E&R project | HeathifyMe

📄

E&R project | HeathifyMe

Understand Your Product

What is HealthifyMe?

HealthifyMe is an Indian health and wellness platform provides services like nutrition tracking, personalized coaching, and fitness guidance to help its users achieve their health goals. It offers features like calorie tracking, diet plans, workout routines, and access to nutritionists and fitness coaches through a mobile app. Currently it has over 35M+ users and competes aggressively in India’s growing health tech space.

The company was founded in 2012 by:

Tushar Vashisht (CEO) – Former investment analyst at Morgan Stanley and product manager at the Unique Identification Authority of India (UIDAI).
Sachin Shenoy (Ex-CTO) – Previously worked at Yahoo! and Microsoft; left HealthifyMe in 2018.
Mathew Cherian (Co-founder) – Ex-McKinsey consultant; exited early in 2014.

The company is now led by Tushar Vashisht, with Vishal Gondal having joined as a board member.

Some of the other players in this space are :

MyFitnessPal : Global leader in calorie tracking
Cult.Fit (formerly Cure.Fit) : Another homegrown brand with fitness + nutrition services
Noom : Behavioral change-focused weight loss app
Local dietitian apps & traditional wellness clinics

If you are still curious about how HealthifyMe came into being, here is a story you might enjoy reading ---> Click

What is the CVP of HealthifyMe?

The core value proposition of HealthifyMe is enabling the users to be their healthier fitter selves by giving them tools to understand the quality of their meals, provide workout recommendations and personalized health and fitness solutions.

Here’s how it delivers value to users:

📊 Meal Tracking and Insights: Tracking meals, calories, macros, sleep, steps, workouts, water among other things

✨ Hyper-personalization : Tailored meal and workout plans based on user preferences, health conditions and goals

🤖 Coaching and Support : AI chatbot (Ria) for instant answers + human experts for deeper support

🔗 Smart Integrations : Sync wearables like apple watch or fitbit, among others, for a unified tracking experience

How do users repeatedly experience the core value proposition of HealthifyMe?

Core Value proposition	Description	How Core Value Prop is Experienced	Features that help in experiencing this CVP
Meal Tracking and Insights	Tracking meals, calories, macros, sleep, steps, workouts, water intake among other things	Users can log their meals in the app with the exact portion size and the app let's the user know calories in the meal and the associated macronutrients. In addition to this the app highlights the components of their meal that are adding both positively and negatively	Calorie tracking , macros tracking, vast Indian food catalog, sleep tracking, water intake etc.
Hyper-personalization	Tailored meal and workout plans based on user preferences, health conditions and goals	Users can opt for paid plans that have dedicated nutritionists and coaches who work closely with the user to curate a meal and workout plan based on user's goals and health conditions, if any. This gives a new-to-fitness user relevant information and tools to kickstart their journey.	Paid plans, calorie counting, premium options like maro tracking,
Coaching and Support	AI chatbot (Ria) for instant answers + human experts for deeper support	The value can be instantly experienced by speaking to AI chattbot (Ria) with any question that a user may have or by signing up for perosnalised coaching. My working with a coach a user is able to get into a disciplined routine and stay accountable. Due to this the results show quicker and the value of the app is delivered well.	AI chatbot, paid plans, coaches
Smart Integrations	Sync wearables like apple watch or fitbit, among others, for a unified tracking experience	A quick sync between the app and user's smart device allows a user to transport data like workouts, steps, sleep etc. and experience a holistic fitness journey on the app.	Sync your device feature

What is the natural frequency of HealthifyMe?

Based on primary and secondary research done with users we can categorise users as per the below frequency:

⚡Casual : These users will log info in the app 3-4 times per week , using the app only for meal tracking. Their usage will be sporadic usage, often around specific low intensity goals like weight maintenance. Casual users will only use the free features with extremely low likelihood of buying paid features.

🏋️ Core : These users will use the app daily for logging their meals and water intake. Their main goal is to track their calorie intake and macronutrients with a focus usually on weight loss or fixing a health condition. They engage with reminders and notifications and are more likely to use premium features.

🚀 Power : Power users will use the app multiple times a day to log as many inputs as possible, including but not limited to meals, water, workout, steps, sleep etc. They will have a smart device integrated with the app for deeper insights and will often take part in challenges and community features. In more cases than not, they would have bought a subscription plan.

Feature natural frequency map

Based on the features available, I have mapped out the frequency and engagement with each feature for Casual, Core and Power user 😀

