Personalized Wellness at Hatch:

Research, Strategy, and Feature Concept

This case study looks at one of the most talked-about products in sleep and wellness: Hatch.

As more people look for personalized ways to improve sleep and build better habits, Hatch has been featured in The New York Times, Forbes, and TechCrunch for its approach to routines, behavioral science, and habit-building.

Why Hatch?

I love what Hatch is building! Helping people wind down, sleep better, and feel more in control of their routines. But like a lot of wellness products, staying engaged over time is the real challenge. My approach focuses on how Hatch can use personalization early on to meet people where they are, help them build routines that stick, and create a natural path into Hatch+.

User & Market Research

Who we're building for

  • Adults 25-45 juggling work, life, stress, and sleep issues

  • Busy professionals trying to create better routines

  • Parents looking for simple ways to wind down

  • College students, retirees, and anyone looking for better sleep who don’t need clinical care

What we want to learn

  • What does your current nighttime routine look like?

  • Where do you struggle with sleep or winding down?

  • What apps or workarounds are you using now?

  • What would success feel like? Is it better sleep, more energy, lower stress?

  • How much guidance vs. flexibility feels helpful?

How we’d approach it

  • 1:1 user interviews (20-30 people)

  • Broader survey (300-500 responses) to validate themes

  • Diary studies to track routines over 2 weeks

  • Usability tests on onboarding, personalization, and routine setup flows

Industry trends

  • Demand for sleep and wellness apps keeps growing

  • Employers are offering wellness tools as benefits

  • Personalization and AI are quickly becoming expectations for users

  • The market is crowded, but most products still struggle to deliver true, personalized routines that stick

Competitive landscape

Direct

  • Calm

  • Headspace

  • Breethe

  • Aura

Indirect

  • Apple Health

  • Fitbit Premium

  • Oura