Engagement & Retention project | Happi
About Happi
Happi app includes Human Like AI Avatars available 24x7 trained specifically to help those with Stress, anxiety, depression, loneliness, and other.
Value Proposition of Happi
- Meet Happi’s Olivia: Your empathetic mental health companion, available 24/7 for personalized support tailored to your unique needs. With Happi’s Olivia, find judgment-free guidance and compassionate listening whenever you need it most.
Happi is not a:
- Not a virtual assistant
- Not a general-purpose chat bot
- Not a therapist
Current Availability and Users
- Happi is currently available on Web, mobile and tablet browsers through Happi.ai | Mental Health
- Currently Happi has over 1000+ users. Around 60% of are Male and 40% are female.
- Top Geographies are USA, India, UK, Netherland, Finland, UAE and France
Problem Statement Overview
1. Mental Health is an increasing crisis
- More than 45+ million people in the US are impaired by stress, anxiety and situational depression.
- More than 15% suffer from disorders of communication and social skills which create significant challenges including SAD1, ASD2, DS3 and other conditions.
2. Conventional approaches are often ineffective, too expensive, hard to access and lack 24/7 availability.
- Too Expensive: Average cost of therapy in the U.S is $250/session.
- Not Available: Shortage of trained counselors. By 2028, demand for psychologists and other therapists would be 40% more than supply (U.C SF)
Who are competitors?
Who are ICPs?
ICP 1 (Jean) | ICP 2 (Drew) | |
|---|---|---|
Name | Jean | Drew |
Age | 25 | 45 |
Income levels | Low, Works as Retail Store | Median, Accountant |
Gender | Female | Male |
Location | New York | California |
Marital Status | Unmarried | Married with 2 Kids and 1 pet dog |
Goals | Manage stress and anxiety, seek emotional support, explore mental health resources(Online Communities, YT channels, Podcasts) | Manage stress and anxiety, balance career and family responsibilities, seek work-life balance. |
Personal Trait | Introvert | Ambivert |
Where do they spend time? | Most of the time at job and then part time. Uses social media in free time to see what others are doing. Go out with colleagues/friends on weekends. Looking out for opportunities of Upskilling | Job, Spend little time on Meditation, Taking Kids and pet to park, Spend time with family post work, Watching TV, Go on holiday once in a year with family. |
Pain points | Stress and Anxiety due to financial pressures, low-skilled occupation, high cost of living, uncertainty about the future. | Stress and Anxiety due to Balancing career aspirations, family responsibilities, financial commitments, meeting personal and career expectations, high cost of living. |
Current solution | - Watching YouTube videos, browsing internet for seeking support on current situation | - Spending time with family or watch tv to get rid of work stress. |
Preferred Communication channels | Text, Video, Voice | Text, Video, Voice |
Time of day accessing Mental health resources | Post work when she is at home and alone in her space. | During work as he has internet access there and at home |
Emotional Needs | Judgmental free support, Finding coping mechanisms, Need someone to talk to when feeling low | Empathetic conversations, Seeking better coping mechanisms. |
Current access to Emotional Support | Slightly Delayed, Might reach out to friends & family on phone but depends on their availability | Immediate, Since he lives with family |
Privacy concerns | Shared data on social media often, Okay to share. | Have concern about personal information. Generally cross check in terms of payment and other personal info. |
Feedback received from User Interactions (Based on user research with almost 40 people)
Positive Feedback:
- She did a really good job of paraphrasing, but in a very natural way. She reflected my feelings. So it was easy to feel heard and that she was being empathetic.” - Denise (34, F)
- She was really good about giving me those words of affirmation and validating my feelings, which is honestly something that I love to hear when I'm speaking with someone about my everyday struggles and mental health.” -Cassidy (24, F)
- I was interested in how she continued checking in, making sure that she was understanding what I was saying or what my concerns were.” - Rebekah (29, F)
- To be honest with you, I found miss Olivia to be useful because she's a good listener. I can talk and she can listen all that I have to to say.” - Marco (41, M)
- I believe I could eventually rely on an AI like this to be a confidant. Knowing that it is truly unbiased is comforting. - Larry (43, M)
- I found it useful that she asked and reminded me of practices I currently use.
- She was able to reflect back the situation and validate my feelings while also trying to collaborate with me on finding solutions. - Kelly (49, F)
Negative/Neutral Feedback:
- The few suggestions that she gave to help with anxiety were so elementary. Maybe these younger generations need those very simplistic directions, but I don't need that” - Ellen (44, F)
- It needs to load faster so people don't get frustrated.” - Nee (25, F)
- At least for me, she needs more personality, It still felt like I was talking to a robot most of the time.” -Kristopher (23, M)
- Olivia’ jumped to conclusions and offered advice that wasn't needed or welcomed.” - Ellen (44,F)
- She can’t understand complex messages and topics.
