🏋️‍♀️ Engagement & Retention project | HealthifyMe

🏋️‍♀️

Engagement & Retention project | HealthifyMe

📖 What is HealthifyMe?

HealthifyMe offers a comprehensive solution to achieve health and fitness goals with various features like food, workout, water, sleep trackers, and home workout videos curated for Indian audience. It introduces innovative tools like HealthifySnap for image-based food recognition and real-time calorie tracking. Users can participate in live video classes, receive personalized diet plans, and track progress through detailed health data and AI-powered insights through Ria. The app also integrates with Apple Health and wearable devices for seamless activity tracking.

Core Features:

Comprehensive Tracking: Track food intake, workouts, water, sleep, and even handwashing
HealthifySnap: Image-based food recognition for easy calorie tracking tailored for Indian audience
Personalized Guidance: Receive insights and tailored advice from AI coach 'Ria' and real-time feedback during live classes..
Pro Coaching: Offers professional coaching through access to nutritionists, fitness trainers, and mental wellness experts.
Wearable Integration: Syncs with fitness devices for seamless tracking.
HealthifySense: Focuses on mental wellness, providing a holistic health solution.
Community Engagement: Participate in challenges and live video classes with a global fitness community.

Uniqueness: HealthifyMe’s deep focus on Indian dietary needs and its comprehensive health management approach distinguish it from global competitors like MyFitnessPal.

Overview

Internet First Product: Yes
Revenue Stats: Revenue doubled to ₹185.25 crore in FY22 from ₹86.05 crore in FY21. Raised $75 million in Series C funding; valuation between $500-600 million. Main revenue from nutrition and wellness services. Aiming to reach $100 million ARR and $500 million turnover by 2025. https://entrackr.com/2022/08/healthifyme-posts-rs-185-cr-revenue-in-fy22-losses-surge-8x/
Repeated Usage Frequency: High
Interest: Strong interest, especially among health-conscious users.
Familiarity: Widely recognized, particularly among users focused on fitness and health.
Willingness to Pay: Yes, through premium features like personalized coaching and diet plans.
Bragworthy: Yes, with positive outcomes and community-driven success stories.

HealthifyMe provides an integrated platform for managing health and fitness effectively.

Segment

An active user of HealthifyMe is someone who regularly engages with the app to track their health and fitness journey. This includes:

Logging meals frequently using features like HealthifySnap.
Following personalized diet and workout plans.
Participating in live video classes and challenges.
Interacting with AI or professional coaches for advice.
Tracking multiple health metrics such as calories, sleep, and water intake.
Providing feedback or engaging with community features.
Subscribing to premium services for enhanced guidance and features.

Free Users

Uses the app to log meals, workouts, and track health metrics.
Follows basic personalized diet and workout plans.
Accesses community features and participates in challenges.
Uses AI Coach Ria for basic guidance.

Paid Users

Access to professional coaching for personalized health guidance.
Advanced tracking tools, including smart scales and CGMs.
Customized diet and workout plans tailored to individual needs.
Unlimited consultations with health experts.
Participation in exclusive live workout sessions.
Detailed metabolic analysis for in-depth health insights.
Continuous monitoring and support to achieve sustainable fitness results.
Enhanced overall wellness experience with specialized tools and resources.

User segmentation based on frequency

User Type	Personalized Health Management	Comprehensive Tracking	AI & Expert Coaching	Rationale
Casual	Uses basic diet and workout plans occasionally (1-2 times a week).	Logs meals and workouts sporadically (once every 3-4 days).	Rarely interacts with AI; prefers occasional guidance (once a month).	New or less motivated users who need a simple and easy-to-use experience. Often overwhelmed by too many options.
Core	Follows tailored plans consistently (4-5 times a week) but may need reminders.	Tracks meals and workouts regularly (every other day), with occasional gaps in consistency.	Uses AI for routine insights (2-3 times a week); engages with expert coaching during key milestones (monthly).	Users committed to health goals but who sometimes need encouragement to stay consistent. Benefit from structured guidance.
Power	Fully customized diet and workout plans, updated regularly (daily).	Tracks all health metrics daily, including sleep, water intake, etc.	Frequently interacts with AI and expert coaches (daily); seeks in-depth, personalized advice.	Highly engaged users who demand detailed and continuous support for achieving optimal results. Actively use advanced features.

