Goal
Increase app downloads.

Challenges
1. Majority of this audience struggles with stress and anxiety but remains unmotivated to learn to meditate
2. The #1 post-download complaint was the user feeling unsure of where to start or how to find what they were looking for
3. Various legal restrictions on claims and copy

Solutions
1. Prioritize credibility in the hero and differentiate the app from others by framing it as personalized relief
2. Present a clear problem-and-solution scenario, positioning Calm as the solution
3. Introduce previews of most-used features and emphasize breadth and variety
4. To combat user issues post-download, I used naming conventions that directly reflect what will be seen in the app. I also incorporated additional navigational information in an FAQ