Sub products	Feature Type	Feature Logging Type	Description	Casual User Frequency	Core User Frequency	Power User Frequency
Calorie Tracking 🔥	Free	Meals are logged manually. Associated calories are auto generated.	Log and monitor daily calorie intake to maintain or achieve weight goals.	3-4 times a week with the possibility of some meals in a day getting missed for tracking	5-6 days/week with all meals being tracked	7 days a week with all meals being tracked
Macro Tracking 📊	Paid	Meals are logged manually. Associated macros are auto generated. This is a paid feature.	Track fibre, carbs, proteins, and fats for balanced nutrition.	Not engaged	Some users may have paid for this feature and if so, macros will be tracked daily	The user has paid for this feature and tracks it 7 days a week
Hydration/ Water Consumption 💧	Free	Manual	Record water intake and get reminders to stay hydrated.	Not engaged	4-5 times/week. May not update this all days they update meals for	7 days a week
Workout Tracking 🏋️	Free	Manual	Log exercises, track progress, and follow guided workouts.	Not engaged	4-5 times/week	7 days a week
Sleep Tracking 😴	Free	Manual	Monitor sleep duration and quality for better recovery.	Not engaged	Not engaged	7 days a week
Step Count 👣	Free	Auto if a wearable is synced. Manual, if not.	Sync with devices to track daily steps and activity levels.	Not engaged	40% of the users will be using this feature for 4-5 times/week	7 days a week
Medicine Tracker 💊	Free	Manual	Set reminders to take medications or supplements on time.	Not engaged	Not engaged	Daily for supplements
SNAP - AI powered picture to calorie tracker 📸	Free	The picture is uploaded manually. The AI auto detects the nutrients and associated calories.	Snap a photo of your meal to estimate calories and macros.	Not engaged	Not engaged	May not use since they may track meals manually. This feature will be in use for 10% of power users.
Meal Recipes 🍛	Paid	NA	Access healthy, dietitian-approved recipes based on goals.	Not engaged	Not engaged	Will use for first 1- 3 months of app usage
Personalised Diet Plan 🍽️	Paid	NA	Custom nutrition and exercise plans tailored to your goals.	Not engaged	25% of the users will be using this 7 days a week	Will use for first 3-6 months of app usage
Personalised Workout Plan 💪	Paid	NA	Follow structured workout routines for different fitness levels.	Not engaged	15% of the users will be using this 7 days a week	Will use for first 3-6 months of app usage
Dedicated Coach 🗣️	Paid	NA	Get 1:1 guidance from a fitness or nutrition expert for personalized support and accountability.	Not engaged	Not engaged	Will use for first 3-6 months of app usage
Smart Scale Tracking 🤖	Paid	NA	Sync with smart scales to log weight, body fat, and other metrics.	Not engaged	Not engaged	Less than 5% of the users will use this feature

Who is an active user of HealthifyMe?

🦸‍♀️ Any user who logs at least 2 meals a day on the HealthifyMe app for at least 3 times a week is an active user of HealthifyMe.

Through user research, it is evident that logging 2 meals for a minimum of 3 days/week ensures that the user has truly experienced the core value proposition of active meal and calorie tracking. Engagement with other products like sleep, water tracking, coaching and diet plans enhances this experience but to really experience the value delivered by HealthifyMe the user must first log their meals. The mentioned threshold reflects a meaningful interaction with the product, highlighting the impact HealthifyMe's approach to fitness.

What is the best engagement framework for HealthifyMe?

	Key Tracking Metric	Selection	Rationale
Frequency 📅	No. of times a user tracks meals, workouts, steps and other health metrics.	Primary ✅✅	Given that tracking>accountability>healthier choices value proposition of HealthifyMe, the number of times a user open the app to log their meal, steps, water intake etc. is a very good measure of how invested the user is in their health journey. The no. of times a user interacts with the app shows if they see HealthifyMe as a value additive tool in that journey.
Depth 🎯	The amount of time spend on the app tracking the meals, sleep, workouts etc.		Even if a user spends significant amount of time on the app exploring its features, going over its various plans but does not log any kind of metric (basically does not do the core action) it makes no difference to their health and therefore optimizing for this will lead to us making the same mistake as YouTube chasing CTR.
Breadth 🌐	Number of sub-product experienced by the user leading more combined value	Secondary ✅	Interaction with various sub-products and features on HealthifyMe like - water tracking, workout tracking (calories burnt), sleep (recovery), medicine and supplement reminders, customised meal and workout plans, syncing a wearable give a holistic tracking experience to the user and enhances the value they derive from the app.

Keeping the above analysis in mind, Frequency (primary framework) and Breadth (secondary framework) will be most suitable engagement frameworks for for HealthifyMe

Customer Segmentation

Who are the users of HealthifyMe?

To effectively do user segmentation for HealthifyMe, user interviews were conducted which gave some very interesting insights.

To ensure that there are relevant inputs for creating engagement strategies two types of user segmentations have been done :