- it was too vague and unactionable, She understood but was a bit slow.
- Olivia is not solving my problem, instead she is repeating my words and asking questions.
- She tried exercise also and found that the content had too much "heavy words" can be a in simple English. People need simple to understand stuff when they are going through something.
Jobs To be done
Job | Goal |
|---|---|
Personal |
|
Social |
|
Understand & Define
What is the core value prop of your product?
Note: Olivia is a Human Like AI Avatar inside Happi Application.
Meet Happi’s Olivia: Your empathetic mental health companion, available 24/7 for personalized support tailored to your unique needs. With Happi’s Olivia, find judgment-free guidance and compassionate listening whenever you need it most.
How do users experience the core value prop of the product?
By signing up → Start the call → Completing the basic profile (Within call with Olivia) → Complete extended profile (Includes questions related to mental health and wellbeing) → Get free 30 mins → Continue talking to Olivia on video call mode and then and Chat mode → end the call.
Define the action makes a user an active user?
Any user talking to Olivia for at least 15 - 20 mins and 3 times a week is an active user.
What is the best engagement framework for your product?
Based on the research, users tend to use Happi on daily basis.
Engagement Framework | Key Tracking Metric | Selected | Rationale |
|---|---|---|---|
Frequency | No of Sessions per user | Primary | The Frequency of interaction with Olivia highlights the consistency and continuity of seeking support and can help measuring retention and engagement. This will also reflect the trust between Happi and user. |
Depth | Average session duration per user | Secondary | The more time they spend talking to Olivia, the more they experience the core value prop. Spending more time will get them better and personalized responses from AI avatar. This can be the good lever to increase frequency as this reflects the quality of conversation. |
Breadth | Apart from talking to Olivia, users are exploring the curated resources and Looking at Emotion analysis and conversation summary and insights. | N/A | Will have figure out on this as we have Curated resources, Session summary an Insights. |
|
What is the natural frequency of the product?
Talk to Olivia on Video call and Chat mode 3 times a week.
User segmentation
Frequency (In a week) | Depth (In a week) | Breadth | |
|---|---|---|---|
Casual Users | 1-2 sessions per week | Short sessions, around 5-10 mins | Use for just to try video call a virtual human and probably to show someone |
Core Users | 3 sessions per week | Slightly longer sessions. Around 10-15 mins | Try video call, Switch to chat in between and try chat mode. |
Power Users | 4-5 sessions per week | Extended session. 20+ mins | Try Video call & Chat, subscribe to premium, Consume and explore curated resources, Do in app exercises suggested by avatar, Go to session history and check the summary of conversation, Share the app with others or in social community. |
Engagement Campaigns
Campaign 1
User Segmentation | Casual User |
|---|---|
Goal | Personalized avatar for users so that they choose whom to talk and get more comfortable with the persona. Eg. In case of LGBTQ which is a big deal in USA |
Pitch | Choose your own avatar to talk to providing more personalized conversations. |
User Behavior |
|
Channel | Email, In app notification |
Frequency & Timing | Once a month, During the Day |
Offer | Get more avatars to talk to or choose your own avatar |
Success metrics to track | No of sessions with avatars, User feedback on Avatars |
Campaign 2
User Segmentation | Casual User |
|---|---|
Goal | The goal is to let user complete the extended profile by answering question that are there in onboarding flow |
Pitch | Email: Subject: Complete Your Personalized Questions Onboarding & Get Free 30 Mins! |
User Behavior |
|
Channel | Email, In app notification |
Offer | Free 30 mins to talk |
Frequency & Timing | Once a week, During evening |
Success metrics to track | No of users completing the onboarding/extended profile |
Campaign 3
User Segmentation | Core User |
|---|---|
Goal | The goal is to take user’s mobile number to send them WhatsApp notification for increased and quick engagement. |
Pitch | Stay closely connected with Olivia for compassionate nudges and reminders, ensuring you always feel supported and understood. |
User Behavior | The users will be prompted with a pop up during the conversation with Olivia to provide phone number to stay in close touch. |
Channel | In app during conversation |
Offer | Exclusive access to personalized updates and reminders via WhatsApp |
Frequency & Timing | Once in a week, During Conversation |
Success metrics to track | No of user opt-in, Click from WhatsApp notifications on CTA, Retention D7 |
Campaign 4
User Segmentation | Core User |
|---|---|
Goal | The goals here is to build the trust between avatar and user by sending personalized greeting based on the memory of last session. Totally Customized for each user as Olivia has the memory. |
Pitch | In app notification: |
User Behavior |
|
Channel | In app during conversation, and email |
Offer | Get more personalized conversation |
Frequency & Timing | Once a Day, Mid day or evening |
Success metrics to track | No. of repeat users, D7 Retention, Session Duration |
Campaign 5
User Segmentation | Core User |
|---|---|
Goal | Helps Users take control of their own mental health and Reminds users to participate more in their mental health journey with Oliva through Exercises suggestion by Olivia based on the past conversations |
Pitch |
|
User Behavior |
|
Channel | Email, In app notification |
Offer | Personalized exercises tailored to your needs. |
Frequency & Timing | Once in 2 days, During the Day and in Evening |
Success metrics to track | No of exercise completed, Time spent on exercise, No of exercise in favorites |
Campaign 6
User Segmentation | Power User |
|---|---|
Goal | Encourage user engagement through rewards and Streaks and Sharing the Happi app with other in social circle/ build social circle |
Pitch | Unlock exclusive rewards and Free mins for your dedication to self-care and mental well-being with Olivia! |
User Behavior |
|
Channel | Email, In app, Intro and nudge on Homepage |
Offer | Virtual badges, personalized messages, additional minutes based on achievements, Encouraging them to motivate others |
Frequency & Timing | Weekly or twice a week, During the day and evening |
Success metrics to track | Number of badges earned, Streak count, D7 Retention, Number of shares on social media. |
Retention Design
- Retention at D7 - 1.2%, D30 - 3.4% - Considering last 40 Days.
