Creating calm and conviction with Headspace’s onboarding

OverviewWalkthrough
Context
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Onboarding
Category
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Health & Fitness
Goals
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Behaviour Change
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Conversion
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Engagement
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Feature Adoption
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Registration
Biases identified
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Cognitive Load
neurology
Affect Heuristic
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Feedback Loop
neurology
Peak-End Rule
dataset
Framing Effect
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Default Bias
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Commitment Bias
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Temporal Discounting
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Risk Compensation Effect
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Authority Bias
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The Bandwagon Effect
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Social Proof
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Attentional Bias
neurology
Progressive Disclosure
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Priming
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Empathy Gap
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Loss Aversion
dataset
Scarcity Principle
neurology
Zeigarnik Effect
dataset
Sunk Cost Fallacy

Headspace, one of the most recognisable mindfulness apps, has a unique challenge. To create a calm, grounding onboarding experience that also activates new users, builds habit momentum and drives conversion.

In this review, we explore how their onboarding balances persuasive psychology with Headspace's brand values. We find where design excels and where it nudges just a little too hard.

The flows we reviewed

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What works

  • Uses progress cues and clear structure to support the goal-gradient effect
  • Aligns persuasive offers with moments of calm and relief (reciprocity)
  • Reduces overload through smart chunking and well-paced animation
  • Emphasises community and science for authority and social proof
  • Uses a well-sequenced series of emotional peaks to drive retention
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What doesn't work

  • Subscription trial uses urgency and reward framing inconsistently
  • "Continue" button appears repeatedly even when cognitive choice is needed
  • Notification opt-ins lack contrast in design and rely too heavily on defaults
  • Discounts post-meditation undercut the emotional value just created
  • Initial splash screens may cause friction for users who prefer to skip animations

Screen-by-screen review

headspace-onboarding-1-1-splash

Splash screen

Cognitive Load
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The centred logo and clean layout create a sense of simplicity, making it easier for users to process and feel at ease upon app entry.
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Idea
Consider offering a skip or tap-through option to reduce early friction for returning users or those seeking immediacy.
headspace-onboarding-2-1-introduction-breath in

Breathing introduction – inhale

Cognitive Load
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Low visual complexity and soft motion help reduce mental effort, creating a smooth and welcoming start to the user journey.
Affect Heuristic
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The calm visual animation simulates a breathing experience, using emotional resonance to make users feel relaxed and safe at first interaction.
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Idea
Add a brief visual or text prompt for first-time users to explain that this is an introductory breathing exercise to reduce ambiguity.
headspace-onboarding-2-2-introduction-breath out

Breathing introduction – exhale

Peak-End Rule
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The closing smiley animation leaves users with a warm final impression of the exercise, influencing how they recall the overall onboarding moment.
Feedback Loop
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The smiley face animation acts as immediate visual feedback, reinforcing the desired breathing behaviour and promoting habit formation.
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Idea
Allow users to replay this animation if desired — reinforcing habit formation by enabling immediate repetition.
headspace-onboarding-3-1-landing page

Landing page

Framing Effect
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The minimalist layout and central CTA frame the choice as simple and inviting, nudging users to continue.
Default Bias
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Visually dominant CTA nudges users forward
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Idea
Consider including a short explainer or icon for context to reassure users about where the journey is leading.
headspace-onboarding-4-1-create account

Create account

Default Bias
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Third-party sign-in options match user expectations
Commitment Bias
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Prompting users to create an account early builds commitment, making them more likely to follow through later.
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Idea
Surface privacy reassurance more visibly at the top or near CTA to build trust at a key data entry point.
headspace-onboarding-5-1-account creation-marketing opt in

Marketing opt-in

Temporal Discounting
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Users may be more motivated by immediate access to offers and discounts than by future value.
Risk Compensation Effect
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The opt-in screen uses reassuring language to offset perceived risks of sharing information.
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Idea
Clarify what kind of messages users will receive and how often to avoid future regret or churn.
headspace-onboarding-5-2-account creation-walkthrough-1

Walkthrough – value proposition

Framing Effect
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Mental care framed as a positive investment
Authority Bias
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Language and visuals signal expert credibility
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Idea
Consider adding a quote or endorsement from a known expert to increase credibility further.
headspace-onboarding-5-3-account creation-walkthrough-2

