Onboarding project | HealthifyMe

HealthifyMe: Revolutionising Digital Health

HealthifyMe is not just another fitness app; it's a trailblazer in India's digital health space. Launched in 2011, it was conceived from a simple idea—tracking the calories in Indian food, a challenge founder Tushar Vashisht personally encountered. From these humble beginnings, HealthifyMe has evolved into a comprehensive health and fitness platform, now ranking 5th on the Indian iOS App Store.

HealthifyMe’s value proposition lies in its ability to blend technology with personalised human expertise. It offers users a holistic approach to health management through features like "Ria," an AI nutritionist that provides tailored diet plans and instant responses to queries. The app also incorporates "HealthifySense," which extends its offerings into mental wellness, recognising the importance of a balanced mind along with a healthy body. Additionally, HealthifyMe’s data-driven approach, enriched by millions of user inputs, enables the app to deliver highly personalised and effective health recommendations.

Expanding beyond individual users, HealthifyMe’s B2B2C model also serves corporates and healthcare institutions, making it a versatile tool for promoting wellness at scale. (Wikipedia) (StartupTalky).

Defining the ideal customer profile (ICP)

B2C Table:

Criteria	Persona 1: The Young Professional (Male, 26-35)	Persona 2: The Middle-Aged Fitness Enthusiast (Male, 36-45)	Persona 3: The Health-Conscious Techie (Female, 26-35)	Persona 4: The Busy Parent (Female, 36-45)	Persona 5: The Gym Enthusiast (Male, 36-45)	Persona 6: The Budget-Conscious New User (Female, 26-35)
Name	John	Ajay	Neha	Manisha	Tushar	Pritika
Age	26-35	36-45	26-35	36-45	36-45	26-35
Gender	Male	Male	Female	Female	Male	Female
City of Residence	Bangalore	Bengaluru	Bengaluru	Bangalore	Bangalore	Delhi
Marital Status	Single	Married	In a Relationship	Married	Divorced/Widowed	Single
Annual Salary Bracket	₹20-30 Lacs	₹20-30 Lacs	More than ₹50 Lacs	More than ₹50 Lacs	₹20-30 Lacs	₹10-20 Lacs
Budget for Health	₹10,000 - ₹20,000 per year	₹30,000 - ₹50,000 per year	₹20,000 - ₹30,000 per year	₹50,000 - ₹75,000 per year	₹25,000 - ₹50,000 per year	Less than ₹10,000 per year
Health Goal	Lose Weight	Train for an Athletic Event	Lose Weight	Improve Overall Health	Build Muscle	Build Muscle
Primary Motivation	Professional Requirement, Health Reasons, Appearance	Health Reasons, Personal Appearance	Health Reasons, Personal Appearance	Health Reasons, Personal Appearance	Health Reasons, Professional Requirement	Health Reasons, Personal Appearance
Exercise Frequency	Daily	3-5 times a week	1-2 times a week	Occasionally	3-5 times a week	3-5 times a week
App Usage Frequency	Daily	3-5 times a week	Occasionally	Daily	3-5 times a week	3-5 times a week
Key Features Used	Calorie Tracking, Personalised Diet Plans	Calorie Tracking, Progress Tracking	Progress Tracking	Calorie Tracking, CGM Tracking	Calorie Tracking, Personalised Diet Plan	Calorie Tracking, Workout Plans
Onboarding Aha Moment	Discovering the calorie tracking feature	Customising diet plan	Real-time tracking of calories	Setting up health goals	Setting up health goals	Progress Mapping
Pain Points	Need for more accurate AI suggestions	AI features like Ria and 'Snap and Track' are not useful	Disappointment with AI interaction	Frequent changes in coaches, lack of holistic tracking	Lack of quantified nutrition in the app	High cost of premium plans, push for personal coaches
Technology Usage	MyFitnessPal, Fitbit	Apple Health, Strava	Google Fit, Garmin Connect	Fitbit, WhatsApp	Instagram, Spotify	WhatsApp, YouTube
Content Consumption	Fitness blogs, YouTube exercise tips	Podcasts, LinkedIn health articles	Tech blogs, fitness newsletters	Health-related YouTube channels	Fitness podcasts, influencers	Budget fitness tips on social media
Willingness to Pay	Open to paying for premium features	Interested in personalised coaching	Prefers free features, might pay for insights	Willing to pay for stable, long-term coaching	Interested in premium plans with detailed tracking	Prefers free features, considers low-cost plans
Referral Source	Friend’s recommendation	App store search	Instagram ads	Family member	Gym network	Online community forum
Time to Value	Immediate through calorie tracking and diet plans	Felt value within the first month	Realized value in the first few uses	Noticed improvements in health metrics after a month	Experienced value after the first week	Saw value within a few days through basic tracking

Key Insights from ICP Profiling:

Health Goals & Budget:
- Younger users (26-35) focus on immediate goals like weight loss, with moderate health budgets (₹10,000-₹30,000/year). Older users (36-45) prioritise long-term fitness, with higher budgets (₹50,000+).
Onboarding Aha Moments:
- Younger users find immediate value in calorie tracking and diet plans. Older users appreciate progress tracking and personalised coaching.
Pain Points:
- Users are frustrated with the accuracy of AI features like Ria. Tech-savvy users desire more data-driven insights.
Willingness to Pay:
- Higher-income users are more willing to pay for premium features. Budget-conscious users stick to free or low-cost options.
Referral Sources:
- Gym networks and social media are key referral channels. Partnerships with fitness centers can boost premium feature adoption.