ICP Segmentation:

Criteria	Persona 1: The Young Professional (Male, 26-35)	Persona 2: The Middle-Aged Fitness Enthusiast (Male, 36-45)	Persona 4: The Busy Parent (Female, 36-45)
Name	John	Ajay	Manisha
Age	26-35	36-45	36-45
Gender	Male	Male	Female
City of Residence	Bangalore	Bengaluru	Bangalore
Marital Status	Single	In a Relationship	Divorced/Widowed
Annual Salary Bracket	₹20-30 Lacs	₹20-30 Lacs	More than ₹50 Lacs
Budget for Health	₹1,00,000 - ₹2,00,000 per year	₹30,000 - ₹50,000 per year	₹50,000 - ₹75,000 per year
Health Goal	Lose Weight	Train for an Athletic Event	Improve Overall Health
Primary Motivation	Professional Requirement, Health Reasons, Appearance	Health Reasons, Personal Appearance	Health Reasons, Personal Appearance
Exercise Frequency	Daily	3-5 times a week	Occasionally
App Usage Frequency	Daily	3-5 times a week	1-2 times a week
Key Features Used	Calorie Tracking, Personalized Diet Plans	Calorie Tracking, Progress Tracking	Calorie Tracking, CGM Tracking
Pain Points	Need for more accurate AI suggestions	All features like Ria and Track are not useful	Frequent changes in coaches, lack of holistic tracking
Technology Usage	MyFitnessPal, Fitbit	Apple Health, Strava	Fitbit, WhatsApp
Content Consumption	Fitness blogs, YouTube exercise tips	Podcasts, LinkedIn health articles	Health-related YouTube channels
Willingness to Pay	Open to paying for premium features	Interested in personalised coaching	Willing to pay for stable, long-term coaching
Referral Source	Friends' recommendation	App store search	Family member
Time to Value	Immediate through calorie tracking and diet plans	Felt value within the first month	Noticed improvements in health metrics after a month
Advanced segmentation: Loyalists/Champions/In danger/Hibernating	Loyalist: Engages daily, uses multiple features	Champion: Engages regularly, uses premium features	Hibernating: Rarely engages, mostly inactive
User Type	Power	Core	Casual

Defining Core EnR Metrics

Engagement Framework	Key Tracking Metric	Selected	Rationale
Frequency	Number of times users log meals, workouts, or sleep.	Primary	Regular tracking reinforces the habit and leads to more accurate insights, helping users see progress and stay engaged.
Depth	Amount of time spent engaging with personalized plans and live sessions.	NA	Spending more time doesn't necessarily increase the perceived value without consistent outcomes.
Breadth	Number of features (e.g., AI coaching, live classes, multiple trackers) used by a user.	Secondary	Using multiple features can enhance the user's experience by providing a more comprehensive view of their health.

Insights

Frequency: Essential for maintaining consistency in tracking health and fitness, leading to tangible results and higher user satisfaction.
Breadth: Important for enhancing the user experience by exploring multiple features like AI coaching and live classes, helping achieve health goals more effectively.
Depth: Secondary focus; while beneficial, regular engagement and feature usage are more crucial for driving value.
Prioritization: Focus on frequency to build habits, followed by breadth for a comprehensive experience, with depth supporting committed users.

Engagement

Lets look at how can we improve engagement:

Product hooks

Product Hook	Goal	Success Metric	Problem Statement	Current Alternative	Solution	Metrics to Track	Ramp-Up Milestones
Progress Insights	Provide daily/monthly summaries of user progress with actionable insights.	Increased daily engagement and retention rates.	Users struggle with consistency and lose motivation without visible progress.	Manual tracking or inconsistent checking of individual metrics.	Send personalized progress reports with summaries and AI-generated recommendations.	Engagement with daily/monthly reports, retention rates.	Launch daily summaries, introduce AI-generated insights, expand to monthly comparative analytics.
Weekly Challenge	Increase engagement by introducing variety in user activities.	Increased engagement with the app’s diverse features.	Users may get bored with routine tracking and require fresh challenges to stay engaged.	Standard workout or diet plans without variation or challenges.	Introduce weekly challenges that reward users for completing specific goals, and unlocking special content or discounts.	Participation in challenges, completion rates, user feedback.	Launch basic weekly challenges, expand to include social and group challenges, integrate with progress insights for better personalization.
Personalized Content Feed	Provide a daily feed of personalized health-related content.	Increased interaction with app features beyond basic tracking.	Users may not fully explore the app’s features due to lack of personalized recommendations.	Generic content feeds without personalization based on user activity and goals.	Offer a daily personalized content feed including articles, recipes, and workouts tailored to user goals and activity.	Daily content engagement, user feedback on relevance, content sharing rates.	Launch basic content feed, expand personalization algorithms, introduce user-curated content recommendations.
Milestone Celebrations	Recognize long-term user commitment with celebrations and rewards.	Increased user loyalty and long-term engagement.	Users may not feel recognized for their long-term commitment and progress.	Standard progress tracking without milestone recognition or rewards.	Celebrate significant user milestones (e.g., 30 days of consistent logging) with badges, rewards, or discounts on premium features.	Number of milestones achieved, retention rates, reward redemption rates.	Launch milestone tracking, introduce rewards, expand to include personalized milestone celebrations with additional incentives.