Walkthrough – community

Social Proof
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Large audience size builds trust
The Bandwagon Effect
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Mentions of community create social proof
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Idea
Include user testimonials or quotes to deepen the emotional resonance of the community aspect.
headspace-onboarding-5-4-account creation-walkthrough-2

Walkthrough – science-backed

Attentional Bias
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Scientific benefits are emphasised visually, drawing user attention to key value claims.
Authority Bias
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Science-backed benefits add legitimacy
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Idea
Consider visualising scientific evidence with icons or brief data points for faster comprehension.
headspace-onboarding-5-5-account creation-goal setting

Goal setting

Cognitive Load
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Clear, separated options reduce effort and make the goal-setting process feel easier to navigate.
Progressive Disclosure
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By revealing focused goals step-by-step, the app supports clarity and sustained motivation.
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Idea
Include brief examples or tooltips for each goal to guide users who may be unsure.
headspace-onboarding-5-6-account creation-introduction

Introduction to what's next

Empathy Gap
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Acknowledges uncertainty and reassures
Priming
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Vague yet positive messaging about what’s next frames the experience as open and inviting.
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Idea
Use a progress bar or checklist preview to give more visual clarity on what’s ahead.
headspace-onboarding-5-7-account creation-free trial

Free trial upsell

Loss Aversion
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Highlights what user might miss without trial
Scarcity Principle
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Implied urgency encourages signup
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Idea
Test removing countdown urgency to align more with Headspace’s calming tone and values.
headspace-onboarding-5-8-account creation-progress

Progress indicator

Feedback Loop
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Progress visuals reinforce continuation
Zeigarnik Effect
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Progress bar gives illusion of advancement
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Idea
Add microcopy to highlight how many steps are left to build expectation and reduce anxiety.
headspace-onboarding-5-9-account creation-notifications opt-in

Notifications opt-in

Default Bias
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Layout nudges toward notification opt-in
Temporal Discounting
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Short-term benefit of reminders promoted
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Idea
Test adding options for type or frequency of notifications to increase user control and commitment.
headspace-onboarding-6-1-exercise-introduction

Exercise introduction

Affect Heuristic
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Animations and colour soothe pre-task anxiety
Authority Bias
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The calm, instructive tone positions the guide as an expert, increasing user trust.
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Idea
Include a brief line on how long this will take or what to expect to reassure new users.
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Start of first exercise

Cognitive Load
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Presenting a single, simple task lowers mental effort and encourages participation.
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Idea
Test including a visual timer to build predictability and reinforce completion habit.
headspace-onboarding-6-3-exercise-example

Breathing animation

Feedback Loop
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Repeated cycles reinforce routine
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Idea
Allow option to personalise or lengthen breathing loop to match user preferences.
headspace-onboarding-6-4-exercise-post exercise upsell

Post-exercise upsell

Framing Effect
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Trial framed as continuation of relief
Reciprocity Principle
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Offer follows emotional benefit from meditation
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Idea
Consider delaying upsell or presenting it as a soft option to maintain emotional tone.
headspace-onboarding-6-5-exercise-post exercise free trial

Free trial post-exercise

Sunk Cost Fallacy
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Past effort increases commitment to subscribe
Temporal Discounting
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Emphasising the immediate benefit of the trial appeals to users’ short-term decision-making.
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Idea
Reinforce what’s gained over the trial (vs what’s lost) to make benefit clearer.
headspace-onboarding-7-1-home-tooltip

Home view with tooltip

Cognitive Load
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Listing tasks clearly reduces mental effort and helps users feel in control of their progress.
Attentional Bias
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The tooltip captures user focus, directing attention to the most important first action.
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Idea
Consider making tooltips dismissible or delayed to respect user pacing.
headspace-onboarding-7-2-first daily task

First daily task prompt

Feedback Loop
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Task completion loops into continued engagement
Commitment Bias
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Encouraging users to complete the first task builds momentum and increases likelihood of future follow-through.
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Idea
Add small reward or visual confirmation for completing this task to support momentum.

Similar case studies to explore

Enabling personalisation and persuasion through Medium's onboarding

How Blinkist onboards for better personalisation

How Notion encourages onboarding through progressive profiling

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