Alexis DoreauBetterSleep / WELLBEING · GROWTH DESIGN
Less friction.
More room to rest.
Connecting personalisation, sleep habits and a thoughtful subscription experience.
Product design · Personalisation · Growth design
Onboarding, content discovery & subscription
The context
BetterSleep combines sounds, meditation and sleep tools. People often open it when tired or anxious, at the very moment they would rather stop using their phone.
The question
A large library is not always helpful when someone just wants to fall asleep. How could we make the right content easier to find, while making the value of a subscription clear?
Design decisions
01 — Reduce the decisions before bedtime.
With the team, I worked on personalised journeys and onboarding, connecting content to a person’s needs rather than asking them to browse the entire catalogue.
02 — Make sleep data understandable.
For tracking, cycles and chronotypes, the challenge was to show useful patterns without turning the app into a medical dashboard. Each chart needed to answer a question.
03 — Treat growth as part of the experience.
I explored funnel and paywall variants with the team: their message, timing and relationship to the value already experienced. Conversion and retention belong to the same journey as daily use.
Explore the screens
How I would assess the value
Retrospective measurement ideas, not reported results.
- Value to keep in focus
- People who find a listening experience they want to return to.
- Signals to investigate
- Time to first playback; onboarding-to-listening activation; return to listening by cohort; subscription conversion and retention after value discovery.
- Trade-offs to watch
- Drop-off at the paywall, unwanted friction before playback and subscription cancellations. Listening activity alone cannot prove an improvement in sleep.
What I took from it
A subscription feels more natural when someone understands the value before being asked to pay. Growth design is an experience problem as much as a business question.