Mindy

This app intends to focus on the problem of anxiety and general lack of focus and provides a self-care program for people aware of how important their mental wellbeing is.

This app targets young individuals who are open to using the mobile app to ease their daily stress.

What is unique about the Mindy app is that it explicitly targets employees in large organizations offering wellbeing programs as a health-related benefit for their teams.

This industry covers some mental well-being and meditation techniques that have grown exponentially over the last couple of years and are expected to continue this expansion with a 48% CAGR (according to UniDatos Market Insights).

Those megatrends have been amplified by the Covid-19 pandemic, during which the isolation and fear caused a surge in reported mental health issues.

The market itself is divided according to the stage of mental disease treatment, and Mindy can be identified at the initial part of that process as a prophylactic tool for mental self-care.

For this project, we have chosen the Flutter framework for mobile app development and .NET Core for the server-side. The web-based admin app was built using ReactJS.

Using this tech stack, we could focus on the biggest challenge, i.e., providing the unique ease of experiencing the mindfulness app comparable to the very high market standards (of Calm and Headspace).

Mindy involves some complex analytics for their subscription based business model. In this project we have integrated with Appsflyer to track the attribution for marketing campaigns and souce of installs, especially paid channels and economy tracking.

We have also integrated with CleverTap to automate marketing, analytics, and user engagement. Both the Appsflyer and CleverTap were the building blocks for providing the analytical model to track the economy of the subscription business model with own events and connecting metabase for data visualization to make decisions.

What is more, this project was developed during the Summer Internship Program at LeanCode, during which freshly recruited interns, while supervised by mentors, could participate in building this challenging mobile system.

This proved efficient and provided the interns with an excellent opportunity to master new theoretical concepts taught during the internship program. 

In order to streamline the onboarding process, the app enables users to register using different social media accounts while checking dependencies between the accounts so that users can register with an email and afterward log in with the Facebook account associated with the same email address.

Afterward, the informative onboarding process allows users to start their first meditation challenge. In the background, the process is monitored using integrated AppsFlyer to track attribution for marketing campaigns and source of installs, especially paid channels and economy tracking.

The next stage of the Customer Journey is related to monetization. We have implemented the subscription-based business model, where users can use their Apple or Google account to enroll for the subscription and activate monthly payments. This process is tracked similarly to the user acquisition, and the performance of the funnel channel analytics is optimised.

The third Customer Journey is related to the actual use of the app and provides the player feature for the audio content. The player is fully customized and enables the user to experience the meditation techniques fully.

The last considered Customer Journey was related to the long-term engagement built around challenges, courses, gamification tools like badges and trophies, and a calendar with notifications for enhancing regular usage.

Those features are critical business-wise to ensure that the value is well communicated to the user and build their stickiness with the product.