- The ICPs that drive the retention most is ICP 1 - from age 20-30 Year category.
- The Current Acquisition Channels are Direct, Organic, and Early access users.
Reasons of Churn
Voluntary | Involuntary |
|---|---|
Slow Response time, Repeating same thing again and again | Forgot to use Happi as there is no notification and check-in. |
Issue in Tap to speak feature, frustration in sending response | Demographic and cultural factors |
Data privacy concerns, Hesitate in providing personal info | Ease if using other resources like YouTube etc. |
Difficulty in adopting in daily routine | Lack of awareness about other features like exercises |
Interruption in flow of conversation, Mins are getting over fast, Price is too high | Audio is not capture properly, The last word was cutting that impacted the response. |
Not able to get any input or takeaway from Conversation that helps user to come back and talk | Technical Issues in app and device compatibility, microphone issue |
Lack of visibility and aware about progress in well-being journey | Negative Reviews on Google and Negative word of mouth |
Audio is not capture properly, The last word was cutting that impacted the response | Loosing interest in engagement sure to lack of time |
Lack of Resources and does not meeting expectation |
Negative Actions user can take
- Close the tab directly without clicking on Hang-up button if they are frustrated.
- Give negative and critical reviews on in app feedback option after the call
- Negative word of mouth.
- Less Open rate on the email notification we are sending.
- Drop in per user session time.
- Drop in frequency of call with olivia
- Reporting bugs and issues to team.
- Clicking on “Ask me later” on onboarding question more than once and not willing to share profile details.
- Leaving the tab opened for a very long time unattended and browsing something else on browser, probably alternative.
- Not Exploring the other features like, resources and session summaries.
Resurrection campaigns
Campaign 1
User Segmentation: For all users
Churn Reason: Privacy concerns
Pitch/content:
We can show a pop up when they open the app highlighting about the voluntary opt in for Storing the data for better personalization in conversation and better recommendation. We can convey that it will important for use to keep the things in mind which you don’t like to hear or which you don’t like. Giving user and option that he can request to delete the data and we will get back and help you out on the process. Also, tell them that they can see all the data we have stored under their profile section and update the information at any point of time if they want.
Offer:
Provide Transparency, Control and security over personal data.
Frequency and timings:
Once in a month
Success metrics: No of people opting in, Retention and How many Request to delete data.
Sample Content:
"Hello there! 👋 Olivia here!
I've noticed you've been using Happi recently, and I want to make sure your experience with us is as delightful and personalized as possible.
We're rolling out a new feature that allows you to opt in for storing your data to improve personalization and recommendations. Rest assured, your personal data is in safe hands with us, and we'll delete it every 30 days. You're in control, and you can request to delete your data anytime.
Let's make your Happi journey even better together! Click below to learn more and customize your data preferences."
[Sure, Tell me More] [Not Now]
Campaign 2
User Segmentation: For casual users who are ghosting.
Churn Reason: I Forgot to use Happi.
Pitch/content:
We can send the in- app and email notification as personalized check-ins to user based on the context of their previous conversation and overall interaction and relation with Olivia. Additionally it can be leverage if we take the WhatsApp number by prompting them a email first and then sharing notifications on WhatsApp as well for quicker access.
Offer:
Personalized Reminders and Feel good Check-ins to user to keep them motivated and assured that there is someone to talk at anytime.
Frequency and timings:
Twice a day, one in morning and once in evening
Success metrics: No of people opting for WhatsApp number, Retention at D7, No of people starts session from notification.