Recommendations

Enhance AI accuracy to better serve tech-savvy users.
Customise onboarding to match user goals and age groups.
Target premium marketing towards high-income segments.

Define user goals and JTBD

Job	Persona 1: The Young Professional (Male, 26-35)	Persona 2: The Middle-Aged Fitness Enthusiast (Male, 36-45)	Persona 3: The Health-Conscious Techie (Female, 26-35)	Persona 4: The Busy Parent (Female, 36-45)	Persona 5: The Gym Enthusiast (Male, 36-45)	Persona 6: The Budget-Conscious New User (Female, 26-35)
Functional	Primary When I'm tracking my diet, I want to see detailed calorie breakdowns, so I can maintain my nutrition goals.	Primary When I'm customising my diet, I want it aligned with my fitness plan, so I can perform optimally.	Primary When I exercise, I want quick access to effective routines, so I can stay fit within my busy schedule.	Primary When I'm monitoring my health, I want immediate access to key stats, so I can manage my well-being.	Primary When I log workouts, I want the data to reflect my gym goals, so I can stay on track.	Primary When I track calories, I want it to be easy and free, so I can stick to my health plan without extra costs.
Personal	Secondary When I lose weight, I want to improve my appearance, so I can feel confident in social situations.	Secondary When I train, I want to hit personal milestones, so I can prove my abilities to myself.	Secondary When I stay healthy, I want more energy, so I can balance work and life.	Secondary When I lose weight, I want to feel better, so I can be more active with my kids.	Secondary When I build muscle, I want visible changes, so I can stay motivated.	Secondary When I improve my health, I want to feel better daily, so I can enjoy a healthier life.
Financial	(Not applicable)	(Not applicable)	(Not applicable)	(Not applicable)	(Not applicable)	(Not applicable)
Social	(Not applicable)	Tertiary When I share progress, I want support from others, so I can stay motivated.	Tertiary When I participate in fitness communities, I want to gain insights, so I can improve my routine.	Tertiary When I encourage my family, I want them to adopt better habits, so we can be healthier together.	Tertiary When I share gym progress, I want feedback, so I can push myself further.	Tertiary When I join challenges, I want to feel connected, so I can enjoy my fitness journey.

Validating User Goals:

Primary Goal: Calorie Tracking
- Why Users Sign Up:
- - Users want a simple, accurate way to monitor their daily calorie intake.
  - They seek an easy-to-use app that integrates into their busy lives.
- End Goal:
- - Achieve specific health objectives like weight management or maintaining a balanced diet.
Secondary Goal: Health Management
- Why Users Sign Up:
- - Users look to maintain or improve overall health through diet tracking.
  - They want a comprehensive app that covers nutrition, exercise, and progress tracking.
- End Goal:
- - Build a sustainable, healthier lifestyle with consistent habits.

Jobs They’re "Hiring" HealthifyMe For:

Job 1: "When I track my calories, I want to be able to easily input and monitor my intake, so I can stay on top of my health goals."
Job 2: "When I manage my diet, I want a tool that gives me insights into my nutrition, so I can make better choices daily."

We will focus on two ICPs for optimising the onboarding process:

The Young Professional (Male, 26-35) - Prioritises quick and accurate calorie tracking to seamlessly fit into a busy lifestyle.
The Health-Conscious Techie (Female, 26-35) - Focuses on precise calorie tracking to manage their health effectively.

I'll now analyse the onboarding flow to see how well it caters to these needs and create a detailed teardown to highlight any potential improvements.

Onboarding Teardown

Here's the PDF :HealthifyMe - Onboarding Teardown.pdf

Defining your Activation Metric

Hypothesis 1: Users log their first meal within 24 hours of onboarding.

Reasoning: Early meal logging familiarises users with the app's primary function, reinforcing the value proposition and driving daily engagement.

Hypothesis 2: Users complete their profile (age, weight, height, goals) within 3 days.

Reasoning: Profile completion allows for personalised recommendations, enhancing user relevance and increasing the likelihood of continued use.

Hypothesis 3: Users track 3 meals within the first week.

Reasoning: Consistent meal tracking early on suggests habit formation, crucial for long-term engagement and retention.

Hypothesis 4: Users set a weight goal within 48 hours.

Reasoning: Goal setting provides a clear objective, motivating users to return and track their progress regularly.

Metrics to Track

Examples:

Metric	Description
D1, D7, D30 Retention	Track user return rates after 1, 7, and 30 days.
Meal Logging Frequency	Frequency of meal logging to gauge habit formation.
DAU/MAU Ratio	Daily Active Users vs. Monthly Active Users for engagement levels.
Subscription Rate vs. Retention	Compare retention between subscribers and non-subscribers.
Average Time Spent on App	Measure average session length for user engagement insights.
User Cohorts Analysis	Track behaviour of user groups over time to identify trends.
First Meal Scan Completion	Time taken for users to complete their first meal scan, a key activation metric.
Acquisition Source Retention	Retention rates segmented by acquisition channels.
Activation Event Completion	Track completion of key onboarding tasks like setting goals or connecting devices.
In-app Product Reviews	Monitor user reviews within the app for feedback on user satisfaction.
Subscription Conversion Rate	Percentage of free users converting to paid subscriptions.