Designing for lasting engagement
Headstrong
Headstrong is a free, evidence-based wellbeing app that helps rangatahi across Aotearoa build resilience through practical, science-backed tools. As lead designer, I redesigned the app experience and refreshed the website to create a more engaging, intuitive product that encourages long-term use while strengthening the Headstrong brand.
Designing a wellbeing experience kiwi youth return to
Working with Headstrong, I helped lead the redesign of the app experience to improve user retention by turning app downloads into active, returning users. Collaborating closely with the client and developers, we refined the user experience across both the app and website to create a more cohesive digital experience for rangatahi, parents, educators and healthcare professionals. Headstrong is crafted by experts at the University of Auckland, co-designed with rangatahi, and funded by Health New Zealand.
Reducing friction from the very first interaction
Headstrong had already established itself as a trusted wellbeing app, but the experience needed to better support users beyond the initial download. The onboarding journey and app structure made it difficult for young people to know where to begin, increasing the risk of users dropping off before discovering the value of the app's evidence-based tools. As lead designer, I reworked the experience by simplifying navigation, refining onboarding and creating clearer pathways into the app's wellbeing content. The visual design was also refreshed to feel more vibrant, approachable and engaging while maintaining the trust and credibility expected of a mental wellbeing platform.
Creating a connected experience beyond the app
The project extended beyond the mobile app, with a parallel redesign of the Headstrong website to better reflect the refreshed product and evolving brand. Together with the wider team, we introduced new content, interactive elements and animations that communicate Headstrong's purpose while supporting a broader audience including parents, teachers, school counsellors, clinicians and community support managers. Working across product, web, client and development teams reinforced the importance of designing connected experiences that balance user needs, stakeholder goals and technical constraints. Rather than treating the app and website as separate products, the project focused on creating a consistent experience that builds trust and encourages ongoing engagement.
Credit: Work completed at Edition Group.
