Onboarding project | HealthifyMe

Hi,

Healthify (formerly HealthifyMe) is a digital health and wellness platform that focuses on helping users achieve their health and fitness goals through personalized diet plans, workout routines, and expert coaching. Founded in 2012 by Tushar Vashisht, the app has rapidly grown to become one of India’s leading health and fitness apps, with millions of users relying on its features to manage their diet, track calories, monitor physical activity, and receive expert advice.

The app stands out in the crowded health and fitness app market due to its strong focus on personalization, integration of AI technology, and comprehensive approach to health management. Its success is reflected in its high user ratings and extensive media coverage.

Healthify is a holistic health companion that empowers users to take control of their health and achieve lasting results. In October 2023, the application posted a 1.2X jump in its operating revenue while slightly narrowing its losses. In December 2023, the app partnered with food delivery app Swiggy to allow its users and subscribers to order food and groceries based on diet recommendations made by its AI coach, Ria. This feature is currently been tested (as Healthifynder) before being rolled out permanently.

Note: Throughout the project, the app will be referred to as either ‘HealthifyMe’ or ‘Healthify’.

Core Value Proposition

Defining the core value proposition helps us to understand the product and collect valuable insights from user interviews.

Clear defining of health and fitness goals. HealthifyMe enables users to define their goals to get started.
All-in-one dashboard. The app is used for tracking important elements such as weight, water intake, calorie intake, calories burned, no. of hours slept. This helps the users to build a habit.
HealthifyMe applies to almost all age groups as the app provides customization of meal and workout plans.

Ideal Customer Profile (ICP) for HealthifyMe

The below ICPs have been created based on ~15 conversations with existing HealthifyMe users. An ICP which constitutes 80% of the user is provided below. This not only aids in understanding customer behaviour but also the customer's perception on the product - UX/UI.

Criteria	Details
Age	25-40 years
Gender	Female (60%), male (40%)
Occupation	White-collar professionals (who are fitness enthusiasts)
Working Hours	9 a.m. to 6 p.m. (typically 8 hours/day)
Education Level	Undergraduate
Marital Status	A combination of single and married. Married (60%), Single (40%)
Family Size	3 - 4 members
Geographical Location	Tier 1 cities - Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Kolkatta, Pune, Ahmedabad, Surat and Vishakapatnam
Vegetarian / Non-vegetarian	Vegetarian (50%) and Non-vegetarian (50%)
Time VS Money	Time-conscious
Technology Adoption	Early adopters
Engagement on	Social Apps - Instagram, YouTube, WhatsApp, and fitness apps. Plays a sport or workout for 1 hour
Pain Points (before using the app)	Lack of personalized diet plans, inconsistent workout routines, difficulty tracking progress, lack of motivation
Solution (Before Using the App)	Generic diet plans, random YouTube workout videos, manual tracking, and occasional gym visits
Motivation to Shift to the App	The desire for a more structured and personalized approach to health, the need for accountability, and the convenience of digital tracking
Marketing Pitch	Efficient in tracking progress, and motivation to achieve goals but requires too much effort to feed information.
Acquisition Channel	Social media ads (mainly Instagram ads), and word of mouth
Pain Point (On Product Usage)	Complex UI (main page dashboard is complicated and doubtful of the accuracy of tracking nutrients through ‘Snap’ feature). Requires too much effort to feed information.
Goals (Based on the Product)	Weight loss, fat loss, increasing strength and muscle
Product Effectiveness on Goals	High satisfaction with noticeable results. Helps in tracking weight and macronutrients. Also helps in building a habit
% of Goals Achieved	30-40%
Product Usage Duration (No. of Days)	6 months to 2 years
Frequency Use Case	Everyday use for diet and workout tracking
Average Time Spent on the App	10-15 minutes
Average Value Spent on the App	INR 1000 -1500 per month
Willingness to Refer	High (About 80% of users likely to recommend to friends and family)
Key Features Used/Values	Food log, calorie tracker, and progress tracking (graphical representation)
Subscription Usage	Yes
Is the Subscription Worth It?	Yes
Aha Moments	Realizing weight loss progress, viewing the graphical representation of the journey (weight loss, fat loss, no. of steps taken, etc.

Valuable Insights on Healthify's UXR

Apart from narrowing on an ICP, user interviews gave insights into the product's UX.

Frequent push notifications remind the user to input data into the trackers, even if they occasionally forget.
The daily 'Goal Achieved' milestone provides an AHA moment for the user. - Variable Reward bias
The lack of cohesion between multiple features makes users feel distracted when they open the dashboard.
Some users expressed that the membership benefits feel redundant and would prefer smaller, modular membership options that allow them to subscribe to select features. This will model will improve the LTV.
Users focused on fitness goals like building muscle often feel disconnected from the app's primary messaging, which is centered around 'Weight Loss.' This misalignment can result in decreased user engagement, leading core users to become casual users, or casual users to churn entirely.
Many casual users, who are not paid subscribers, engage with the app by tracking macros for a limited duration (typically 3-4 weeks). They often discontinue tracking as they feel they have acquired sufficient knowledge to manage their dietary intake independently.
Users who primarily seek workout guidance express a preference for alternative sources such as YouTube or other fitness apps like Cultfit, Nike Training Club, and Fittr. These alternatives are perceived as offering a better workout experience.