ICP/Persona based segmentation 👤

Criteria	ICP 1 - Starting their health journey 🌱	ICP 2 - Experienced, seeks specific support 🚀	ICP 3 - Looking to alleviate medical issues 👨‍⚕️	ICP 4 - Smart device user ⌚
Age	18 yrs - 45 yrs	22 yrs - 40 yrs	20 yrs - 60 yrs	>27 yrs
Demographics	Working professional, a homemaker or a college student, living in a tier 1 - tier 2 city, just starting their health and fitness journey	A working professional, entrepreneur or a college student living in an urban area with an already active lifestyle	A working professional, a freelancer, an entrepreneur living in an urban area with a mostly sedentary lifestyle	Working in middle management or leadership roles/founder/self employed in a tier 1 city with a very regular routine workouts or some other sports
Need	Looking to build the habit of making healthy choices consciously - meals and workouts both. This need could be self motivated or triggered by a medical diagnosis. Primarily motived to lose weight to be healthier and look and feel better.	Mature in their fitness journey, looking to level up (bulk or cut) or achieve a specific milestone in their fitness journey	Looking to reverse their medical diagnosis (pre diabetes/diabetes/PCOS) by adoption healthier and active lifestyle	The user is looking to track advanced health metrics using easy to use devices like
Pain Point	Unaware of what to do to lose weight both in terms of workouts and routine	Struggling to bulk or cut or get back to their original weight	Needs a step by step guidance on meals and workout with an accountability partner that keeps them on track	Needs a device that tracks advance fitness metrics in one place
Solution	HealthifyMe offers customised workout and diet plans tailored to users fitness goals	Meal, daily calorie intake and macro nutrient tracking is available in the app which is usually what the user focuses on sharply to gain or lose muscle or weight	HealthifyMe has specific plans for diabetes and PCOS where the meals, workout and guidance by the coach is tailored to the specific problem.	HealthifyMe has products like smart scale, LUNA ring, CGM patch which can be used to track advance metrics using the HealthifyMe app.
Current fitness level	Novice / Beginner	Experienced	Novice / Beginner	Highly experienced/Advance
Workout Routine	None	3- 5 days/ week	None	5-6 days/week
Diet	Unhealthy diet with a lot of junk food	Conscious eating, mostly home cooked food	Non intentional eating with no or few healthy meals	Strict diet of healthy meals
Frequency of use case	Daily workout and diet plan required	Tracking meals/calorie intake/macros daily for a specific period of time	Daily cadence needed for following the diet and the workout plan	Daily tracking of advance metrics through the chosen device and the app
Propensity to get a paid plan	High - Needs guidance and direction	Low - Very time bound and transactional need, could easily move to an alternative app if pushed for a paid plan	Very High - The health scare is usually a bolt to the user's system with a high need to adopt healthier habits	Medium - Depends on the need to track a specific paid metric
Income	0 - 30 LPA	15 - 45 LPA	10 - 80 LPA	25 - 70 PLA
Where do they spend time? What are their interests?	Most time is spent either taking care of the house and family for the homemaker or 30-45 hrs/week are spent working in office or at home for a working professional. Apart from this time is spent on social media (Instagram, Snapchat, Twitter, Facebook).	Work: 40 -50 hrs/week During weekdays apart from work most time a good amount of time is spent working out/getting a sweat in. Uses social media (Instagram, LinkedIn, Twitter) in free time. During weekends most time is spent collecting experiences with friends or on dates.	Work: 40-60 hrs/week Other than work time is spent getting household chores done.	Work: 40-60 hrs/week During weekdays apart from work most time is spent on some kind of physical activity (hym, running etc.) social media (Instagram, LinkedIn, Twitter) or content consumption (Youtube, Netflix). During weekends most time is spent running errands, relaxing, visiting or hosting friends and family, meal prep for the week
Where do they spend most money on?	Rent, utilities, travel, shopping	Loan EMI/Mutual funds/Savings, Rent, food, lifestyle	Loan EMI/Mutual funds/Savings, Rent, groceries, lifestyle	Loan EMI/Mutual funds/Savings, Rent, groceries, lifestyle
Were you referred by some one/ how did you find HealthifyMe ?	Did they own research	Referred by friends, other people into fitness	Referred by friends, other people who have recovered from the similar condition	Own research and referral
Wearable Integration	No	Yes	No	Yes
Monthly budget for fitness	1000- 1500/month	500/ month	5000/month	500 - 800/month
Propensity to get a paid plan	Moderate - Needs guidance and direction but also wants to experience the value proposition first	Moderate - Very time bound and transactional need, could easily move to an alternative app if pushed for a paid plan	Very High - The health scare is usually a bolt to the user's system with a high need to adopt healthier habits	Low - Has already invested in the smart device and does not wish to pay more to get the insights

Casual - Core - Power user segmentation 👤

Category	Casual User 🧑	Core User 🏃	Power User 🧘
Who are they	Tracks meals and activity occasionally, using the app sporadically to get insights about the quality of the meals they are consuming	Focuses on weight loss for a specific occasion or gym goals, tracking macronutrients and committing to a plan for a set period.	Diligently tracks all meals and macronutrients along with sleep/steps/water intake daily; consults pro coaches for expert guidance to achieve targeted health goals.
Natural Frequency	3-4 times a week with the possibility of some meals in a day getting missed for tracking	5-6 days/week with all meals being tracked	7 days a week with all meals being tracked
Commitment	Low	High	Very High
Got coached through HealthifyMe?	No	30% of them may for a very short and specific period of time	Yes
Got a personalised meal plan?	No	30% of them may for a very short and specific period of time	Yes
Have you used any of the paid features?	No	Yes - Macro tracking	Yes - Coaches, workouts and diet plan

What insights do we have user segmentation?

Casual users represent early-stage fitness explorers who prioritise flexibility and ease of access but are highly price-sensitive and prone to drop off if they don’t experience tangible results quickly. Encouraging early engagement and providing beginner-friendly support are crucial for retaining this segment.
Core users consistently are typically someone who is actively working toward a health, often driven by personal milestones like managing lifestyle conditions (e.g., PCOS, diabetes, pre-diabetes), improving fitness levels, or undergoing a physical transformation. This user is usually in the 25–40 age range, digitally savvy, and committed enough to track their meals, workouts, and health metrics consistently. What they value most on the app is a combination of personalization and accountability
A power user of HealthifyMe is someone who has deeply integrated the app into their daily lifestyle and sees it as an essential tool for managing their health with precision and discipline. This user is typically highly motivated, often with advanced fitness goals—like fat percentage reduction, strength building, or managing chronic conditions through nutrition. They’re also likely to use premium features, connect their smartwatches or fitness bands, and take advantage of advanced tracking—from sleep to blood sugar and more.
Constant push to buy a paid plan is a recurring pain point across casual and core users and power user.