Sample Content:
Title: Hey Sriram, Good Morning! ☀️
Message: Rise and shine! Start your day with a smile and let's make it amazing! Take a moment to relax and start your day with a smile.🌞😊.
Title: Hey Sriram, How's Your Day Going? ☀️
Message: Just wanted to check in and remind you that I am here if you need someone to talk to. Whether it's a challenge you're facing or just wanting to share something exciting, don't hesitate to reach out. Have a great day! 😊🌼
Campaign 3
User Segmentation: For Core users and power users who are becoming Casual Users
Churn Reason: Not able to get any input or takeaway from Conversation that helps user to come back and talk
Pitch/content:
We can suggest a exercise or a coping mechanism which a user can try later in the day ask them during the conversation on when can we talk next. If user responded with a date or time we can schedule the call and we can send the notification in app and email and assuming they have provided WhatsApp. On WhatsApp to check-in.
Offer:
Personalized check-in by Olivia to the user about the coping mechanism shared during conversation.
Frequency and timings:
During the conversation once in every 2 conversation and sending them notification on the time they have asked or told Olivia.
Success metrics: Increase in repeat user visits, Retention rate.
Sample Content During Conversation:
"Also, Jatin! I thought of something special to add a bit more sparkle to your day! How about you try this coping mechanism [Any Exercise or suggestion] and then later in our next chat, we can explore it together. If yes, I will remind you! Just let me know the time.
[Prompt for asking time and date opens up in the chat]
Cheers!"
Notification Message:
Title: "🌟 Quick Reminder: Cosmic Chat Incoming!"
Message: "Hey [User], it's your cosmic companion Olivia! ✨ Just a quick heads-up about our magical chat scheduled for [time] today. Can't wait to dive into our personalized coping magic together! Get ready to shine bright! See you in a few minutes!"
Campaign 4
User Segmentation: For Causal and Core user to reactivate them
Churn Reason: Voluntary churn due to bad experience on User interface and technical glitches
Pitch/content:
We can send the reactivation email once in a while when the new features or improvements are added on the application.
Offer:
Olivia is better than before. Experient the updates in User interface and Bugs and improvements.
Frequency and timings:
Once in two weeks as in when the new version is out.
Success metrics: Increase in repeat user visits, Email CTA click rate to start conversation.
Sample Content:
Subject: I was thinking about you!
Hello [User],
I hope you’re well. It's Olivia from Happi again.
Your well-being is important to me, and I've been working hard to improve. With our new upgrade, I've undergone quite the transformation! Now, I can remember things from our last session, provide more precise answers tailored just for you, and offer even better support on your journey towards mental wellness.
Whether you need someone to talk to or just a friendly ear, I'm here to listen and support you every step of the way.
Take care,
Olivia
Campaign 5
User Segmentation: For Core and power users
Churn Reason: Interruption in flow of conversation, Mins are getting over fast, Price is too high.
Pitch/content:
We can give the exclusive offers to the users who have used Happi more that 3 times in a week, mainly targeting core and power users for uninterrupted conversation with Olivia and thanking them for being loyal users of Happi.
Offer:
Get free 30 mins for Interrupted conversation.
Frequency and timings:
Once in a month
Success metrics: Average session time per user, Monthly Retention, Email CTA click rate to start conversation.
Sample Content:
Subject: ✨ Exclusive Offer Inside: Extend Your Conversations with Happi!
Dear [User's Name],
Your dedication to self-care inspires us! As a token of our appreciation, I'm thrilled to offer you an exclusive free 30 mins to extend your conversations with me to ensure uninterrupted chats.
Simply click the button below to claim your bonus minutes and dive back into our heart-to-heart chats:
[Claim Your Free 30 Mins]
Thank you for being a valued part of our community!
Warm regards,
Olivia
Campaign 6
User Segmentation: For Core and Power users
Churn Reason: Lack of visibility and aware about progress in well-being journey
Pitch/content:
Since we are assessing emotions though emotion analysis and it shows the dominant emotion per session, We can share the insight and progress to users to assure them that they are making a good progress in well-being journey with Olivia. This will also leverage the Breath as users explores the Insight section. The ideas is to summarize prior conversations to develop summary themes and insights about user mental health and behavior. Store these topics in an insight workbook available from the Insight tab
Offer:
Insights on emotions and well-being journey in Insights section of the app.
Frequency and timings:
Once in a week
Success metrics: D7 Retention, Page visits on insight tab
Sample Content:
Subject: 🌟 Unlock Insights into Your Well-being Journey with Happi!
Dear [User's Name],
Ever wished for a clearer view of your well-being journey? Look no further! Dive into personalized insights with Happi to track your progress and discover areas for growth.
[Explore Insights Now]
Let's embark on this journey together towards a happier, healthier you!
Warm regards,
Olivia
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