lancaster-based creative type

MeetMindful

Helping users create lasting and meaningful connections.

When/Where

January 2018 - January 2019 as the in-house marketing designer

What

Strategy, Design, & Development (Front End, WordPress)

 

About MeetMindful:
MeetMindful is the premium dating app for mindful individuals looking to connect and create lasting relationships based on mindfulness and holistic lifestyles.

The company (of the same name) is a start-up organization based in Denver, Colorado. They restructured in January 2019, resulting in the lay off of half the company (including my role).

Role Overview:
As the sole marketing designer, I worked with existing brand standards to expand our visual communication and style to attract and retain users. I worked with the CEO, Chief Product Officer, Marketing Manager, developers and product designers on projects ranging from porting over and re-designing and developing email templates to re-creating landing pages to communicate our message and product features.

Through working with multiple levels of stakeholders, I worked to prioritize revisions, projects and feedback, as well as effectively work on multiple projects at once.

I had planned to revise our brand standards to include more modern type treatments and revision of the image treatments used in previous materials to have a higher contrast for users of all ages.

Sample Projects:
Email Marketing, Site Updates, Modals, Landing Pages, Misc. Marketing Materials

 

Email Marketing

Redesigned welcome email to new users with a standard account, encouraging them to upload a photo (if they have not already). If they have, they receive an alternate version that encourages them to begin filling out their profile.

Redesigned welcome email to new users with a standard account, encouraging them to upload a photo (if they have not already). If they have, they receive an alternate version that encourages them to begin filling out their profile.

Redesigned welcome email for users when they upgrade to a  premium  account. Users now have access to a number of new preferences, as well as a slew of features designed for those showing “serious intention” by upgrading. I proposed a solution that displays a hero image that’s more in-line with a users’ sexuality vs. a heterosexual couple for every user.

Redesigned welcome email for users when they upgrade to a premium account. Users now have access to a number of new preferences, as well as a slew of features designed for those showing “serious intention” by upgrading. I proposed a solution that displays a hero image that’s more in-line with a users’ sexuality vs. a heterosexual couple for every user.

Users who do not upgrade upon registering receive a series of upgrade emails after their third week on the app, designed to nurture them into upgrading to a premium account. Users with a basic account are able to access a number of basic features. The upgrade emails introduce the more advanced features and use user testimonials to create a personal touch. A third email in the series features a personal letter from the founders of the app, inviting users to be a  founding level -type member.

Users who do not upgrade upon registering receive a series of upgrade emails after their third week on the app, designed to nurture them into upgrading to a premium account. Users with a basic account are able to access a number of basic features. The upgrade emails introduce the more advanced features and use user testimonials to create a personal touch. A third email in the series features a personal letter from the founders of the app, inviting users to be a founding level-type member.

 

Website updates

To kickoff a phased-out website overhaul, I designed and built out a  Careers  page to highlight the benefits of working for MeetMindful, as well as the existing team culture. I remotely art directed photography of the office to supplement content written by a freelance copywriter.

To kickoff a phased-out website overhaul, I designed and built out a Careers page to highlight the benefits of working for MeetMindful, as well as the existing team culture. I remotely art directed photography of the office to supplement content written by a freelance copywriter.

careers 02.jpg
To supplement the new Careers page, I simultaneously designed and developed a  Team  page to introduce potential employees to the existing MeetMindful team, as well as create legitimacy to the people-centric attitude of what’s behind MeetMindful.

To supplement the new Careers page, I simultaneously designed and developed a Team page to introduce potential employees to the existing MeetMindful team, as well as create legitimacy to the people-centric attitude of what’s behind MeetMindful.

Part of creating MeetMindful’s team page included creating hierarchy around sharing the who’s who around the company’s investors and advisors, many of which are also in the space of holistic living and spirituality. The page ends with the ability to see what positions are open.

Part of creating MeetMindful’s team page included creating hierarchy around sharing the who’s who around the company’s investors and advisors, many of which are also in the space of holistic living and spirituality. The page ends with the ability to see what positions are open.

 

Modal Testing

Existing sign up modal driving users to sign up for the app with Facebook one-click. This design was based on previous marketing design standards and revolved around highlighting a the app interface. Since the creation of this modal, the app had been refreshed, visually.

Existing sign up modal driving users to sign up for the app with Facebook one-click. This design was based on previous marketing design standards and revolved around highlighting a the app interface. Since the creation of this modal, the app had been refreshed, visually.

The first redesigned modal aimed towards encouraging users to elect into one-click Facebook sign up. This approach focuses less on the app interface, and more on creating an emotional response through the use of lifestyle imagery. The team behind the app is constantly working on testing features, meaning the interface itself could go through updates that would need reflected on a regular basis. Through using imagery, those features could be tested and updated without having to update the modal each release.

The first redesigned modal aimed towards encouraging users to elect into one-click Facebook sign up. This approach focuses less on the app interface, and more on creating an emotional response through the use of lifestyle imagery. The team behind the app is constantly working on testing features, meaning the interface itself could go through updates that would need reflected on a regular basis. Through using imagery, those features could be tested and updated without having to update the modal each release.

As previously mentioned, the editorial team puts work into curating articles on mindful living and dating that hits inboxes once a month. In an attempt to nurture those receiving those articles into becoming users of the app, we created a modal to test reader’s desire to be on a newsletter list.

As previously mentioned, the editorial team puts work into curating articles on mindful living and dating that hits inboxes once a month. In an attempt to nurture those receiving those articles into becoming users of the app, we created a modal to test reader’s desire to be on a newsletter list.

Part of my role as marketing designer was to approach the brand with fresh eyes and begin testing creative updates against what previously existed. I took the existing brand standards and used them as a stepping stone towards evolving them further.

I was eager to begin testing our initial blog modal (pictured left) against an updated design and an email capture. Monthly, we engage our users with a newsletter, full of articles on mindful living, dating and loving - and creating tie-ins to our product. However, we weren’t capturing the contact information of those new to our app and eco-system.

Unfortunately, after going through the design and development phases for a new solution, MeetMindful went through a restructuring before we were able to test our hypothesis around an updated design and alternate functionality.

 

Landing Page Updates

We’re constantly looking to evolve how we connect with our audiences and bring in new users. A large part of my role with MeetMindful involved testing various landing page designs - swapping out content, images, testing out new brand tones and so on.

The first two examples were used to test against an outdated homepage design to begin moving the brand forward. One can be found here.

The last design is a page that was fully developed to replace the homepage entirely, had the company not faced a restructure. You can view a version of this coded landing page here.

landing page - app download.jpg
landing page - a_b test.jpg
landing page - homepage.jpg