Product hook and engagement campaigns

Engagement Campaigns

1. Campaign → 21-Day Streak Challenge (Casual → Core) 🔥

Campaign Description :

The 21-Day Streak Challenge is a behavior-focused engagement campaign designed to boost daily app usage and promote habit formation in its casual users. The core idea is simple: casual users are encouraged to log their meals and water intake every day for 21 consecutive days. This is a low effort activity and the thought behind this is to get the casual users into the habit of logging their meals so that they are able to build disciple and experience the biggest value proposition of the app - understand the quality of the meals they are consuming. A possible poster for this campaign can be :

Parameter	Details
Target User	Casual users those who are inconsistent in tracking meals on the app
Goal	The primary goal is to build a daily habit loop around two key actions - meal logging and water intake tracking so that users start seeing insights about their eating habits. By lowering the effort required, the campaign is designed to boost daily active usage and encourage feature stickiness.
Channel	In-app banner and homepage tile to introduce and track challenge progress Push notifications to send daily reminders and encouragement Email onboarding to explain the challenge and benefits clearly Gamified badges and streak counters to be visible on the user's dashboard
Pitch/Content	“Form the habit that transforms your health 💪. Join the 21-Day Streak Challenge and start logging your meals and water daily. Small steps, every day—because real change begins with consistency. Complete your streak and unlock exclusive rewards, brag-worthy badges, and a whole new understanding of your nutrition!”
Offer	Participants who complete the challenge will get : - A two week free access to tracking macros (currently a paid feature) - Digital achievement badge on their profile - Social media shoutouts on HealthifyMe's socials
Frequency and Timing	One-time 21-day challenge launching on the 1st and 15th of each month
Success Metric	% of casual users who start the challenge after opt-in % of users who complete the full 21-day streak Increase in daily active usage during and after the campaign Feature adoption lift (specifically for meal and water tracking)

2. Campaign → SNAPMyPlate (Casual → Core) 📸🥗

Campaign Description :

The #SNAPMyPlate campaign aims to boost user engagement by encouraging casual users to upload a picture of their meals in a story like format. With content being the king nowadays and most of us hooked to our screens to consume short-form content, encouraging users to post a picture of their meal in an IG story format is an attempt at getting them to engage with the app more and see the fun side of being on their fitness journey. This is especially tied closely to HealthifyMe’s core value proposition of meal tracking and will also boost the usage of AI powered feature SNAP.

Parameter	Details
Target User	Casual users who log their meals 3 - 4 times a week
Goal	By turning meal tracking into a social nudget, the campaign seeks to increase engagement of casual users, improve retention, and foster a community around healthy eating.
Channel	In app communication, Instagram, Whatsapp and push notifications
Pitch/Content	"Snap a photo of your meal, and let the world know what you are eating! Join #SNAPMyPlate—a fun, easy way to stay accountable while inspiring others. Every time you post a meal pic, you’ll unlock tips from nutritionists, see calorie estimates instantly, and get a chance to be featured on our leaderboard. Whether it’s your homemade dal-chawal or a restaurant salad, show us how you #SNAPMyPlate for a healthier you!"
Offer	Participants who log 2 meals for all days of the week for 4 weeks get : - A two week free access to tracking macros (currently a paid feature) - Enter a weekly raffle for a free 1:1 consultation with the in-house nutritionist - If selected in this raffle they will have an opportunity to get a free meal plan for a week
Frequency and Timing	The campaign runs for 4 weeks. Key engagement peaks are timed for lunch (1–2 PM) and dinner hours (8–9 PM IST) when users are most likely to log meals.
Success Metric	- Increase in daily meal logging activity - No. of hashtag mentions on social media and within the app - Attendance to 1:1 consultation if the user wins the lucky draw - Post campaign sign up for customized meal plans

3.Campaign → Fitness Bingo (Casual → Core) 🎯🧩

Campaign Description :

Fintness Bingo is a lighthearted campaign designed to nudge casual users into building small, sustainable health habits -one square at a time. Each user gets a digital bingo board within the app filled with wellness-focused mini-goals like “log all meals for 3 days in a row,” “try a new healthy recipe,” “walk 5,000 steps,” “drink 3L of water,” or “track your mood.” The tasks are simple and achievable. The user will be able to strike one square each day, requiring them to open the app everyday till they strike off a complete row, a column or get a BINGO! As users complete tasks, they mark off squares, aiming to complete rows, columns, or the entire board. Each completed row and column unlocks a reward - from an offer on a partner brand, to a discount on a paid feature, to free access to a premium feature for a certain amount of time. Completing the full board puts users on a leaderboard, giving them a sense of immense achievement.

The intention behind running this campaign is to engage new and casual users early on with little effort being put from their end.

