Onboarding project | Exploring Opportunities

About HealthifyMe

Company Brief

It is an AI Health & Fitness App, empowered by over 2000 coaches and trusted by over 40 million users spread across 300+ cities. Their main purpose and vision is to -:

1. Drive behavioral transformations.
2. Enable users to attain sustainable long term results.

source: https://medium.com/@ajaysaklani589/india-health-and-wellness-market-size-to-expand-at-a-cagr-of-5-during-2024-2032-9e7fd88c6641

​

This they aim to achieve by leveraging their core which is-

1. Personalized dashboards for users to track Nutrition, diet, weight etc via calorie tracker , and other tracking tools.
2. Fitness Guidance using their coaches, nutritionists, healthcare practitioners etc.
3. AI technology i.e Ria which is accessible anytime anywhere to answer health and wellness related questions.
4. Health and wellness content and D2C sale of healthifyme food products via the app store.
5. A very personalized approach to diet, nutrition, excersice which is tailored to users body type considering (BMI), any pre-existing disorders, goals ( wedding to attend, want to conceive, getting married etc.).
   
   

Industry Brief

• The Health and Wellness industry is worth nearly 1.3 trillion USD and growing at 5% CAGR till 2032.
• This sector includes nutritional supplements, organic food, fitness equipment, wellness tourism, beauty and anti-aging products, preventive and personalized health, and complementary and alternative medicine.
• The focus is increasingly on preventive healthcare, with a significant emphasis on maintaining an optimal level of wellness rather than merely treating illnesses.
• Digital penetration will play a key role in addition to user behavioural data and innovative technology.

​

HealthifyMe Strenghts

• It is one of the pioneers in showing calorie and nutrients ( micro/ macro) of Indian food.
• HealthifyMe tracks user data on their fitness levels, behaviours and eating habits via counters, trackers , AI bot and other mechanism to enable personalized solutions

​

​

ICP

For the context of HealthifyMe , did user calls and surveys to identify major ICPs. Broadly there were 2 distinct Ideal customer profiles.

Detailed Sheet : https://docs.google.com/spreadsheets/d/1zLAsAIa_UZK7--gUzQZN9pO3F8iirukz3DkS5e_tDuU/edit?resourcekey=&gid=303063477#gid=303063477

​

​

​

For ease of understanding lets name the 2 ICPs

ICP 1: Fitness Minimalists (less is more)

ICP Brief

Fitness minimalists want one solution to the problem either it could be one platform, one activity.

Goal for this ICP is to lose weight and have a healthy lifestyle when it comes to HealthifyMe .

They might have multiple priorities and like to spread their time across each of them like

their job/ business, family (if married and have kids then priorities are split further), hobbies, health etc. They mostly live in T1/ T2 cities and can be both male or female.

​

For them health and fitness is one aspect of life and don't have much expertise and rely on an expert to figure this out for them ( through the survey and interviews they mostly might end up subscribing to health plans).

​

They hate sales calls as it disrupts their work/time and want to organically feel that a health plan will genuinely solve the problem and help them achieve their goals.

They have a budget of 10k INR for Health and fitness , but the budget is not dedicated to this as they have multiple other priorities, so the spend in this category is discretionary in nature.

They love the calorie counter and will keep coming back to this feature in the future as and when required, also they need assistance in their journey to lose weight and become healthy.

​

​

ICP2: Fitness Maximalists (more the better)

​

​ICP Brief

Fitness maximalists take a multidimensional approach to solve a problem.

Goal of this ICP is primarily to look good,

They may tend to achieve this by losing weight, getting in shape, eating right, taking supplements, going for trekks, gymming, sports etc. Either by incorporating all of this or some of these. They mostly live in T1/ T2 cities and can be both male or female.

For them health and wellness might be big priority ( in some cases 50% of their active part of the day goes into fitness and other 50% at their job). They try to get as much information about a fitness solution using various channels like social media, articles, podcasts, videos, friends, gym trainers. Eventually they gain expertise themselves and start advising their friends and family as well

They will find particular solve for a problem by themselves or ask their trusted health influencers ( friends, gem trainers etc). Example to increase metabolism they need to track daily fibre intake and fo this use case they also love using the calorie, macro and micro nutrients tracker.

But eventually they learn the calorie and nutrients profile of the food they eat and might decrease their usage of the tracker. They might rarely come back to the feature again

They have a budget of 5k to 10k INR dedicated for health and fitness and might be dedicated and spread across different solutions in the same category based on the foreseen realization of value proposition of each solve.

