ICP

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JTBD

Level Supermind, for all ICPs, primarily serves personal goals. The social, financial and functional goals are interlinked with their personal goals. Within personal goals, however, the “use case” or the “Jobs to be done” differs for various ICPs.

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For students (ICP 2) - Personal

It’s primarily used to improve focus, concentration and deal with exam related stress and anxiety.

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Observations: While the goal was to cope with the academic lifestyle, some students also used it for social signalling amongst the peer groups to “look cool.” They often engaged in Instagram-centric content loops by sharing in-app content on their stories. They used the step tracker and diary to suit some functional needs as well.

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For professionals (ICP 1) - Personal

It’s primarily used to improve productivity, sleep better and explore mindfulness and spirituality.

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Observations: A lot of these members didn’t necessarily know or realise that they needed content to sleep well. Their primary reason for signing up was to use the library of guided meditation and yoga/workout sessions by experts. The “sleep” based content on the app became an acquired need for these users. Similarly, a lot of “Ancient Wisdom and Stories” too became an acquired taste after coming on the app. While most users appreciate features being added, the new ones find the experience cluttered and not personalised enough.

Onboarding Teardown

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Onboarding Teardown - Level Supermind.pdf

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Activation Metrics

1. Completed first guided meditation in 24 hours

Hypothesis: Users who engage with their first guided meditation within 24 hours of sign-up are more likely to continue using Level SuperMind regularly.

Reasoning: This metric signifies immediate user engagement and interest in the app's core offering. User gets to experience it first hand and is likely to have a positive moment post the first guided meditation. User realises or gaugess value of the product at this stage. Quick adoption of meditation practices indicates a higher likelihood of long-term usage and satisfaction. It demonstrates early commitment.

Metrics: It’s an event so it’s a straightforward tracking. However, cohort of users who didn’t complete a guided meditation in the first 24 hours and those who did should be separately tracked for D3, D5, D7, D14 and D30 retention, subscription rate, lead time or TAT for subscription, and referral rates.

2. Set a Daily Reminder for Meditation within 48 hours.

Hypothesis: Users who set a daily reminder for meditation within the first day of onboarding are more likely to establish a consistent practice with Level SuperMind.

Reasoning: Setting a reminder shows an intention to integrate meditation into one's daily routine. Users who take this proactive step early on are likely to prioritize their mental well-being and make Level SuperMind a part of their daily habits.

Metrics: Retention and subscription rate of people that set a reminder and those that don’t will be compared to see if it actually makes a difference.

3. Complete a 3-day Streak within 1st Week

Hypothesis: Users who achieve a 3-day consecutive streak within the first 7 days of sign-up are more likely to become highly engaged and long-term users.

Reasoning: This metric focuses on completion of a significant app related related milestone. Completing it shows a great initial interest and commitment. Users who form this early habit are more likely to continue it. Coming back to the product also means, they are happy with the offering.

Metrics: Similar to above, 2 cohorts of users would be created (those who complete the milestone vs those who don’t) to compare retention, subscription rate and referral rates.

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4. Complete a 7-day streak within first 14 days.

Hypothesis: Users who achieve a 7-day streak within the first two weeks are more likely to become paid users.

Reasoning: Competing a 7-day streak early on shows the effort taken by the user to integrate the product as a part of their routine and that they are slowly realising the value of the product. This encapsulates a high level of user commitment to use the app regularly and have an increased engagement and retention. They would be more likely to continue their streak and eventually subscribe to the product.

Metrics: Here, we’ll compare

1. Cohort of users who completed a 7-day streak
2. Cohort of users who completed a 5-day streak
3. Cohort of users who completed a 3-day streak
4. Cohort of users who completed their first guided meditation in first 24 hours
5. Cohort of users who have less than a 3-day streak.

D3, D5, D7, D14, D30 and D45 retention, subscription rate, average session time, referral rate and engagement with social content loop, will be tracked and compared to figure out an ideal “Streak” length for the activation metric. We’ll also take a look at the attribution chart to figure our the sources of these users.

5. Shared an affirmation on the Instagram story or text within first 3 days.

Hypothesis: Users who share an affirmation from the app on the instagram story are more likely to commit to the app and refer it their friends.

Reasoning: Users, when they share the daily affirmation screen on their story or with their friends, themselves get a positive reinforcement and place themselves in an unsaid social commitment to keep using the app as they feel they are now mentally and socially associated with it. This milestone should lead to an increased referral rate and subscription rate.

Metrics: Referral rate and subscription rate of user cohorts that achieved the milestone and the cohort that didin’t.

6. Engaged with 2 Yoga/Workout session within first 5 days

Hypothesis: Users who explore workout/yoga sessions alongside meditations are likely to realise a greater perceived value from the product thereby increasing the subscription rate.

Reasoning: Early engagement with fitness-related content indicates an interest in overall well-being. Users seeking a comprehensive wellness solution are more likely to remain active and explore different features of the app. They’ll derive more value from the app thereby possibly increasing the subscription rates.

Metrics: User cohorts who complete 2 Yoga/Workout session alongside guided meditation within first 5 days vs user cohort that doesn’t complete the required milestone but just guided meditations (for a single variable change) to be compared for increased subscription rate and engagement time and frequency.