Since this is not a product that I work with I face the challenge of observing user behaviour. Therefore I assume that after watching session recordings of specific users, I was able to validate the information that was collected through user interviews.

Customer Journey Map

Now that the user interviews helped us to identify 'Who is signing up?', it is important to know 'What are they trying to do?' by drawing a customer journey map. This customer journey map below is an idea of what the customers are doing with the app in general.

JTBD

Goal Priority	Goal Type	Statement
Primary	Personal	To maintain a healthy lifestyle by tracking and monitoring progress in health goals.
Secondary	Social	To look good in front of friends and family.
	Functional	N/A
	Financial	N/A

Validation of Hypothesis

Since the product is in the mature stage, the questions for validating the hypotheses are,

Does it impact the retention curve?
Does it increase on referral or WOM?
Does it improve LTV?

Hypothesis	Reasoning	Validation	Metrics to be tracked
Users who spend 10 minutes/day for 7 days	On speaking to users, it was found that it takes an average of 10 minutes to enter information on all logs. D7 metric will be ideal as the user would have to be familiar with the app features.	This hypothesis has an impact on the retention curve	D1 & D7 retention
Users who use 2 or more features during the first 30 days.	Once the user starts to track their calorie intake (a primary feature on the app for all users) there is a lack of AHA moments. However, when more features such as analyzing micronutrients, and consulting nutritionists or fitness trainers are more likely to be retained.	Has an impact on the retention curve and increases on referral.	D30 retention
Users who refer 3 or more friends in 6 months	Referral shows loyalty and constant engagement with the app. The referral bonus is INR 150 credits for the first 3 referrals.	Increases on referral or WOM and improves LTV.	Number of referrals in correspondence to the time taken.
Users who spend a minimum of 15 minutes every day	For a user to truly find value in the app, he/she must be ready to devote the time required. Based on interviews, a user on average spends 15 minutes on the app.	Impacts retention curve	Average Time spent on app
Users who have subscribed to HealthifySmart for at least 3 months.	The basic subscription starts at Rs 1899 for 3 months. Subscribing shows commitment to the app. On the other hand, the app sends push notifications or sometimes calls the user to follow up.	Impacts the retention curve, increases referral or WOM, and improves LTV.	Subscription Vs Retention

Based on the above table, the hypothesis 'Users who have subscribed to HealthifySmart for at least 3 months' is the ideal activation metric as it answers 'yes' to all the 3 validation questions.

Onboarding Teardown

The onboarding teardown is attached as PDF.

Final_HealthifyMe_Teardown.pdf

In conclusion, the hypothesis validated must be deployed to improve retention, and insights on UXR must be implemented for a better onboarding experience. More suggestions are given in the onboarding teardown.

URL

Hi there! We'll take this one step at a time

Define the ideal customer profile (ICP)?

Do user calls to understand the customer for your product and come up with two ICP's.

(there are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them. It also helps bring out the various details you have gone into understanding your users better)

B2C Table

Criteria	User 1	User 2
Name
Age
Demographics
(refer the table below)
Need
Pain Point
Solution
Behaviour
(refer the table below)
Perceived Value of Brand
Marketing Pitch
Goals
Frequency of use case
Average Spend on the product
Value Accessibility to product
Value Experience of the product
Notes

B2B Table:

Criteria	ICP1	ICP2
Name
Company Size
Location
Funding Raised
Industry Domain
Stage of the company
Organization Structure
Decision Maker
Decision Blocker
Frequency of use case
Products used
in workplace
Organisational
Goals
Preferred Outreach Channels
Conversion Time
GMV
Growth of company
Motivation
Organization Influence
Tools Utilized in workspace
Decision Time

Define user goals and JTBD

Understand user goals and their JTBD on the platform. When looking at user goals, look at 4 themes, user goals will always be within one of the four.

Personal Goals
Social Goals
Functional Goals
Financial Goals

For Cult:

Personal Goals —I want to lose weight for my upcoming vacation
Social Goals —I want to look good in all photos

For RazorpayX:

Functional Goals—I want to automate and track 50+ vendor payouts in a week
Financial Goals —I want to be tax compliant so I’m not fined later

Do user research to validate or invalidate these goals.

You want to talk to users and understand why they're signing up. What's the end goal for them and for what job are they "hiring" your product for.

Onboarding Teardown

What should the teardown include?

The entire onboarding process. Just like we did in the deep dive session —

Start right from your homepage or App listing page
Take screenshots of every single page and interaction throughout the onboarding right till activation.
Start by putting yourself in your customer's shoes. Have empathy for their pain points and then analyze the page/screen.

Here’s a list of things we’d recommend you evaluate your onboarding on:

Does this page/screen help get my job done?
How am I feeling while being on boarded for this product?
What part of the onboarding experience is giving me that aha moment?
What screens would you change/add and why?

Also, evaluate your onboarding on the cognitive biases.

Don't worry, you don't have to include biases but it's a good practice to start tagging things to their respective biases.
(We identify issues when we are able to tag/name them, yes another bias)