

Source: Headspace

Source: Headspace

Rankings in the Alexa
store for both
Lifestyle and Health& Fitness categories
Source: Alexa Skill StoreHeadspace’s Learnings

Treat your voice experience
like any other first-class digitalproduct, complete with avision, roadmap and a frequent
release of new innovations,
including features thatcapitalize on the affordancesof new Alexa functionalities.

Invest in premium, originalaudio content to keep
users engaged. Focus on
ownable sound design tohelp differentiate yourexperience.

Drive retention andconversion with existingand prospective
members throughfeatures such as accountlinking and crossfunctional compatibility.