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or 100+ such problems

👎 What are we doing wrong?

We take care of what we put on your skin, we take care of what you eat, we take care of how many calories you burnt in the gym to look good and have good physical health. But....

What about your mind which goes through 70,000 thoughts 🤯 in a single day. Our brain too needs the care, mental health is as necessary as physical health 💉

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🧠 How are we solving this problem & making mental health accessible?

1. What Now&Me is all about?: Now&Me is a mental wellness B2C platform which not only let's you engages with the community on the product but also let's you chat with experts just instantly. We also have a special feature where you can hide your identity while posting something in the community and getting to hear back from other users without revealing your name and any information.
2. What is this community feature: A user can engage with the community by posting anything they are feeling anonymously and other user can engage with the post that too anonymously. We take privacy to the next level.
   
3. Who are these experts? : Now&Me has a wide range of experts from people having 2 years of experience to experts having 8+ years of experience. These experts include psychiatrist, therapist and psychologists
4. Which stage is this product at? : Early Scaling, 100K+ users on the platform
5. Typical User Flow
   
   A. User opens up the app on their mobile
   B. User choose their reason to be on the platform which could be : career stress, relationship etc
   C. Users are then taken to the home screen where they can see a lot of posts and stories
   D. User scrolls through the community
   E. App suggest them to checkout the expert section
   F. User looks at the multiple expert option divided into multiple different categories
   G. Selects one expert by looking at their reviews and bio
   H. Selects the minutes you want to the expert
   I. Pay for the services and chat instantly
   J. User completes the chat
   K. Get an option to rate and review the expert
   L. User once gives a good rating is then taken forward to referral page
   M. User can earn rewards by referring friends and family

💡Defining ICPS

🎙️User Interviews

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(No sad users were harmed during the process)

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❤️‍🔥 Devashi - ICP 1

Devashi who is a college student, she is studying MBA and in his final year. She has been facing anxiety and stress due to recent problems, she has been facing in his long term relationship. Her problems started when she moved abroad to continue his studies. Long distance relationship did not work for them and they split up.

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She discovered Now&Me through performance marketing. she was casually watching reels on Instagram when she discovered that Now&Me has a lot of people on their community which face the similar issue

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While getting onboarded to the platform she was not really happy with onboarding as she faced some minor bugs but once onboarded she really liked the UI of the product, the iconography and the font.

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She then discovered the expert feature where one choose to talk to an expert from a large pool at minimal cost in comparison to offline therapy. She really liked the huge pool of experts which ranged from psychologist to therapist. She took her first 5 mins of free chat and continued with the same expert for 45 mins. She has been using the app since

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JTBD for Devashi

🎆 Ashima - ICP 2

Ashima a working professional with an experience of 5 years working with a growth startup. She was told about our platform through a friend of hers who also has been an active user of our app.

Ashima who had faced career stress tried offline therapy but could not find the right expert for herself, when onboarded to the platform she liked the community feature which allowed users to post anonymously and engage with other users.

She then used the expert feature where she found a huge pool of experts and chose one which did not choose her for her next calls, she switched to a different expert and has been a retained users since then

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JTBD for Ashima

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👩‍🦳Sidhi - ICP 3

Sidhi a 27 year old woman who lost her husband 2 years back in an accident came to our platform through google ads, she was looking for a psychiatrist in Delhi when she found our product. She is a single working woman in a high paying job.

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Sidhi who is going through a lot due to shifting to a new place for the current job and has also been stressed about being away from the family. She has been living in Bangalore for the past 2 months while her daughter is staying in Delhi with her grandmother.

Sidhi while liking our approach to community feature and experts panel on the platform, she feels we shall add more diverse experts on the platform. She liked our platform charges a lot less as compared to offline therapy.

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JTBD for Sidhi

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🏋️Priya - ICP 4

Priya who has been working in corporate job for 1 year now, she was onboarded to our platform through offline marketing channel, an event which took place near hear office

Priya lives alone in her apartment and had been stressed about the slow weight loss journey she is going through, she has been an active paid user of Healthifyme but couldn't go through an ideal journey of weight loss phase

Priya is a very active user of our app and she really fascinates the chat based therapy approach as she loves interacting with people only through text messages. She is really happy with the support given by expert.

JTBD for Priya

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🌀Bhupinder - ICP 5

Bhupinder who is semi-professional football player currently playing in i-league with a well known club, he came to know about Now&Me through a referral from his friend.