Parameter	Details
Target User	This campaign is aimed at new and casual users—those who have just started exploring HealthifyMe or log in occasionally.
Goal	To increase app opens by casual and new users by encouraging them to complete simple, healthy actions through a low-pressure, gamified experience. Once the user plays bingo a nudge will be given to the user to log their day's meal.
Channel	In-app dashboard widget (homepage access to the Bingo board) Push notifications for daily task reminders or rewards unlocked In-app nudges when users complete Bingo squares Other considerations : Weekly progress recap to show what’s done and what’s left Seasonal boards (e.g., summer detox edition, festive edition) to add freshness
Pitch/Content	"Small wins. Big impact. 🧩 Introducing Fitness Bingo , your monthly health challenge that makes eating right, moving more, and feeling better as easy as checking a box. Complete small, healthy actions like drinking water and logging meals and earn rewards, recognition, and real momentum." Each task is framed positively, with small visual rewards (confetti animation, badges) as users complete a square or row. Occasional health trivia or wellness tips pop up as bonuses to keep it fun and informative.
Offer	Exclusive content unlocks like dietician tips or recipe cards One-on-one coach session raffle for users who complete the full board Gamified badges for completing 1st board, 3rd board, and so on
Frequency and Timing	Monthly cadence with a new Bingo board every 1st of the month.
Success Metric	% of targeted users who start the Bingo challenge % of users who complete at least one row on the board Increase in daily app opens during the campaign Uplift in feature usage (meal logging, step tracking, hydration logging Drop-off analysis: where users stall on the board to improve next iteration

A sample poster for this campaign :

4. Campaign → SmartPlates Saturday (Core → Power) 🍽️

Campaign Description :

SmartPlates Saturday campaign is designed to turn weekends into a hub of healthy inspiration through live interactive sessions with expert nutritionists. During these session, users who are already invested in their health journey will be given alternate recipes for meals they enjoy and do not wish to give up. The session will be conducted by a nutritionist who will bust food myths, share tips on how to make better choices when traveling/stepping out to eat and share client transformation stories to build trust. Some of these sessions will specifically focus on pre diabetic, diabetic or PCOS users since they need additional support and knowledge. By offering easy, goal-aligned recipes and real-time guidance this campaign aims to capture more trust and mindspace of HealthifyMe’s core user with the intention of converting them into a power user.

Parameter	Details
Target User	A core will be the target for this campaign since it requires making an effort to step out of the house and block a part of the weekend for this activity, which may not entice a casual user.
Goal	Build a sense of community among core users to strengthen their connection to HealthifyMe, by engaging them in activities that are fun as well as value additive. The thought is that as they spend more time in events led by HealthifyMe and engage with fellow users on the same journey their association with HealthifyMe gets stronger, pushing them to invest more time and money, making them a power user.
Channel	WhatsApp Groups, Social Media Announcements (Instagram) and in app communication
Pitch/Content	"Weekends just got healthier! Join our expert nutritionist this Saturday as they whip up easy, tasty, and nutritious meals — live. Get real-time tips, ask questions, have a flavour party in your mouth and discover recipes designed for your fitness goals!” Content themes could include: Quick 15-min recipes under 300 calories Indian meal hacks for fat loss Budget-friendly meal prep Myth-busting: carbs, fats, sugar, etc. Call-to-Action: Reserve your spot for this week’s SmartPlates Saturday and connect with your tribe!
Offer	Downloadable recipe cards post-session Every session to have a lucky draw. Selected user gets a 1-on-1 consultation with the nutritionist
Frequency and Timing	1st Saturday of every month, 4 PM- 5 PM
Success Metric	Number of participants attending theSmartPlates Saturday Increase in weekly attendance rates among core users Net Promoter Score (NPS) post-session Other good-to-track metrics: Social media engagement (posts, stories, and user-generated content) Percentage of core users upgrading to power memberships

5.Campaign → Streak Squad Challenge (Core → Power) 🫂

Campaign Description :

Streak Squad Challenge is a segmented engagement campaign by HealthifyMe designed to help users stay consistent by teaming up with others who are at a similar stage in their fitness journey— whether they’re beginners just getting started, intermediates building momentum, or advanced users and athletes pushing limits. With a live squad dashboard, real-time nudges, and rewards for streak milestones, the challenge pushes a core user to level up their fitness game and convert into a power user.

Parameter	Details
Target User	A core user who have a paid plan or have purchased one before since that is an indication of them being invested in their fitness journey already.
Goal	The goal of this campaign is to allow a core user to experience the highest level of value that can be created on the HealthifyMe app and with that convert them into a power user.
Channel	Whatsapp groups, Push notifications as reminders
Pitch/Content	"Consistency is easier with a crew! Join the Streak Squad Challenge : team up with friends or fellow users, track your meals, steps, and water daily, and keep your squad’s streak alive. The more consistent you are together, the more you win. It’s not just fitness, it’s squad goals.”
Offer	Users who maintain a 7-day squad streak receive bonus HealthifyMe Coins. Squads with the highest weekly streaks get featured in a leaderboard with additional rewards like exclusive recipe cards, discount vouchers, or 1:1 coach session draws. Users who complete a 28-day streak earn a limited edition badge and unlock a short-term premium feature
Frequency and Timing	The campaign runs in monthly seasons, with each season lasting 4 weeks. Users can join a squad at the beginning of each month.
Success Metric	• Squad Activation Rate - % of invited users who join a squad • Daily Streak Completion Rate - % of squads that maintain 7+ day streaks • Streak Recovery Rate - % of users who resume tracking after a missed day due to peer nudges • Week 4 Retention Delta - Comparison of retention between challenge participants and non-participants • Lift in Daily Logging Frequency - Change in average daily logs per user during and after the campaign

Retention design

What's the current retention rate of HealthifyMe?

Retention rates for health and fitness apps like HealthifyMe, MyFitnessPal, and Fittr are not publicly disclosed. That said, I used the industry benchmarks to do a guesstimate of HealthifyMe’s retention rate. According to my research the retention trends are as follows:

📊 30-Day Retention: 20-30% (for mid-tier fitness apps).