​

JTBD

The Jobs to be done for based on the identified ICPs and user calls looks like

​

Details ( JTND Validation)

• Fitness Minimalists are hiring the product to solve their 'Health Performance issue' majorly due to weight which is a personal inhibitor for them in their other daily activities

• Fitness Maximalists are hiring the product to solve for a specific function - eg track the calories , track BMI , this function will be one of the inputs to achieve the bigger goal for them which is get the body shape they want , look good and feel confident about themselves

Onboarding Teardown

Onboarding Teardown PDF : HealthifyMe Onboarding Teardown.pdf

​

Few other Insights

1. Onboarding for ICP2 is long, they might just want to use a single feature
2. Feel like ICP 1 is the prefered ICP who will eventually retail and subscribe
3. In all of the onboarding App pages HealthifyMe has not used any logo, user might feel they are not part of the App they have just downloaded
4. To improve further credibility Healthifyme can showcase the standard of BMI and other nutrients, micro nutrient calculation they do. Further coach profiles should be created and showcased in the beginning of the journey to create trust.

​

​

Possible Aha! moments

1. User seeing their BMI and target weight at the time of onboarding
2. User using the calorie counter feature for the first time
3. 1. User discovers the calorie counter by clicking on the feature on home Page
   2. Clicks on track breakfast
   3. Searches 'Chole Bhature' in the search tab
   4. Discovers Chole Bhature in the search results: Aha! Moment 1
   5. Updates the quantity of the item consumed
   6. Discovers serve portion as " 2 bhature & 1 katori chole" : Aha Moment 2
   7. Click on Track calories
   8. User discovers exact calories consumed : Aha Moment 3​
4. Discovering diet plans with Indian Food options: Aha Moment 4
5. Various counters and reports showing recommended vs achieved
6. Discovering in the initial coach call that there is a plan which can cater to specific issue, concern or goal

​

​

Activation Metrics

Activation hypothesis

Hypothesis 1: A user who makes daily entries on the calorie tracker , water tracker and using other free trackers daily for 30 days

Reasoning

Calorie tracker is hero feature of HealthifyMe, creating multiple Aha moments for customers. For both ICPs ( Fitness Minimalists and Maximalists) if they are using this feature continuously for a month , due to cumulative aha moments like finding the Indian food item on search, viewing the macro nutrient lag to correct their course would create a stickiness to this feature and user might come back again to use this specific feature for any future tracking (as learning curve has been achieved, trust has been established)

​

Hypothesis 2: A user unlocks diet plan within 1 week of App download

Reasoning

Since user discovers the variety of food items that are part of HealthifyMe recipes , user cannot find this anywhere else in such quantity, they might look for the variety elsewehere and the personalization at the cost , since are not able to find this anywhere else they will make the decision of purchasing the plan on HealthifyMe

​

Hypothesis 3: A user has spoken to a coach , received a personalized plan and users schedules a 2nd call within 1 week of first coach call

Reasoning

This is most likely true for Fitness minimalists, where they are relying on the platform to solve their weight loss problem. If in the first call the coach is able to convince that the plan will be able to solve their problem and help them achieve their goal. Post this if user has a second call with the coach to understand more on the plan / price / other aspects, there is a good change that the user is an activated user as they might have gone through others transformation journeys, App features and might have a friend who has also recommended

​

Hypothesis 4: A user books free workout sessions more than 3 times in 1 week

Reasoning

After using the online workout sessions if the user has done more than 3 sessions, they are most likely liking the experience, reports and fitness coach , This would make them come back again and again to avail workout sessions and use other features of the App

Hypothesis 5: A user engaging with the health content ( blogs, Q&A, Hacks, health hub)or store 3 to 4 times a week in 1 month

Reasoning

Since the content on HealthifyMe is quite diverse and aims at each aspect of Health, wellness and Lifestyle user might be hooked to this for their reference of leading healthy life. In addition to this there are other users who are commenting and liking the content which creates a community feeling and the user might start feeling part of the community

Tracking Metrics

​

D1, D7, D30 retention - For each of the entry points ( Marketing channel, First feature used on HealthifyMe App, with referral / without referral, coach call done while onboarding ), track the D1, D7, and D30

• With these different cuts we can find which marketing channel or feature etc creates better retention
• Capture customer Drop Offs and try to understand why the drop of is happening is it because of subscription price, coach quality, app understanding issue
• Further with the above inputs product and process roadmaps can be prioritized

​

DAU, MAU - Since the App is meant to be used daily DAU is an important metric to track

User cohorts- based on feature usage - the funnel would split here and ideally it should split into the identified mega user cohorts. This will help in retargetting the different cohort users seperately in a more personalized way

​

Product reviews, coach reviews- Reviews should be tracked and prioritized more towards retention .

Subscription rate vs retention- This will be an indicator whether the plans and coaches are actually doing the job and providing value or customer are just coming in for the calorie tracker.

No. and types of reports being tracked- Most used reports to be tracked which will help in further improving the report quality and enrich the reports further

​

Onboarding step funnel : Session to user, user to details filled ( this will be split at each detail level), details to coach session booked etc. Through this metric tracking we can understand if user is facing an issue in filling up some data and what could be the possible reasons, by also capturing loading times it will be clear if this could be an issue incase of any step drop off

​

Heatmaps and correlations to retained users with good / no reviews- this will help understand the retained user customer journey

Heatmaps and correlation to paying users- this will help understnad subscribed user customer journey

​

​

​

​

​

​

​

​

​