Planning: The ASO Audit Phase The Phiture team kicked things off by delivering a bespoke ASO Audit and Report of Headspace’s position in the market, identifying key opportunities to increase discoverability and conversion in the Google Play and Apple App Stores. They carried out extensive keyword research, compiling 1000+ relevant search terms and filtering for importance using their own in-house algorithm, and created a variety of visual creative assets and metadata text updates. The Localization Team played a key role here, highlighting subtle cultural nuances across different English-speaking markets that, if leveraged properly, would lead to an uptick in conversion.  Execution: The Managed ASO Phase The audit findings laid the foundation for Phiture to launch a series of experiments over the following 6 months using their systematic frameworks. Continual keyword optimization was carried out to include new keywords, and the professional translation and localization services provided gave Headspace an edge over their competitors in niche markets. Phiture were consistently transparent and methodical in their approach and explained the processes behind their iterative experimentation at every juncture, shedding light on wins, losses, and learnings.  The partnership was seamless from beginning to end, with Phiture acting as a complementary extension of Headspace’s growth team. The team were given unique access to Phiture’s internal tools and in-depth data analysis, and key metrics were shared week on week.