Mindary

A mindfulness and meditation app built on a simple idea: happiness is a result of habits. A daily 1% change compounds into a 37% difference over a year.

Role: Lead Product Designer
Platform: iOS, Android
Website: www.mindary.mobi
Year: 2025

Overview

Mindary helps you improve your well-being by changing your daily habits. It believes that happiness is a result of habits, and that by enhancing these habits you can increase your energy and sense of well-being. Small changes are more effective than big ones, a daily 1% change can result in a 37% difference in a year.

Mindary supports you in developing small habits using practical positive psychology techniques, through guided and unguided meditation, breathing exercises, yoga and other video content. It helps you build positive habits in categories like Flow, Mindfulness, Self-Compassion and Gratitude; strengthen your connections through Wellness, Social Bonds, Romantic Relationships and Parenting; and cope with daily emotions such as stress, anxiety and worry through Positivity, Calm, Sleep, Breathing and Meditation.

Wellness market segmentation

Where mindfulness sits inside the wider wellness market.

Better health

Extends beyond medicine and supplements to include medical devices, tele-medicine and remote healthcare services, as well as personal health trackers.

Better fitness

Was steadily increasing over time before experiencing some upheaval over the past year, with many consumers struggling to maintain pre-COVID-19 fitness levels.

Better nutrition

Has always been a part of wellness, but now consumers want food to help them accomplish their wellness goals in addition to tasting good.

Better appearance

Primarily relates to wellness-oriented apparel and beauty products, but also includes service-oriented offerings like non-surgical aesthetic procedures.

Better sleep

Now goes beyond traditional sleep medication like melatonin, to app-enabled sleep trackers and other sleep-enhancing products.

Better mindfulness

Has gained mainstream consumer acceptance relatively recently, with meditation-focused apps and meditation-oriented offerings.

Problem

Rapidly increasing stress levels due to modern life conditions, and a rising prevalence of mental health disorders, correlated with 8 out of the 10 top causes of death according to the WHO report.

The COVID-19 pandemic led to a 27.6% increase in cases of major depressive disorder and a 25.6% increase in cases of anxiety disorders worldwide in 2020.

Approximately 280 million people worldwide have depression, and more than 75% of people in low- and middle-income countries receive no treatment due to the high costs.

Solution

We offer new habit recommendations that focus on enhancing an individual's well-being by prioritising their interaction with the environment and their acceptance as a social being, across a range of types and categories. These habits are small and actionable, covering areas such as cooperation, kindness, social connections and relationships.

Competitor analysis

Feature coverage against the apps Mindary would sit next to on the store.

	Meditopia	Headspace	Calm	Happify	Sanvello	Mindary
Mood tracking
Progress tracking
Guided meditation
Wisdoms / quotes
Sound library
Note taking
Turkish content
Science cards

Feature comparison as of the 2024 research phase.

Personas · Targeted audience

Selin

32 · Marketing specialist · Istanbul

Education: University graduate
Lifestyle: Busy urban life, hectic work schedule
Mindfulness: Moderate

Goals

Reduce stress and achieve greater inner peace
Adopt a healthier lifestyle
Feel better and achieve mental balance

Usage scenario

Uses the app several times a week, after work or at weekends, to practise yoga and meditation. Leans on the video library to build resilience against stress and find some quiet. Daily tasks keep her lifestyle disciplined and mindful.

Emir

21 · Full-time undergraduate student

Education: University student
Lifestyle: Packed with classes, exams and assignments
Mindfulness: Beginner

Goals

Improve learning and concentration
Manage stress and achieve mental balance
Adopt healthy lifestyle habits

Usage scenario

Turns to the app mainly to reduce stress and stay balanced during a heavy term. Follows breathing exercises and meditation content regularly, and uses daily tasks to build a more mindful routine that supports academic focus.