HealthifyMe -

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Suggestions to increase conversion rate on HealthifyME -Karthick C Background HealthifyMe is a digital health and wellness platform that provides services such as calorie tracking, personalized nutrition, fitness tracking, coaching and helps users to achieve their fitness goals. HealthifyMe charges its users through subscription-based plans. Problem Out of all the users who download the HealthifyMe app, very few purchase paid plans.The idea is to improve the conversion rate of users on HealthifyMe. Let’s understand the kind of users downloading the app Category 1 - Checking-it-out kind of users These are users who have no purchase intent. They would have come across an ad or heard about the app through their social/professional circle. Generally curious users who’d want to learn more about the app. Assumption - The conversion rates are really low here, it is difficult to get these customers to convert as they have no purchase intent. Category 2 - Undecided users These are users with mild purchase intent. Fitness is a mild concern and it is always in their mind to get fit. Exploring different fitness methods, actively reading about fitness. They might be undecided as to when to start working out and eat healthy. Assumption - The conversion rate is low here, but these users can be convinced to take up the plans. Category 3 - Serious Users These are users with high purchase intent. Getting fit is a priority and they are actively looking to lose weight/build muscles. Assumption - Conversion Rates are high in this segment, users purchase the plan as their core needs are already met with the existing features. Let us prioritize the Category 2 users and solve for them, the primary reason being, there is a huge conversion opportunity in this category and by solving for them we will also be adding more value to category 3 users. Hypothesis User conversions are low because the user wants to access more features in the non-paid plan and see more value in opting for a paid plan. We can formulate other possible hypothesis but for the sake of this case study, let us test this hypothesis and validate the solutions. User Journey To start with let’s track a typical user’s journey on the app. Fig 1.1 - Customer Journey Map User Personas Let us consider these user personas who are non-paid users of HealthifyMe Anuj, Working Professional Background Painpoints Goals Age: 34 Finds cooking healthy Needs help with finding meals difficult. recipes for recommended Works as a software meals. engineer Very few recipes for one. Needs help with cooking Lifestyle: Sedentary recipes for one. BMI: 24.1 (Overweight) Been dieting on and off Single Cooking Experience: Nil Swapna, Musician Background Painpoints Goals Age: 28 Finds planning to cook Needs help to plan and healthy difficult. purchase groceries for diets Works as a Music producer efficiently. Lifestyle: Sedentary Not entirely sure about groceries to buy BMI: 25.0 (Overweight) Been on successful diets Sometimes lazy to cook Single Finds features inadequate Cooking Experience: Beginner To sum up the painpoints - Difficulty in cooking healthy meals, No recipes while cooking for one, Difficulty in grocery planning, Laziness (Effort to cook), Inadequate features. Based on the pain points, there are 5 features to overcome these. 1. Recipe for one 2. Get me a meal 3. Make my basket 4. Cook me a meal 5. Conversational Chatbot Recipe-for-one The recipe-for-one feature will give cooking instructions to perfectly cook a meal for one. Currently, HealthifyMe recipe’s serving range varies from 2-6 people making it highly generic and making it a logistical nightmare for beginners leading to a lot of wastage. Given the nature of the menu is highly individualistic and is drilled down to the number of calories you consume, it is imperative that you exactly cook what you are supposed to consume. There are not many recipe manuals available on the internet that is intended to be cooked for 1 person. Also, Drilling down the recipes to single units will facilitate future feature updates of scaling up recipes depending upon the number of servings needed. Get-me-a-meal Get-me-a-meal is a feature that can be used whenever the user feels lazy to cook. This works by looking for a healthy replacement within the prescribed caloric limit of a meal from apps like swiggy, zomato. The user can then order the item from the respective service provider. Cook me a meal This is feature is used when the user runs out of certain groceries required to prepare a particular meal. In such cases, the user can input the available groceries and the feature will suggest a near calorie replacement meal that can be cooked with the available resources. Make-my-Basket The make-my-basket feature is intended to simplify purchasing groceries to prepare healthy meals. This feature consolidates the list of groceries required for a user given time frame i.e.., Bi-Weekly, Weekly, Monthly. The user will know the list of items to be purchased to keep their inventory ready for the forthcoming days. Alternatively by tie-ups with vendors like big basket will ensure that the recipe groceries