Hi 󰗝 Iʼm Chelsea Mariko Coe 

Proprietary, Confidential, & Thoughtful Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Before I got into design, I was in academia. I did research at the intersection of politics, psychology, and language. I wanted to know why people believed in what they believed in. Chelsea Coe | Design Matters 2024 

ME Iʼve been a design researcher for 6 years. And currently at Headspace as a mixed methods researcher 

Proprietary, Confidential, & Thoughtful So what is Headspace? 

Proprietary, Confidential, & Thoughtful 2022: Mental health We merged with Ginger, providing human care providers to support mental health needs. 2018-2020: Mindfulness We expanded from a meditation company to a mindfulness company, including move, sleep, and focus content. 2012: Meditation App Launch of the first digital version of Headspace, a meditation focused app. 2010: Meditation Events Andy & Rich started Headspace. It began as a meditation event business. 2024: Digital mental health Digitally provide clinical interventions and build diverse skill sets. SCALE EXPAND EXPAND SCALE 

Proprietary, Confidential, & Thoughtful LOGO 7 Proactive team-based clinical care Unlimited on-demand + scheduled coaching Clinically-validated evidence-based programs 7 Proprietary, Confidential, & Thoughtful Video therapy and psychiatry Self-guided mindfulness, sleep content, courses, and more A single destination for mental health support Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Our Mission: To improve the health and happiness of all 8 Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful What does a mixed methods researcher do? 9 Chelsea Coe | Design Matters 2024 

Chelsea Coe | Design Matters 2024 

11 Proprietary, Confidential, & Thoughtful HDI is “Hypothesis-Driven Innovation.” Our Headspace version is inspired by human-centered design, (design thinking & design doing), with an emphasis on the aspect of HCD that leans into rapid iterative prototyping and experimentation as means to improve user experiences, generate delight and drive customer loyalty. Each of us practices this differently currently. Today, Iʼll show an example of how we use HDI and Behavior Change Design together to create a better experience for our members. Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful What is Behavior Change Design? 12 Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Behavior Change Design Designing for behavior change involves combining knowledge and expertise about how people make decisions from a behavioral economics and psychological lens, with qualitative and quantitative research, and applying these learnings to the design process. Acknowledging and understanding peopleʼs influences, attitudes, self-efficacy and habits in context, allows us to design interventions, through digital products and services, utilizing behavior change techniques that support and sustain the changes people want to make. Whatʼs involved? How design can shape, or be used to influence human behavior, to help people make the right things easier to do. It's about creating the right environment for people to make a decision or take action towards their goals. Behavioral Economics & Psychology Product & Service Development Mixed Methods Research & Data Analytics Designing for behavior change Chelsea Coe | Design Matters 2024 

1 4 Individual Knowledge. Attitude, Skills, Emotions, Beliefs & values, Self-efficacy, Perceived norms & risks People around me Interaction with close social and family and circle. Peer influence, Family communication, Social support Structures around me Larger macro-level environment which can either promote or deter behaviors. Leadership, Resources and services, Health systems, Policies & regulations, Guidance & Protocols, Religious and cultural values, Gender norms, Media & Technology, Income equality Motivation, Ability, Information, Norms Space around me The context which you live and relationships are nested. Leadership, Access to information, Service provision, Social Capital, Collective efficacy Reference: Social Ecological Model Factors influencing behavior Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful An additional lens for greater impact Designing for behavior change doesnʼt require a new methodology, and is layered on top of our existing Service Design approach. Looks holistically at the entire ecosystem and user experience. Service Design Applying behavior change techniques to design interventions that can help shape or change specific behaviors over time. Behavior Change Interventions Focusing on one specific decision point in time, behavioral economics can provide a valuable new lens that can help evaluate users decision making and maximize the impact of key features. Key Decision Points Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Thereʼs no silver bullet Creating long term, sustained Behavior Change, requires a blended approach, combining learning from multiple theories, frameworks, tools and techniques. Popular concepts include: Whatʼs important to know Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Thereʼs no silver bullet Creating long term, sustained Behavior Change, requires a blended approach, combining learning from multiple theories, frameworks, tools and techniques. Popular concepts include: Whatʼs important to know Chelsea Coe | Design Matters 2024 

How do we apply these concepts to implement Behavior Change Design at Headspace? 

Proprietary, Confidential, & Thoughtful If we want to “support healthy habits that last a lifetime,” then by definition we are in the business of behavior change. 19 Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Transtheoretical Model of Change (Stages of Change or Readiness to Change) Models, Theories & Frameworks Recommendations for use This methodology explains or predicts a person's readiness to change. Understanding where individuals are at along this journey (not always linear) will also help us to better identify their needs and help detect signals for supporting and meeting people where they are and moving them in their journey to the next phase. PRECONTEMPLATION CONTEMPLATION PREPARATION ACTION MAINTENANCE TERMINATE/RELAPSE Aiding Readiness to Change Sustaining Behavior Change Lowering the Barriers to Change Iʼm happy the way I am Thinking about making a change Getting ready to make a change Actively working towards a goal Reached my goal and happy with it Was working towards a goal but trying to get back on track Educate/Awareness Self-Efficacy Educate/Awareness Experiment Prevent Identify Support systems Concrete goals and planning to Start/Stop/Alter a behavior Maintain Manage Resolve/Overcome Feedback on progress Reward progress Positive Reinforcement Social Support Resolve/Overcome Experience Needs Stage Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Hypotheses 1. Headspace members exist across the spectrum of change readiness, but we treat everyone like they are in “Action.” 2. If we could understand our members Stage of Change and barriers, we can provide more useful guidance and support that will help them make progress towards their goals. 3. Identifying what Stages of Change our members are in will help us prioritize addressing specific stages, which will promote member engagement and ultimately, retention. Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Research Plan Using multiple methods, we test our hypotheses 22 Chelsea Coe | Design Matters 2024 Run a Survey We fielded a 15-question survey to new paying members in the U.S. to understand levels of readiness Review Member Feedback Processed hundreds of open end feedback we get from our NPS campaign to identify member pain points Interview New Members Used dscout to interview new members to ask about their motivations and needs Look at Member Behaviors Analyze our in-app data to understand what members with different readiness levels are doing once they enter Headspace 

Proprietary, Confidential, & Thoughtful Please reach out if you would like to see the results of the studies! I would love to chat with you. [email protected] 23 

Proprietary, Confidential, & Thoughtful Summary of Findings 24 1. Majority of new members are not in “Action” but actually in the “Precontemplation” and “Contemplation” stage 2. Members need help figuring out what to do and are looking for guidance to navigate the experience 3. Their readiness level has an impact on overall engagement and in turn, will have impact on retention, if not engaged with properly. Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful So what have we done so far to support our new members? 25 Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Tested different content recommendations to make to new members to help their initial experience Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Introducing Guided Programs! Engaging, clinically-validated programs that use an array of evidence-based interventions to drive mental health outcomes ● Sleep Program ● Anxiety & Depression Program ● CBT for Mood and Anxiety Guided Program Chelsea Coe | Design Matters 2024 

Proprietary, Confidential, & Thoughtful Thank you! どうもありがとうございます ! 29