Yj Cho

Consultant @Headspace

Berkeley, CA, US

Conducted primary research on Headspace adoption among Gen Z university students through surveys, focus groups, and interviews to identify key drivers of trust, activation, and retentionAnalyzed end-to-end student user journey (awareness → adoption → engagement) to diagnose friction points and develop data-driven recommendations for improving onboarding and long-term habit formationDeveloped behavioral segmentation and persona frameworks to inform targeted messaging, positioning, and engagement strategies across diverse student wellness needsDesigned campus-specific go-to-market and activation strategies, including ambassador programs, event concepts, and student organization partnerships to drive scalable adoptionEvaluated competitive positioning within university wellness ecosystems and created tailored messaging frameworks for students, administrators, and campus stakeholdersConducted institutional analysis of funding pathways (e.g, student fees, campus budgets) to assess feasibility of campus-wide licensing and expanded student accessSynthesized research and strategic insights into actionable deliverables, including midterm and final presentations, a university adoption playbook, and a scalable growth strategy for multi-campus expansion

University of California, Berkeley

Bachelor of Science, Applied Mathematics