Case Studies/Smiling Mind

Smiling Mind

See it in action

Smiling Mind wants to help 5 million young Australians be more mindful by 2021, VERSA is helping make it happen with generous support from nib Foundation.


Translating an app into voice

VERSA worked closely with Smiling Mind to understand how existing users were using the service, and how this might translate to the smart speaker. The project was aimed to boost user acquisition and user retention, so we designed an experience that had both user groups in mind. By offering free content to users and encouraging sign-up to access new meditations we created a strategic voice experience that worked as a new marketing channel for Smiling Mind, particularly effective during the pandemic, and increased time spent at home. 

Design & Creative

Smiling Mind's brand new voice

Smiling Mind’s playful brand was brought to life using bright language and emojis throughout the experience’s User Interface

Given Smiling Mind’s existing audio-driven products, sonic branding was a key part of this experience, to do this we worked closely with Smiling Mind’s audio engineering team.

The entire experience was recorded using Smiling Mind’s voice talent, rather than the first-party Google Assistant voice. This ensured a truly seamless transition for a user switching between devices.

Technology & Development

Effective and custom development

As Smiling Mind is a not-for-profit, we leveraged as much existing architecture as possible to reduce costs.

Smiling Mind has hundreds of meditations that are accessible as either ‘programs’ or as their standalone ‘session’. VERSA worked with Smiling Mind to build a model that would surface the most appropriate Smiling Mind meditation for each user. 

VERSA redeveloped Smiling Mind’s existing auth solution to enable account linking for smart speakers, enabling users to resume their meditation progress from other digital platforms, like web & mobile. 

The uptake has been substantial with thousands of regular users already, showing the increased need to engage and practice mindfulness in the home.

Nick Cust, Chief Product Officer, Smiling Mind