Caroline Bivens
caroline bivens (design strategist)
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The meditation guide for new moms.

Future Lions competition | Innovation


The ask:

Connect an audience of your choosing to a
product or service from a global brand in a way
that wasn't possible three years ago.



In the US, 1 in 5 new moms suffer from postpartum depression.

There is often a stigma associated with postpartum depression. New moms are expected to be excited and happy with their new baby, but women with postpartum depression often feel sad and hopeless. When these new moms don’t meet societal expectations, they are often left feeling guilty or ashamed of their symptoms.

Without treatment, postpartum depression can last for months or even years. In addition to affecting the mother’s health, it can interfere with her ability to care for her baby.


Current Landscape:

Treatment options include seeing psychiatrists or prescription medications.

Pain points:

Inconvenient: Most treatments require moms to leave the house, which is difficult with a newborn in tow

Medication vs. Breastfeeding: While some antidepressants are said to have no effect on breast milk, many new moms feel like they have to choose between breastfeeding and taking medication to treat their depression.

Stigma: While the condition is common, those with postpartum remain an under-reached and misunderstood group.



Studies have shown that meditation is an effective way to improve symptoms of postpartum depression.

We saw an opportunity to help new moms suffering with postpartum by connecting them with the Headspace app in a new way.

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Our Concept:

Create a meditation guide for new moms using Headspace + AI technology.


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Maia is a new AI functionality that lives within the Headspace app.


Maia asks questions, and uses sentiment analysis to analyze voice and tone. Maia records this information under the mom’s profile, and uses this information to track her progress.

Based on her answers, Maia can suggest meditation exercises that address her specific needs. Moms also have the option to export their profile metrics for their clinician to review.


Tone + Branding:

Give Hope, Normalize Symptoms.

We designed Maia to normalize symptoms and offer hope. Maia offers words of encouragement that help give context to postpartum symptoms.

For example, if a mom is feeling discouraged, Maia will say: “It’s okay to not be perfect. Many new moms feel this way, but it gets better.”


Why it works:

Proven effective: Studies have shown that meditation is an effective treatment option for women with postpartum.

Convenient, non-medicinal option: Since Maia lives within the Headspace app, she provides a convenient and cost effective option for managing postpartum symptoms.

De-stigmatize: Maia gives new moms someone to talk to, while also normalizing symptoms and giving hope.


Our Submission to the Future Lions Competition:



Kelsey Cowan: XD

Caroline Bivens: CBM