📉 90-Day Retention: 10-15% (drops significantly post-habit formation)

🏆 Market leaders (e.g., MyFitnessPal): Up to 35-40% at 30 day mark

Now if we look at the play of meal tracking <> fitness apps in India HealthifyMe and MyFitnessPal come neck to neck. While MyFitnessPal is recognized as a global leader in health and fitness industry and holds significant popularity in India, HealthifyMe, with its focus on the Indian customer and an expansive food catalog tailored to them, seems to have a higher adoption than MyFitnessPal.

A quick poll on one of the fitness communities that I am a part of showed that out of the 9 people who use a fitness app, 7 were using HealthifyMe against the two users who were using MyFitnessPal.

Laden with this information I have taken a 5% uptake in HealthifyMe’s retention rate against the industry standard, calculation for which comes out to be as follows:

Month	Industry Benchmark	HealthifyMe’s Retention Rate
D0	100%	100%
D30	35%	40%
D60	30%	35%
D90	25%	30%
D120	25%	30%
M6	24%	29%
M12	23%	28%

For fitness products the retention rate usually flattens between 6-9 months, depending on the apps’ ability to keep its users meaningfully engaged

Given HealthifyMe’s focus on its Indian customers and a strong positive WoM, I’ve estimated its retention to be at the upper end of industry standards. Also, given that most users use the app for weight loss and lifestyle changes it has been assumed that the curve flattens at the 6 month mark.

Which ICP's drive best retention?

For HealthifyMe, core and power users drive the maximum retention.

Category	Core User	Power User
Characterised By	• 5-6 days/week with all meals being tracked • Strong preference for as personalised and holistic an experience as possible • Has experienced some of the premium features	• Extremely high frequency, 7 days a week with all meals being tracked • Has used all of the offerings (including paid) at some point. In a steady state the user engages with most of the features, including smart device integration.
Loyalty	Loyal to a specific set of offerings like macro tracking and has subscribed to a paid plan in the initial leg of their fitness journey	Loyal to the brand as a whole, engaging in all sub-products and creates a strong WoM for the brand, recommending the product in their circle
Retention Driver	• Personalised meal and workout plans • Sense of learning, being accountable to themselves and making progress	• Exclusive access to top trainers and advanced coaching

Category

Core User

Power User

Characterised By

• 5-6 days/week with all meals being tracked

• Strong preference for as personalised and holistic an experience as possible

• Has experienced some of the premium features

• Extremely high frequency, 7 days a week with all meals being tracked

• Has used all of the offerings (including paid) at some point. In a steady state the user engages with most of the features, including smart device integration.

Loyalty

Loyal to a specific set of offerings like macro tracking and has subscribed to a paid plan in the initial leg of their fitness journey

Loyal to the brand as a whole, engaging in all sub-products and creates a strong WoM for the brand, recommending the product in their circle

Retention Driver

• Personalised meal and workout plans

• Sense of learning, being accountable to themselves and making progress

• Exclusive access to top trainers and advanced coaching

Which Channel drives best retention?

Word of Mouth 🗣️ : As one of the leaders in this space in India, HealthifyMe has a strong positive word of mouth which drives highest retention for the brand. 80% of the users who were interviewed had heard about the brand from their friends and family, which motivated them to start using HealthifyMe.
Push notifications 🔔 : Personalized reminders capture users' attention and pull them back into the platform, ensuring continuous engagement. HealthifyMe uses this channel quite well sending reminders through the day to log various health metrics. This keeps the user engaged making them more likely to stay committed to their fitness journey.

Some examples of how HealthifyMe uses push notifications today are mentioned below :

Which Features & Sub-features drives best retention?

From the user interviews and secondary research we can conclude that the following features drive most retention for HealthifyMe:

Feature	Feature Description	Reasoning
Calorie Tracker 🍽️	HealthifyMe’s Calorie Tracker allows users to log their daily food intake and provides calorie count for each meal.	There are three things that HealthifyMe has absolutely nailed with this feature : 1. Width of catalog: Indian users often struggle to find apps with a comprehensive database of local dishes. With over 3 lakh dishes, HealthifyMe has an extensive meal catalog that specifically caters to the Indian audience. 2. Unit of Measurement : With multiple units of measurement, starting from a katori, bowl, cup, gms to oz, HealthifyMe allows a user to log their meals in their preferred terminology reducing their cognitive load. 3. Calorie bucketing : Based on a user’s fitness goals, the app automatically distributes daily calorie intake across meals, providing clear meal-wise calorie guidance to simplify nutrition planning. Once a user experiences combined power of these three features to track their daily calorie intake it creates an AHA moment for the users. The ability to easily log Indian meals and gain meaningful insights into calorie consumption becomes a key reason users stick with the app long-term.
Macro Counter 🧮	This feature breaks down food intake into macronutrients—carbohydrates, proteins, and fats—helping users track their nutrient balance.	HealthifyMe’s macro tracking feature delivers immense value by offering users a deeper, more precise understanding of their nutrition beyond just calorie counting. This feature helps the users to optimize their diet based on specific health goals like muscle gain, weight loss, or balanced nutrition.
Coach Guidance 🧑‍🏫	HealthifyMe offers personalized coaching for meal plans and workout routines. The AI-powered assistant, Ria, also offers automated suggestions based on user data.	Coaching from certified nutritionists and fitness trainers adds a human touch, expert guidance and a sense of accountability to a user’s fitness journey making them more likely to stay consistent. Additionally, AI-powered guidance from Ria ensures instant, data-driven suggestions, keeping users engaged even between coaching sessions. The user experiences HealthifyMe’s value in an enhanced way which boots long term retention.
Wearable Integration ⌚	This features allows user to sync their app with popular fitness wearables like Fitbit, Google Fit, and Apple Health etc., seamlessly.	By eliminating the need for manual data entry, users get real-time insights into their activity levels, sleep patterns, and calorie burn, ensuring a more holistic view of their health. This passive tracking keeps users engaged by reinforcing daily habits and providing accurate progress metrics. The convenience and depth of insights encourage long-term app usage, as users see tangible results without extra effort.