Bhupinder loves playing football and going out but recently he has been feeling alone due to which he feels his gameplay has been affected, he is not a very frequent user of the app but feels our expert recommendation are a value add. He continues to consult different experts from the pool but doesn't have any bad review for the experts he had consulted before.

Now&Me app alleviates his stress and diminishes feelings of loneliness.

JTBD for Bhupinder

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🖇️Yash - ICP 6

Yash who is a business owner of a boutique co-owned by her ex-wife was onboarded to our app through google ads.

He recently divorced his wife and currently living with his parents. He has been stressed for a while and joined our app in hope of getting some help. He really liked the community feature where he can engage anonymously with other users. He took video therapy where his experience was not really upto the mark as he suggest the app should have an in-built video chat feature.

He is a frequent user of the platform and engages on the community as well.

JTBD for Yash

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Summarizing ICPs

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Summarizing JTBD

🌟Jobs To Be Done

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Teardown - Existing Onboarding Flow

Click here to visit slides

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New Onboarding Flow

While Now&Me currently onboarding flow is fine at many elements but its yet to capture the right cognitive biases specially progressive disclosure which shall be a main focus point for a company like Now&Me dealing in a wellness space where a lot of efforts are put into making the user feel calm.

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Activation Metrics

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Hypothesis 1

90 mins of chat therapy with same expert in 7 days

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Reason

One of the core feature of the platform is to connect with top therapist at a reasonable price. Average session of chat based therapy is 30 mins and if a user spends 90 mins with the same therapist in a single week it is an indication towards the user that they really like their therapist and are consulting them continuously.

Hypothesis 2

12 times engagement through comments on posts in 3 days

Reason

If a user engages in the community it means that they have started to get the kick of the product. The product is all about helping and supporting each other. If a user engages 12 times in 3 days this means he likes the product and getting hang of it

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Hypothesis 3

4 times video therapy with single therapist in 14 days

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Reason

Video therapy is taken less amount of times in comparison to chat based therapy because it costs more and the product itself is marketed as chat based therapy but once a user takes 4 session of video therapy where each session is of 45 mins which means the user has liked the product and is retained on the product as well.

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Hypothesis 4

3 posts in 10 days

Reason

One of the most liked feature of the app is posting your feeling anonymously and once a user starts expressing themselves on the platform without people thinking about the people signifies that they have liked the product. While receiving comments on that post is a AHA moment, multiple post signifies their likeness of the product.

Hypothesis 5

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20 times engagement, 3 session of chat therapy in 7 days

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Reason

One of the core feature which helps in increasing the percentage of free to paid is the community feature, as users first try out the free features and a user engaging 20 times in the community have a very high chance in converting a paid user. Community features helps in creating retention and hence better rate.

Metrics to Track

1. DAU and MAU
   
   Now&Me platform has been structed as a safe community plus a paid expert platform where in the activeness of the community is defined by daily active users and monthly active users. To keep the community spontaneous and very active it is crucial to maintain a good DAU. If there are more daily users on the app which will improve the rate at which user engages with one another.
   
   DAU is defined as
   I. A user who either uses the application for more than 7.5 minute as this is amount of time to look at 20+ stories and 10+ posts
   II. A user who engages through like, comment, message etc even once in a day
   
   MAU is also defined as a user who has engaged even once in 30 days through any form.
   
   
2. Free to Paid Customer
   
   While having a community app it becomes immensely important for the platform to maintain a good ratio of free to paid customer. While customer gets their AHA moment using the community feature, paid feature helps in getting revenue.
   
   A good free to paid customer is around 30:1, for every 50 users who uses the platform, 1 person becomes a paid user. Goal is to improve this ratio in long term
   
   
3. NPS/CSAT
   
   It is very obvious that its recommended to maintain a good NPS/CSAT score, these metrics shall be tracked differently for both paid and free users to understand where the next focused shall be.
   
   The metrics listed for the Now&Me activation and onboarding project are crucial for understanding the effectiveness of the user onboarding process and the overall user experience. Here's why each of these metrics is important to track:
   
   
4. D1, D7, D30 Retention Paid vs Free
   
   D1, D7, D30 Retention: Tracking retention rates at different time intervals (Day 1, Day 7, and Day 30) helps understand how well the onboarding process is retaining users. This metric is essential for identifying early drop-off points and optimizing the onboarding process to improve retention.
   