are delivered at the doorstep before the start of the week/month. Conversational Chatbot The current conversational capabilities of Ria (Chatbot) are unidirectional. They do not answer dynamic queries. We can add additional modules to make it a fun to converse bot. Queries like “How much should I workout to eat a gulab jamun” and the bot can reply saying “You have to run 1 km to eat two gulab jamuns”. Certain existing features can also be extended to be accessed through Ria. For example “Hey Ria, tell me what to buy to cook for the next week” and you get the list in the chatbot. It can also help you to place orders at your preferred marketplace. Prioritizing top 3 Features To ensure bias-free prioritization of ideas, I utilized the RICE framework for prioritization with some educated assumptions in place. Formula - (R+I+C)/E Feature Reach Impact Confidence Effort Score Recipe for one 5 5 4 3 33.3 Make my basket 5 5 5 4 31.2 Get me a meal 4 5 5 4 33.3 Cook me a meal 2 4 4 3 10.6 Conversational Bot 3 4 3 5 7.2 Detailed Breakdown of Prioritized Features Recipe for one Goal - As a user, I want to view a recipe to be cooked for one person. Actions - Step 1- Inside Meal tracker, Press My Diet Plan. Step 2- Inside My Diet Plan, Press the food you want the recipe for. Step 3- In the Orange dropbox, Press Recipe. Step 4- On the recipe page, Press the recipe for one toggle button to enable. Flow Check the mocks here ! Requirements - Tagging various parameters in cooking database of recipes. - Algorithm to convert normal recipes to recipes for one. - Caching frequently looked up recipes for faster access. Metrics to track 1) Discoverability - % of users who have clicked recipe for one atleast once. 2) # of times user clicks recipe-for-one toggle vs # of times user visits the recipe page. 3) Amount of time spent in the recipe page. 4) % increase/decrease in the usage of recipe-for-one. 5) User Segmentation - Recipe-for-one usage based on age, gender. Get me a meal Description - As a user, I want to place an order for a particular meal on Swiggy/Zomato. Actions - Step 1- Inside Meal tracker, Press the banner. Or Step 1- Inside Meal tracker, Press My diet Plan. Step 2- Inside My Diet Plan, Press order meal. Step 3- Inside the vendor’s app, select and place the order. Flow Check the mocks here ! Requirements - Access to swiggy/zomato API’s. - Database of replaceable meals for a calorie requirement that are easily available. depending on the locality. Metrics to track 1) % of users who have clicked order meal button atleast once. 2) # of times user ends up ordering vs # of times the user visits their diet plan. 3) Avg order size. 4) Avg # of orders/user daily. 5) % increase/decrease in the number of orders. Opportunities 1) New monetization model with the vendors can be explored. Make my basket Goal - As a user, I want to be able to view the list of groceries that are needed to be purchased for a specific time period. Actions - Step 1- Inside Meal tracker, Press My Diet Plan. Step 2- Inside My Diet Plan, Press Get groceries floating banner. Or Step 2- Press the cart icon on the top. Step 3- Select the time frame, number of people. Step 4- View the groceries and place an order if required. Flow Check the mocks here ! Requirements 1) Algorithm to consolidate the ingredients required over a week/month and consolidate them into shopping lists. 2) Tie-up with vendors like BigBasket, JioMart, Amazon Pantry. 3) Access to vendor APIs. Metrics to track 1) % of users who have used the feature atleast once. 2) % of users who use the feature in regular cycles. 3) % increase/decrease in feature usage. 4) Avg order size/customer. 5) Task completion rates. 6) CSAT. Opportunities 1) A new monetization channel can be explored with the vendors. 2) Automated recurring delivery of groceries to door step without user intervention. In the current non-paid plan, users do not have access to the diet planner which gives you a detailed diet time table of different foods to consume over a period of time to achieve the required caloric intake. The workout planner is also inaccessible. These are the two USP’s of healthify me that defines the app. The app will have nothing except for the trackers. We can give the users a limited access to these features so that they know what they are signing up for, without which it might be possible that they are not able to view the breadth of features available. The features and its flow are illustrated assuming that the user is able to access the diet planner in the non paid plan. However, the above mentioned features can be made to work without the diet planner except for make-my-basket feature which can be pitched as a “Save huge on grocery purchases” by opting for a paid plan. North Star Metric & Success Our North Star Metric will be % increase in the conversion rate as it directly depends on the value that the new suggested features bring. Apart from DAU, we should also keep track of D3, D7, D14 retention metrics. Reports suggest that apps lose over 77% of DAUs in the first 3 days. The above mentioned ideas will have a positive impact on engagement and retention thereby slowly pushing the user towards purchasing the paid plans.