Thoughtful is Wellness 3.0 where Calm and Headspace meet a social network. By building a personal CRM platform, our subscribers can take proactive measures to alleviate anxiety and depression by deepening their relationships. The goal: 1M users by year five.
We believe that reaching out, remembering, and reflecting daily on relationships reduces the likelihood of enduring long-term health issues, and enhances cognitive function.
Seekers are the most likely to treat Thoughtful as a meditative practice. They appreciate the guided approach of Daily Actions and are drawn to the gentle visual language of the brand. Introspection is their superpower but rumination may prevent them from showing up on important dates.
Top User Pain Points
Users worry about sharing personal information
Tasks can feel like a chore when they are perceived as long and intensive
Skepticism about the trustworthiness of content
Thoughtful transitioned from concept to app, making its debut on the iOS App Store just in time for Thanksgiving 2023. At the time of launch, it had two years of research, design, and development with an initial user base of ~200.
Design from 0-1
NPS 80 within 6 months
A benchmark of 40% Super Human metric
82% avg. download to account creation
$3 Cost Per Install
4.5 out of 5 star rating in the iOS app store
The Voice of the Consumer research revealed patterns of distress among respondents, particularly an increased sense of uncertainty amid the ongoing pandemic. There was a strong desire to strengthen social connections to remedy isolation and sustain a supportive community.
Inspired by Dr. Samantha Boardman, the concept of a positive portfolio emerged as a strategy to evoke positive emotions. Daily Actions integrates personal notes, memories, and milestones, creating a compilation that serves as evidence of the positive aspects of a relationship. These visualizations organize complex relationship information and gently guide users to action on their intentions.
The one obstacle preventing people from initiating communication with their loved ones, particularly during challenging periods, is the uncertainty of what to say.
In the context of an important life event, we prepare the user with information on how to provide support to their loved ones with confidence. The Thoughtful library includes ~500 articles on how to address life's big and small moments including but not limited to spreading gratitude.
What to Say guides provide users with comprehensive dos and don'ts to form a response to a given situation. Naturally, after reading the content guides, users wanted to copy and paste the suggestions into their text messages to get their conversation going.
Catherine was an exceptional coworker. Her ability to think creatively and on-the-fly helped push our team forward. Her new design and structural initiatives, including developing an internal system for organizing and implementing design elements within the Thoughtful app, helped streamline the creative process and facilitated stronger communication between departments. Catherine's innate ability to recognize problems and implement strong solutions made her a joy to work and collaborate with at Thoughtful.
Director of Content at Thoughtful