Calm 2022

Designing the Core Engagement Loop

Crafting an insights-driven, customer-obsessed engagement loop

Behavioral DesignAnalyticsUX ResearchStrategy

Company

Calm

Role

Lead UX Researcher

Year

2022

The Problem

Many people download Calm and either never use it or stop using it. Successful habit-formers are often self-selected users who worked through UX friction. Business hesitation to make changes further stalled progress.

The Goal

Design an evidence-based engagement loop that converts new users into habitual practitioners through progressive, personalized experiences.

The Approach

Mapped the full user lifecycle through behavioral analytics and longitudinal research, identified critical drop-off points, and designed intervention strategies validated through rapid experimentation.

The Outcome

Established the foundational engagement framework that informed Calm's product roadmap and improved key retention metrics.

Gallery

Core engagement loop
Core engagement loop
Problem map
Problem map
Content vs habit app
Content vs habit app
Core loop screens
Core loop screens
Trigger, action, reward
Trigger, action, reward
Ring options
Ring options
Triggers
Triggers
Loop diagram
Loop diagram
Three screens
Three screens

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Calm — 2022