   Paid vs Free: Comparing retention rates between paid and free users provides insights into the effectiveness of the onboarding process in converting free users to paid ones. This metric helps identify areas where paid users are more likely to drop off and optimize the onboarding process accordingly.
   
   
5. NPS/CSAT Paid vs Free:
6. • NPS/CSAT: Net Promoter Score (NPS) and Customer Satisfaction (CSAT) metrics measure user satisfaction and loyalty. Tracking these metrics for both paid and free users helps understand how well the onboarding process is meeting user expectations and identify areas for improvement.
   • Paid vs Free: Comparing NPS/CSAT scores between paid and free users provides insights into how well the onboarding process is meeting the needs of different user segments. This helps optimize the onboarding process to improve satisfaction and loyalty among both paid and free users. In Now&Me where users are divided into two main category it becomes important to know metrics for both the category.
     
     
7. One Time paid chat vs three times paid chat by the same user:
8. • One Time Paid Chat: This metric tracks the number of users who engage in a single paid chat session. It helps understand the effectiveness of the onboarding process in converting users to paid sessions.
   • Three Times Paid Chat: This metric tracks the number of users who engage in multiple paid chat sessions. It helps understand the effectiveness of the onboarding process in retaining users and encouraging repeat business.
   • By the Same User: Comparing these metrics for the same user helps understand how well the onboarding process is retaining users and encouraging repeat business.
     
     
9. Community Engagement vs Paid Chat:
10. • Community Engagement: This metric tracks user engagement within the community feature of Now&Me. It helps understand how well the onboarding process is engaging users and encouraging them to participate in the community.
    • Paid Chat: This metric tracks the number of users who engage in paid chat sessions. It helps understand the effectiveness of the onboarding process in converting users to paid sessions.
    • Comparison: Comparing community engagement and paid chat metrics helps understand how well the onboarding process is balancing community engagement with paid sessions.
      
      
11. Multiple Session With Same Expert vs D7 Retention:
12. • Multiple Session With Same Expert: This metric tracks the number of users who engage in multiple sessions with the same expert. It helps understand how well the onboarding process is retaining users and encouraging repeat business with the same expert.
    • D7 Retention: This metric tracks the retention rate of users at Day 7. It helps understand how well the onboarding process is retaining users in the first week.
      
      
13. Multiple Session with Different Experts vs D21 Retention:
14. • Multiple Session with Different Experts: This metric tracks the number of users who engage in multiple sessions with different experts. It helps understand if retention is affected incase of multiple experts chosen
    • D21 Retention: Calculating their retention on D21 to understand if there is a good or a bad retention curve
      
15. Chat Based Therapy to Video Based Therapy:
16. • Chat Based Therapy: This metric tracks the number of users who engage in chat-based therapy sessions. It helps understand the effectiveness of the onboarding process in converting users to chat-based therapy.
    • Video Based Therapy: This metric tracks the number of users who engage in video-based therapy sessions. It helps understand the effectiveness of the onboarding process in converting users to video-based therapy.
    • Comparison: Comparing these metrics helps understand if users are shifting towards video therapy after a certain number of times of chats.
      
      
17. Users Acquired through organic vs Users Acquired through Performance Marketing:
18. • Users Acquired through Organic: This metric tracks the number of users acquired through organic means (e.g., word-of-mouth, social media, SEO, etc.). It helps understand how well the onboarding process is retaining users acquired through organic means.
    • Users Acquired through Performance Marketing: This metric tracks the number of users acquired through performance marketing (e.g., paid ads, etc.). It helps understand how well the onboarding process is retaining users acquired through performance marketing.
    • Comparison: Comparing these metrics helps understand how organic users are doing vs the users who came through performance marketing as organic users are always said to be the high intent users.
      
      
19. User Acquired vs D7 Retention vs D21
20. • User Acquired: This metric tracks the number of users acquired through various channels (organic, paid, etc.). It helps understand how well the onboarding process is retaining users acquired through different channels.
    • D7/21 Retention: This metric tracks the retention rate of users at Day 7/21. It helps understand how well the onboarding process is retaining users at certain time period.
    • Comparison: Comparing these metrics helps understand how well the onboarding process is retaining users acquired through different channels and at different time intervals.
      
      

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