Understanding the Product

What problem is Now&Me solving?

Many individuals struggle to find a safe and non-judgmental space to openly discuss their mental health and emotions, leading to feelings of isolation, stigma, and barriers to seeking professional help. A lot of mental health problems start with loneliness. A lot of care is given to physical health whereas mental health goes unnoticed.

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What is the Core Value Proposition of Twitter?

• The core value proposition of Now&Me is to provide a safe space for people to openly discuss their feelings and mental health without stigma or judgment.
• Now&Me enables users to express themselves in a safe space through the community feature, users can either post under their name or can post it anonymously.
• Other users can also comment, like or request them to DM, it all aims to give support to the person.
• Users also have an option of expert chat where they can choose to text, audio or video chat with an expert from the huge pool available at affordable prices
  

How do Now&Me user experience the core value proposition?

💬Community Feature​

• Through community feature user can express themselves in a safe space and can expect other users to help and support them. On an average, our one post has 6 comments from other users.
• Getting an option to comment anonymously helps user get support from people without revealing their identity.
  

💫Personalization and Recommendation

• While a user is getting engaged with Now&Me app, our machine learning algorithms are working tirelessly to understand user's persona and the type of content user prefers
• We then make sure the user gets to see those post which were of the their preference or interest.
• Now&Me also facilitates the distribution of resources after understanding the user behavior and persona. Resources include e-book, articles and blogs

👩‍⚕️Expert Feature

• Expert features is another offering which helps user connect to the panelist available on our platform, currently we have more than 200 active therapist, psychologist and psychiatrist.
• Users can either take audio, video or text chat. Text chat makes the 78% of all the services taken till date. These also are offered at a very affordable rate starting at 250 INR for 30 mins.
• A user experience the true value core proposition when they take more than 2 session with the expert

💰Pricing

• Now&Me community feature is free to use for all the user giving them enough safe space to the users to interact with each other
• While expert feature is paid but its pricing is very competitive to make sure each and every individual can have access to good mental health.
  

What is the natural frequency of the product and what

🙎Casual Users

• Casual users are the one who sticks to free features of the app including community feature, read recommended articles and blogs and interacts with other individuals.
• Frequency: 2 times in a week (Free Features)

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🧑‍💻Core Users

• Core users typically take paid services along with using the community and other free features of the app. These users are the one who have liked the app and want to use it in case of stress and anxiety.
• Frequency: 1 times in a week (Paid Feature), 3-4 times in a week (Free Featuress)

🏋️Power Users

• Power users typically are a strong combination of free and paid services. These users continuously keep getting the AHA moments on the platform, they are a power users of paid services as well as love and support other users on the platform
• Frequency: 3-4 Times a week (Paid Feature), Everyday (Free Features)

What are some sub products of Now&Me app

• Nemo AI : An AI bot trained by Now&Me to give you answers to your mental health related queries. This was specially designed to keep the users entertained till the user matches up with an expert. This feature was also available on WhatsApp to help people realize the important of mental health.
• This feature is available both in and out of the app
• Currently this feature is free on and off th product
• Natural frequency of the product for Casual is 3-5 days, Core is 6-7 days and power uses it about 8-9 times in day.
• This sub product receives the highest amount of engagement

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Choosing the right engagement framework for Now&Me

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• No. of Interactions: The more the number of interactions in the community the more the app gets populated with post, like and comments hence more relatable content for all the users.
• Time Spent with Experts: The expert are the revenue generation feature of the platform, the more time people spends with taking counselling, the more app generates revenue.

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Defining the Core Metrics

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🏃Active User

A user becomes active in case of either of the scenario.

• Free Users
• A free user becomes active once they have interacted through comments or like on the posts in daily, weekly or monthly basis.
• Once the user post anything on the feed in community
• If a user purchase the e-book or reads the already purchased e-book
  
• Paid Users
• Users who take paid expert services by choosing any of the expert available.
• Either buys the newly launched subscription plan
• Users who also take pay-as-per-go model.

Segmenting Now&Me's Users

1. ICP Deep Dive 🤿

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2. ​Casual/Core/Power Users👥
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3. Features Used 📱

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🪝Product Hooks

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Product Hook 1 - Polls📊

Goal of the product hook

To increase user retention and engagement on the platform making it more crisp for the user, this will also help us understand the user behavior

Problem statement

Casual users who typically use the community features reach their limit and the engagement with the app starts to fall down.

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Proposed solution

Creating product hook through Polls will provide users with more engaging content. This option to create polls will be given to each and every individual. An individual can also create polls anonymously. At the beginning to gain momentum, Now&Me will create relatable polls and share it across the community.

