UX Design • Growth Strategy
Dependent sharing
I facilitated facilitated cross-functional workshops to design and launch Amazon’s dependent sharing experience in Headspace. I created both the post-activation employee experience and a permanent entry point in the Profile tab, ensuring members could easily access and manage dependent sharing over time.
Context
Headspace partnered with Amazon to provide mental health benefits to employees and their eligible dependents. Dependent activation relied on external communication and manual enrollment processes, limiting awareness and adoption among eligible family members.
Problem
The enrollment experience successfully activated Amazon employees but stopped short of capturing the full value of the partnership. Many eligible dependents never discovered or enrolled in the benefit, creating a gap between benefit eligibility and actual utilization. Headspace lacked a scalable mechanism for employees to easily extend access to their family members, resulting in missed growth opportunities and lower household adoption.
Solution
I designed a post-enrollment growth experience that enabled employees to invite eligible dependents directly from within the activation flow. By introducing a simple invitation mechanism, employees became advocates for the benefit, creating a new acquisition channel that expanded membership beyond the primary subscriber. The experience reduced friction for dependent enrollment, increased awareness of available benefits, and drove household adoption across the Amazon partnership. We also added an entry point in the profile tab enabling long-term access to dependent sharing functionality.
Impact
Since launching this feature, we've seen strong member engagement with the data-sharing experience. 19.7% of users who encounter the prompt proceed to enable data sharing, resulting in an end-to-end conversion rate of 14.5% from exposure to completed enrollment and data-sharing activation.
꩜ More to come… ꩜