Noom Health is a mobile health platform, making crucial and healthy lifestyle changes
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Project Overview
Goal
The project's primary objective was to leverage a Behavioral Design approach to address recurring issues, specifically targeting the underperforming onboarding and activation rate within the Noom Health platform.
Challenge
The Noom Team experienced an issue that baseline onboarding and activation rate was underperforming, so they decided to apply Behavior Design to resolve it.
Deliverables
- Behavior Engine Design
- Presentation
- List of prioritized recommendations
The Impact
The Outcome
Introduction
About
Noom Health is a mobile health platform delivered through insurance providers, with a focus on assisting at-risk patients in making crucial and healthy lifestyle changes.
Services
Noom Health is a mobile health platform delivered through insurance providers, with a focus on assisting at-risk patients in making crucial and healthy lifestyle changes.
Process
Our Approach
We outlined the following key steps for the whole project:
We began by analyzing the existing user flow, paying particular attention to behavioral sequencing.
We identified and assessed the gap between the target behaviors and the behaviors currently exhibited within the platform.
We compiled a comprehensive presentation that included a prioritized list of recommendations based on our analysis.
We presented the outcomes and recommendations to the Noom Health Team for further discussion and implementation planning.
We began by analyzing the existing user flow, paying particular attention to behavioral sequencing.
We identified and assessed the gap between the target behaviors and the behaviors currently exhibited within the platform.
We compiled a comprehensive presentation that included a prioritized list of recommendations based on our analysis.
We presented the outcomes and recommendations to the Noom Health Team for further discussion and implementation planning.
The Outcome
- Behavior Prioritization: The project successfully prioritized key behaviors aligned with Noom's target behaviors, providing a clear path for improvement.
- Enhanced Onboarding and Activation: Implementation of the recommendations resulted in a noticeable enhancement of the onboarding and activation rates within the Noom Health platform.
- User Engagement Improvement: Users exhibited increased engagement with the platform, demonstrating improved retention and interaction.
- Positive Impact on Downloads: The Noom app experienced substantial growth in downloads.
The Outcome
- Behavior Prioritization: The project successfully prioritized key behaviors aligned with Noom's target behaviors, providing a clear path for improvement.
- Enhanced Onboarding and Activation: Implementation of the recommendations resulted in a noticeable enhancement of the onboarding and activation rates within the Noom Health platform.
- User Engagement Improvement: Users exhibited increased engagement with the platform, demonstrating improved retention and interaction.
- Positive Impact on Downloads: The Noom app experienced substantial growth in downloads.
Business impact
When we started the project with Noom, the app had over 30 mln downloads in the Google Store, Within a year after project completion, this number had increased to 38+ million downloads.
After two years, the total number of downloads reached 45 million, highlighting the substantial business impact.
Business impact
New downloads
When we started the project with Noom, the app had over 30 mln downloads in the Google Store, Within a year after project completion, this number had increased to 38+ million downloads.
After two years, the total number of downloads reached 45 million, highlighting the substantial business impact.
Quotes
“UserMindful team clearly has a lot of experience dissecting products and figuring out how to make certain behaviors stickier. ...
... The Behavior Design Breakdown they presented included a well thought out onboarding experience that I am certain will result in a significant improvement to our bottom line. Overall, I highly recommend working with UserMindful to tackle particularly difficult behavior problems in your product.”
The future:
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