29k.org is the world’s first non-profit platform that enables personal growth for everyone.

Our role:

Research lead (Mayra; 2017)

29k image.jpg


Create a free platform for personal growth that enables 5 million people to more meaningful lives.


Science, technology and human connection combined can allow people to grow without a live facilitator/psychologist needed.


A fully automated 8 week course on Self Compassion with Instagram influencer @yogagirl is live now.


What have we learned?

  1. The five most important skills for the 21st century.

    29k started with nothing more than a vision to impact 5 million people’s lives in 5 years, and in turn change the course of humanity. Casually. We worked together with investors to define a clear scope of what to impact and why, and used the Mindfulness models of dr. Ellen Langer (Harvard University) to define the 5 most critical skills for the 21st century: compassion, curiousity, perspective taking, self determination and sense making. This provided a clear vision to start designing interventions.

  2. How to combine science with technology.

    We believe that as designers we must stand on the shoulders of giants and turn to science when designing transformative experiences. We deep-dove into academic literature on self-compassion, and edited evidence-based self compassion exercises to be attractive and easy-to-do for a wide public. We discovered that using video and a responsive app worked extremely well to convey the brilliant ideas dr. Kristin Neff came up with.

  3. Personal growth only happens when people are connected.

    Personal growth through an app? Not really.

    When you share, you grow. Achieving personal growth is in fact not an entirely individual process. The reason why the 29k programs work is because you will be sharing your experience with other people. This process makes you help others, as much as they help you.

    To make this sharing work, we conducted rapid experiments to test whether we could help people grow without needing a live psychologist or facilitator. We started with semi-facilitated online webinars, and learnt how to dial down the facilitation needed all the way until we could automate the whole course. That’s was a tough challenge and it took a good amount of iterations to learn how to create that safe space to share, and how motivate people to carve out time during their busy to day to devote to personal growth. But we made it work, and now it’s live.

Want to hear more about this project?

Send an email to hi@ink.team


Want to hear more about this project?

Send an email to: hi@ink.team