In mid 2016 we were contacted by Khosla Ventures to help their venture backed startup 10 %. User data from their current iOS app suggested that the UX wasn’t intuitive enough, and the overall visual aesthetic and branding in dire need of improvement.
We designed a beautiful card navigation system that gives you enough information to select from a wide range of courses. The cards can easily be expanded upon, which was one of the challenges we had to overcome as a new course is launched each month. To make the browsing experience as smooth as possible, we tried dozens of different transitions to fine-tune an experience that felt intuitive and fast.
10 % is centered around informative meditation courses that teaches you the how and the why we meditate. In contrast, the Just Meditate tab lets you browse meditation sessions based on mood or situation. Select the type of meditation that suits your need, set the meditation timer and tune out.
Creating the brand and visual language for 10 % proved to be a great challenge. The founders wanted an edgy, bullshit-free brand that unlike other meditation apps isn’t centered around pictures of sunsets and women in yoga positions. We did quick design iterations and [prototyped the best runners] to find a visual style and brand attitude that suited the founders’ vision, while not putting off the current user base.
Getting started meditating shouldn’t feel like a hurdle. We made the initial user experience fast, fun and engaging to get you up and running in no-time.