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Metrics to track

• No. of Polls Created: These includes all the polls created by user and answered by user. Each poll with 5+ replies will only be considered ✅
• No. of Polls Interacted/User: These include average number of polls a user engage with on an
  average.

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Ramp up Milestones

1. Talk to the current users: By speaking to current users you could find out if the idea of polls does attracts them or not
2. Build Product and Intern Test: Before deploying it to the main server, the internal teams including product, marketing, operations etc. shall test out the product and convey if the feature is built right/
3. Beta Testing: Launch the new version for some of the users to understand the motion of the user with this feature, understand if they like it, why do they like it
4. Marketing Campaign & Polls Creation: After launching completely for all users, announce the poll feature using your social media and other communication channels and before doing that make sure, the Now&Me team has already added few polls in the beginning for the audience to interact
   

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Product Hook 2 - Journey Map (Gamification)🗺️

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​Goal of the product hook

To increase user retention and engagement on the platform by guiding the users to what to do next

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Problem statement

Users getting onboarded to Now&Me platform often get confused on what to do next.

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Proposed solution

Creating a user journey map which guides the users step by step on what to do next and reward them once every achievement is complete adding a strong touch of gamification.

Journey could look like this

• User signs up and complete onboarding
• Journey map opens up
• Goal 1: Scroll through 3 post in Now&Me community
• Goal 2: Interact with 2 posts through like or comment
• Goal 3: Take your first free chat
• Goal 4: Write down your thoughts on the community
• So on..

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Metrics to track

• No. of users completed the journey upto 90% or 100% ✅
• No. of users completed the journey upto 50%, 60%, 70% or 80%
• Majority users completed journey till what percentage?
• Average time it took one user to complete the whole journey
• No. of users who skipped the user journey
  

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Ramp up Milestones

1. Talk to the current users: By speaking to current users identify if the problem is real and had then faced this while onboarding
2. Build Product and Intern Test: Before deploying it to the main server, the internal teams including product, marketing, operations etc shall test out the product and convey if the feature is built right/
3. Launch & Announce: Launch the journey map for all the users, do some creative post around the map
4. Track Metrics: Wait for sometime and look at the success metrics to identify if the users like it, also focus on the number of users who just skip away the journey in the beginning.
   

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​Product Hook 3 - Self Care Packs 🥗

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​Goal of the product hook

To increase user retention and engagement and convert free users to paid.

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Problem statement

More than 70% of our users are currently free users who do not pay anything and generally use the community feature only

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Proposed solution

Creating self care packs which will have a combination of e-books and video based learnings. It will also have different engagement activities and soothing music to help person tackle the problems

Self care packages could range from trauma to breakups, job stress, anxiety etc.

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Metrics to track

• No. of users who bought these self care packs ✅
• Users who completed these packs after purchasing ✅
• Average no. of packs purchased by a user
• Maximum number of self care packs bought by one user
• Number of users who took the first free pack and then converted to a paid user
• No. of users who buy 3 or more packages.
  

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Ramp up Milestones​

1. Build Product and Intern Test: Before deploying it to the main server, the internal teams including product, marketing, operations etc shall test out the product and convey if the feature is built right/
2. Launch: Launch the self care packs and provide the first one as free
3. Track Metrics: Wait for sometime and look at the success metrics to identify if the users like it, also focus on the number of users who do not buy after consuming the first pack
4. Club in premium subscription: Club all these self care pack in the most premium subscription on the platform, these will act as an add on.

Engagement Campaigns

Campaign 1: Casual to Core Users

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​Campaign 2: Casual to Core Users

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​Campaign 3: Only Free Feature Used to Paid

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​Campaign 4: Core to Power Users

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​Campaign 5: Casual to Core

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Understanding Retention🧲

Bird's Eye View 🐦

Calm: Day 30 Retention: 7.65%

Headspace: Day 30 Retention: 8.34%

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Retention Analysis​

• D1 retention stands at 32% of the total users who signed up for the app 1 day ago, this retention can be improved as the onboarding till use shall be improved which was highlighted in the onboarding project.
• D7 retention which stands at 16%, meaning only half of the users who retained on day 1 stays on the app, here we loose most of our users as these users onboard thinking of our app as a platform to search astrologers. This onboarding could be a result of a bad acquisition channel.
• D30 retention stands at 12.5% and the users who have made till here becomes our core users as by now they must have taken 3-4 expert chats along with some interaction in the community.
• D90, M6 and M12 retention ranges between 7.63% - 7% indicating a stable line across the retention curve stating that these users have become our retained users. They have crossed the activation mark and have became our loyal users.
• Our retention curve is better as compared to other players in the market, this could be because of the community feature which brings in most of the engagement and retention on our platform.