What are the reasons for churn?

Various reasons why this may occur for HealthifyMe are :

Voluntary Reasons ⚠️

Unsatisfied with the result : Users may stop using the app if they don’t see meaningful progress despite consistent efforts
Inaccurate tracking data : If calorie or macro tracking feels unreliable, users lose trust in the app’s effectiveness
Bad experience with coach : A poor coaching interaction can break user confidence, making them disengage
Smart watch/wearable integration issues : Users looking for a stitched together experience, may stop using the app if they face syncing issues consistently
Too many push notification : Excessive reminders can feel overwhelming and intrusive, causing users to disable notifications or uninstall the app
Tired of constant selling/upselling of paid features : Over-promotion of premium plans can create a negative experience, pushing users away
Poor UI/UX : A cluttered or unintuitive interface that makes using the app difficult may lead to quick dropoffs
High pricing for paid features : If premium plans feel too expensive for the value offered, users may opt out
Bad Support Experience : Slow or ineffective customer support can make users feel unheard, leading to churn

In-voluntary Reasons 🤷‍♀️

Achieved the goal : Once users reach their target weight or fitness goal, they may no longer feel the need for the app
Got an understanding of the caloric value of their meals : Users who gain enough knowledge often drop our because they no longer need daily tracking
Lost the motivation to continue : A dip in personal motivation can lead to disengagement, even if the app works well
Life changes : Major lifestyle shifts, like moving to a new city, a busy job or getting married etc., can deprioritize fitness tracking, leading users to drop off.

How can I identify an at-risk user? - Negative Actions

👎 One can identify an at-risk user by observing a change in their usage behaviour. Some actions to look out for can be :

Reduced frequency to logging meals
Decrease in session time per app open
Unsubscribing or Cancelling Premium Subscription
Disabling mails and notifications from HealthifyMe
Low NPS in feedback surveys
Removing synced devices
Deleting or archiving weight and fitness data
Removing credit card details
Remove app permissions - could be contact info, data permissions or location
Decrease in interaction with AI assistant
Missing workout sessions with coaches
Negative review on social platforms
Uninstalling the App

Design resurrection campaigns

How do I bring back my user? - Resurrection ⚰️

Irrespective of the reason, loosing a user can often feel like a heartbreak.

Too dramatic? Well try building a campaign for churned users that actually brings them back.

A herculean task as it may be, I've taken a stab at it by coming up with the following campaigns.

1.Campaign - Refuel to Restart 💪

Churn Addressed: User unsubscribed from a premium plan

Why this Issue : A poor premium experience makes users feel burned. This campaign is a gesture of goodwill and repair to gain back users confidence and get them to re-start using HealthifyMe.

Campaign Brief : This is resurrection campaign targeted at churned users who dropped off after finding premium plans too expensive for the value delivered. The core idea is to offer a no-cost, high-value coaching session to demonstrate tangible value before asking for a renewed commitment. By showcasing to the user how personalized guidance can directly impact their progress, and offering a limited-time discount, the campaign aims to rebuild trust and reframe premium pricing as worthwhile. This value-first approach addresses the cost objection head-on and encourages users to return with renewed confidence. Possible banner for this campaign :

Parameter	Details
Target User	Users who cancelled premium subscription
Goal	The goal of this campaign is to bring a churned user into the HealthifyMe premium ecosystem
Channel	Email, WhatsApp, Push Notifications
Pitch/Content	"We want you to have the best support. Enjoy a free 1:1 session with a certified HealthifyMe coach—no strings attached. Let’s get you back on track!"
Offer	Free 1-on-1 coaching session (limited slots, booked via link) Slab based offer if the user returns within 7 days - 5% if the user signs up for 1 month plan - 10% if the user signs up for a 3 month plan - 20% off if the user signs up for a 6 month or longer plan
Frequency and Timing	One-time SMS and email offer sent 5–10 days after churn detected. Follow-up reminder in 3 days.
Success Metric	% of users booking the free session Re-subscription to premium within 7 days Qualitative feedback rating after free session

2.Campaign - Back on Track 🚶‍♂️🛤️

Churn Addressed: User has lost their motivation and stopped logging their meals

Why this Issue : Logging is the foundation of habit-building on HealthifyMe. Early drop-off in this behavior is one of the first signs of disengagement.

Campaign Brief : Back on Track is a resurrection campaign aimed at users who churned after losing motivation and falling out of routine, particularly meal logging. The campaign restarts their health journey by showing them a snapshot of their past progress—like days logged or weight lost—paired with a low-effort prompt to log just one meal to restart momentum. By making re-entry feel achievable and personal, the campaign taps into users’ prior investment and nudges them to rebuild consistency one small action at a time.

