Skip to main content
UX Content
  • Case Studies
  • UX Bites
  • Cheatsheets
  • Psychology
BFM+
  • Instant Feedback
  • MCP
  • Figma Plugin
  • Tiers & pricing
  • Free newsletter
  • Log in
Other
  • Archive
  • About
  • Help
  • Changelog
Services
UX audits

A complete audit of your user experience, delivered in a format that you can't ignore.

Book an audit

Built for Mars Ltd is a company registered in England and Wales (Company No. 12731987).

Account
  • Log inAccess your library and activities
  • SubscribeUnlock all features and access to the library
Learn from the best companies in the world

A library of content that even non-designers find interesting.

Subscribe todaySubscribe today
Structured learning
  • UX BootcampEnroll in a 5-week bootcamp
  • PathwaysCreate custom learning Pathways to work towards any goal, industry or topic
  • CollectionsBrowse Case Studies by key topics
  • QuizzesTest your knowledge
Explore the library
  • Case StudiesSlideshows that are packed with research
  • UX BitesReal examples of design magic
  • CheatsheetsQuickly level up in a particular area
  • Product PsychologyLearn the essentials
  • NewsletterGet research straight to your inbox
  • CompaniesBrowse by company
Learn from the best companies in the world

A library of content that even non-designers find interesting.

Subscribe todaySubscribe today
Tools to help you
  • AI InsightsUpload screenshots of your design, and get instant feedback from our AI
  • MCPAccess the entire library from your favourite agent
  • Figma pluginAccess our AI tools, and our entire library, directly from Figma
One-to-one help
  • UX AuditsThe fast-track for growth
Includes tools that help you ship better products

Learning never stops, but sometimes you need a little more.

Subscribe todaySubscribe today
Log inSubscribe today
Home
Case Studies
A Masterclass in User Activation (96% of them)

How to get the most from Case Studies

BFM+Exclusive

A Masterclass in User Activation (96% of them)

8 mins
about Headspace
Headspace large logo
  • Case study
Skills you'll build

  • Creating Aha! Moments before the core product is used

  • Framing short-term wins as long-term value

  • Embedding emotion into your onboarding flow

According to Headspace, 96% of their users feel less stressed after using the app.

Even if this cherry-picked study isn't scientific, it demonstrates that millions of people are actually feeling something.

Their sign-up flow is a masterclass in how to set a goal, control the narrative and create the perception of success.

They use simple and common ingredients, to make a delicious sign-up-activation-soup.

This is exactly how the magical orange-blob-face does it.

Case study

Peter Ramsey, Built for Mars Founder

Written by Peter Ramsey

Consultant to 100+ companies

Part of:
Mastering Onboarding · Product Psychology
Published: 18/10/2024
Last edited: 05/06/2025

Other popular case studies

Free
8 min to learn...

Twitch Celebrates the Wrong Thing (and Misses the Aha Moment)

with aCase Study
focused on
Twitch Logo
Twitch
Twitch logo
Read study
Free
8 min to learn...

Why Adding Friction Improved Built for Mars' Conversion Rate by 25%

with aCase Study
focused on
Built for Mars Logo
Built for Mars
Bfmyellow
Read study
BFM+Exclusive
6 min to learn...

How Hinge Keeps You Engaged (Not Romantically)

with aCase Study
focused on
Hinge Logo
Hinge
Hinge logo
Preview study
BFM+Exclusive
6 min to learn...

Google is Hollowing out Waze, and that's a Problem for Apple

with aCase Study
focused on
Waze Logo
Google Maps Logo
Apple Maps Logo
Wazelogo
Preview study
BFM+Exclusive
8 min to learn...

How To Design A Loyalty Scheme That Actually Motivates People

with aCase Study
focused on
Costa Logo
Costa
Costa Coffee Logo 1
Preview study
BFM+Exclusive
7 min to learn...

If a Supermarket Scanner Needs Explaining, Something’s Broken

with aCase Study
focused on
Waitrose Logo
Sainsbury's Logo
Asda Logo
Waitrose logo
Preview study