Engagement Campaigns

Campaign : "HealthifyMe Adventure Tracker"

Goal: Convert casual users to core users by making fitness tracking engaging through gamified elements.
User Persona: Casual and Core Users
Pitch/Content: "Embark on a fitness adventure—track your daily activities to earn rewards and unlock new levels!"
Theme: Gamified fitness tracking
Offer: In-app rewards, special badges
Channels: In-app notifications, push notifications
Frequency & Timing: Ongoing, with monthly adventure resets
Success Metrics:
- 20% increase in daily activity tracking
- Increase in active user retention
Milestones:
- Monthly adventure resets with new challenges
- Periodic review of user engagement metrics
- Introduction of new levels and rewards based on user feedback
Hypothesis: Gamifying fitness tracking will boost engagement by making it fun and rewarding to track daily activities.
Details: The campaign will focus on daily activity tracking, where users can earn rewards and badges as they progress through different levels. New challenges and adventures will be introduced every month to keep users engaged.
Target Feature: Adventure Tracker
Proposed Flow: Users set up daily fitness goals → Track activities through the app → Earn points and unlock new levels → Redeem rewards for achieving milestones.

Campaign : "Sunday Mystery Meal"

Goal: Encourage regular engagement by introducing users to new and diverse healthy recipes.
User Persona: Food Enthusiasts
Pitch/Content: "Discover a new, healthy recipe mystery every Sunday to expand your culinary skills!"
Theme: Weekly surprise healthy recipe
Offer: Cooking gadgets, in-app currency for participation
Channels: Email, social media, in-app notifications
Frequency & Timing: Weekly, with new recipes revealed every Sunday
Success Metrics:
- 10% increase in recipe section usage
- Increase in user-generated recipes
Milestones:
- Weekly reveal of new recipes
- Increased participation in recipe sharing
- Community engagement through cooking challenges
Hypothesis: Encouraging users to explore new healthy recipes will increase app engagement and diversify their meal choices.
Details: The campaign will unveil a new healthy recipe every Sunday, enticing users to try out and share their culinary creations. The initiative aims to build a community around healthy eating by encouraging user participation.
Target Feature: Sunday Mystery Meal
Proposed Flow: Users receive a new recipe each Sunday → Try and share their version of the recipe → Earn in-app currency and unlock HealthifyMe products as rewards(SmartScale, protein powder , etc) → Participate in community challenges.

Campaign : "HealthifyMe Pop Quiz"

Goal: Enhance user engagement and knowledge retention through interactive quizzes.

User Persona: All Users, Health Enthusiasts

Pitch/Content: "Test your health knowledge with our weekly pop quizzes and climb the leaderboard!"

Theme: Interactive health education

Offer: Special badges, leaderboard positions, in-app rewards

Channels: In-app notifications, email, push notifications

Frequency & Timing: Weekly quizzes every Friday

Success Metrics:

15% increase in educational content engagement
10% rise in quiz participation

Milestones:

Weekly quiz releases
Regular review of engagement metrics

Hypothesis: Quizzes will boost engagement by making learning fun.

Details: Focus on weekly health quizzes with rewards for participation.

Target Feature: Pop Quiz

Proposed Flow: Users get quiz notifications → Take the quiz → Earn badges and points → Climb the leaderboard.

Campaign : "Buddy Fitness Challenge"

Goal: Increase engagement by encouraging users to work out with friends, creating a sense of community and accountability.

User Persona: Core and Casual Users

Pitch/Content: "Team up with your fitness buddy and conquer challenges together for double the rewards!"

Theme: Social workout challenges with friends

Offer: Bonus rewards for both users, special badges, leaderboard recognition

Channels: In-app notifications, push notifications, email

Frequency & Timing: Ongoing, with weekly challenges

Success Metrics:

30% increase in buddy-based workout sessions
Improved user retention through social engagement

Milestones:

Weekly introduction of new buddy challenges
Monthly review of participation and success rates

Hypothesis: Working out with a friend increases motivation and app usage by creating a shared fitness journey.

Details: Users pair up with friends to take on fitness challenges together, earning double rewards when both complete the task.

Target Feature: Buddy Workout Tracker

Proposed Flow: Users invite a buddy → Accept the challenge together → Track workouts → Earn rewards for completing the challenge together.

Campaign : "Healthy Habit Streaks"

Goal: Build user engagement through consistent habit tracking.

User Persona: Core and Power Users

Pitch/Content: "Keep your healthy habits streak alive and earn exclusive rewards!"

Theme: Habit Formation & Rewards

Offer: Discounts, personalized coaching, streak badges

Channels: Push Notifications, In-App Messages, Emails

Frequency & Timing: Daily tracking with weekly/monthly rewards

Success Metrics:

30% increase in habit tracking
Improved retention

Milestones:

7-Day Streak: Extra points or badges
30-Day Streak: Discounts or free features
90-Day Streak: Personalized coaching

Hypothesis: Building a habit through daily streaks will increase user retention by fostering consistent engagement.

Details: The campaign rewards users for maintaining daily health habits, creating a sense of achievement and motivation. The longer the streak, the better the rewards, encouraging sustained app usage.

Target Feature: Daily Habit Tracker

Proposed Flow: Users set daily health habits → Track habits daily → Earn rewards for maintaining streaks → Unlock bigger rewards as streaks continue.

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