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As mentioned above and shown in the graph as well, those users who have retained with us more than 30% gradually becomes our core and power users as the churn rate becomes less and those users who have been using the app more than 60 days becomes the power users.

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Microscopic View🔬

Which ICP drive the most retention?

ICP 3 drives the most retention

• ICP 3 is a strong combination of free and paid user, they spent time on the app in community as well as take expert sessions on bi-weekly basis
• ICP 3 does not only looking for their good mental health but is also focused in helping and supporting other people on the platform
• ICP 3 engages a lot with audience of the app and also influence people around them to join the app.
• They spend more than 2 hours in a week on the app which is better than industry average

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Which channels drive the best Retention?

The following channels bring out the best retention of users

• Push Notification : Notification which are designed correctly keeping in mind all the the factors like user behavior, user user contentment etc drives the best retention as they either suggest the user to complete an uncomplete task or look at something amazing which the user had missed.
• Social Media : Since Now&Me is a very young platform, social media has been able to generate good rate of retention as mental health has been a grossing topic nowadays special at the time of Covid. More visual content help us people relate better and catch the content faster.z

Which sub-features or sub-products drive the best retention?

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Nemo AI: The AI agent which answers all your mental health related queries drives the best retention as it is currently acting as the protagonist of the application. Once the user onboard, Nemo AI is there to welcome you. Nemo AI also engages with once you are in the waiting room looking for the app to match you with an expert. It also acts as a support help desk member.

Defining Top Reasons for Churn

Voluntary Churn

• No good options of experts: The app lacks a diverse pool of experts, leading to a users churning from the app.
• Bad UI and bugs: The app's user interface is poorly designed, and it is plagued by bugs, making it difficult to use.
• Did not like the expert: Users did not like the pool of experts available on the app and suggest more experts with different expertise shall be onboarded.
• Non Availability of top experts: The app fails to deliver on its promise of providing top experts, leaving users without the expertise they need.
• Non Availability of experts 24x7 as promised: The app does not maintain the promised 24/7 availability of experts, causing inconvenience to users.
• Ineffective First Experience: The app's onboarding process is ineffective, as once the user enters the app they don't understand what to do next.
• For young audience only: The app is perceived as catering only to a young audience, as more of the experts available on platform have close to 2 years of experience in this field.
  

In-Voluntary Churn

• Prefers offline therapy: Users prefer traditional, in-person therapy sessions over online platforms.
• Busy Schedule: Users have a busy schedule and cannot dedicate time for online therapy sessions.
• Don't want to focus on mental health: Users are not willing to prioritize their mental health and prefer not to engage with online therapy.
• Short term goal achieved: Users have achieved their short-term goals and no longer require the services of the online therapy platform.

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Negative actions to look out for

Power Users at Risk

These are the best type of users as they spend time equally on community feature which drives retention and engagement and similarly take expert services which drives revenue for the company. These users also keep influencing and referring new users. They also engage with community a lot.

1. Reduced number of expert chats: This means that the user is no longer finding that AHA moment which he was finding earlier and hence reducing the chats with experts
2. Reduced interaction with the community: The user goal of motivating other is diminishing as they are not longer very happy with the community.
3. Reduced engagement in the community
4. Reduced word of mouth: These users act as influencers as well, dropping word of mouth could be a reason of their dissatisfaction with product.

Core Users at Risk

These users are those who loves taking expert chat from our platform but engage less with the community as compared to power, they are active in community in comparison to casual but they limit their responses and engagement.

1. Reduced number of sessions: This could mean that users are no longer finding the benefits of the app useful as before and potentially can at risk.
2. Low engagement time with the app: This means low engagement in the community through post and comments
3. Reduce the number of chats taken weekly
4. Less spend on expert chat through the app

Casual Users at Risk

These are usually those users who like engaging in the community but do not buy expert services, they mostly enjoy free services available on the platform. They always lookout for other platforms as well.

1. Increased competition or distraction. This means that users are spending more time on other platforms than on Now&Me. This could indicate that users are finding better alternatives, options, or opportunities elsewhere.
2. Negative feedback, complaints, or reviews. This means that users are expressing negative feedback, complaints, or reviews about the app. This could indicate that users are encountering problems, bugs, or errors, or that they are not happy with the features, content, or service.

Resurrection Campaigns

Campaign 1: Users who may have lost interest in community

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​Campaign 2: Users who may have stopped taking the expert chats

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Campaign 3: Users who have switched to a competitor's product

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Campaign 4: Users who are at risk of churning because they did not like the expert

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Campaign 5: Users who have been a very active users of community but do not take expert services​

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