Parameter	Details
Target User	User that have lost their motivation and stopped logging their meals
Goal	To re-ignite motivation and reinstate the daily habit of meal logging by reminding users of their original goals and showing them how small, consistent actions (like logging meals) can get them back on track.
Channel	Email, WhatsApp, Push Notifications
Pitch/Content	“Fell off the wagon? Happens to the best of us. We’re here to help you get Back on Track. Starting today, log your meals again, even if it’s just one meal. Your journey doesn’t have to be perfect, it just has to continue. Your goals are still within reach.” The content would include motivational nudges, progress snapshots from the user's peak engagement, and easy meal logging tips to reduce inertia.
Offer	Unlock a 3-day streak reward (e.g., HealthifyCoins, free coach tip, or recipe pack) if they log meals for 3 consecutive days after returning. Optional surprise perks after Day 7 to sustain momentum.
Frequency and Timing	Triggered after 5–7 days of inactivity in meal logging. Campaign nudges go out via push notifications and emails across a 3-day window to create urgency and momentum.
Success Metric	Re-logging rate within 72 hours Completion of 3-day and 7-day logging streaks Increase in app session time Reduction in churn probability score (for at-risk segment) Re-activation NPS or feedback sentiment

3.Campaign: Smart Silence 📵

Issue Addressed: User churn due to constant notifications and messages

Why this Issue : Overwhelming nudges are a key churn driver. This campaign tackles that with empathy and control

Campaign Brief : Smart Silence is a resurrection campaign designed for users who churned due to notification fatigue or feeling overwhelmed by constant nudges. The campaign reassures users that rejoining HealthifyMe won’t come with noise—it highlights a personalized, quieter app experience where users can control notification settings from the start.

Parameter	Details
Target User	A user that left the app due to constant notifications and messages
Goal	To get back a churned user by removing the pressure and offering a “low-clutter, high-value” comeback.
Channel	The most suitable channel of communication for this campaign would be: - Email, supported by a subtle in-app banner (if the user reinstalls the app) - Optionally a personalized SMS.
Pitch/Content	“Too much noise? We hear you. Your health journey should feel calm, not crowded. Customize the way we support you with fewer nudges, smarter timing, and only what you care about.”
Offer	Bonus 50 Coins for customizing notification settings Access to “Weekly Digest Mode” instead of daily pushes
Frequency and Timing	One-time email and in-app card sent within 48 hours of opt-out. No more follow-ups unless the user opts back in.
Success Metric	Notification preference update Increased app opens in next 7 days

A possible creative for this campaign can be :

4.Campaign: Better Results, Backed by Science 🧬

Churn Addressed: Users churn due to unsatisfactory results

Why this Issue : Unsatisfactory results is one of the most common issues because of which a user may leave an app. Often there is an expectation of seeing quick results and this can be managed by simply providing the right information to the user and doing a realistic expectation setting.

Campaign Brief : This campaign is designed to re-engage users who left HealthifyMe after feeling disappointed by their progress or lack of visible results. By acknowledging their frustration and offering a personalized reboot plan, the campaign rebuilds trust and shows that HealthifyMe is serious about delivering meaningful results. Pairing this with a free trial and a one-on-one session with a certified nutritionist reinforces the app’s scientific, human-led approach.

Parameter	Details
Target User	Users who churned due to unsatisfactory results
Goal	The goal of the campaign is to is to re-engage churned users who left due to lack of visible progress or disappointing results, and to restore their trust in HealthifyMe’s ability to deliver real, personalized outcomes.
Channel	Email, WhatsApp, Push Notifications and targeted Ads
Pitch/Content	“Didn't see the results you expected? We hear you. This time, it's personal, with a customized reboot plan tailored to your body and lifestyle.”
Offer	14-day free trial of a new plan, plus one nutritionist video session
Frequency and Timing	Email re-engagement 30 days post churn + Retargeting via social channels
Success Metric	App reinstallation rate Plan trial conversion Feedback/NPS post 14-day reboot

5.Campaign: Your Coach, Your Corner

Churn Addressed: An at-risk user who has started missing their sessions with their coach

Why this Issue : Key part of HealthifyMe's value is the human touch through coach support. When users pull away from this interaction, it often leads to lower accountability and eventual churn.

Campaign Brief : This is a re-engagement campaign designed for users who’ve stopped interacting with their coach or are missing workouts. It sends a friendly, personalized message from the coach offering a fresh 3-day reset plan and a quick goal check-in, reminding users that support is just a tap away. With added incentives like HealthifyCoins or a free 1:1 coach call, the campaign aims to rebuild motivation, encouraging users to get back on track with their fitness journey.

Parameter	Details
Target User	An at-risk user who has started missing their sessions with their coach
Goal	To re-engage an at risk user before they churn out of the system
Channel	In-App Messaging & Push Notifications, WA and push notifications
Pitch/Content	"Your fitness coach is here for you—no judgment, just support! Let’s get back on track, one small step at a time. We’ve prepped a personalized 3-day recovery plan to ease you back in.” The content will include: A personalized nudge from the coach. A soft reminder that missing a few days is okay. A motivational message and preview of quick, light sessions.
Offer	Free access to a 3-day “Bounce Back” workout plan, created by their own coach + motivational call check-in if they engage within 48 hours.
Frequency and Timing	Triggered after 5 days of inactivity. First message goes out via push notification + in-app message. Followed by email on Day 2 and WhatsApp reminder on Day 3.
Success Metric	Rebooking or attendance of a workout session. Re-initiated conversation with coach in-app. Open/Click/Reply rates on messages. Retention after 7 days of reactivation.