Engagement & Retention project | Ultrahuman
Understand the Product
Ultrahuman is a health and fitness app that helps people improve their diet, fitness and sleep. It provides personalized insights and guidance based on data from wearables and user inputs.
Core Value of the Product
Track health (Ring, CGM) --> Personalised Insights --> Improve Personal Health & Wellbeing
- Help users optimize their health by tracking key biomarkers like sleep, heart rate variability (HRV), steps, metabolism, recovery, breathing workouts and workouts.
- Abstracts above tracked metrics to provide provide personalized scores and guidance to improve circadian rhythm, personal wellbeing.
- Offer smart goal-setting and continuous glucose monitoring (CGM) to manage metabolism and fitness.
- Foster community and accountability through Ultrahuman Zones
- Track additional biomarkers through blood tests for a comprehensive health assessment
- Deliver value through multiple channels - the Ultrahuman Content, Ultrahuman Store, and weekly ring insights
How to users experience the core value prop of the product repeatedly?
🚀 Superior Physical Product -> Status Symbol
🧪 Unique Standout Insights
🧘🏼 Unique Engagement Hooks
- Multiple Devices with 10x Better Ease of Use: Users can track their health metrics using various devices like the Ultrahuman ring, CGM sensor. The small form factor of the Ultrahuman ring allow users to monitor their health effortlessly
- Unique Insights - Circadian Rhythm Adjustment, Workout Tracking, HRV Monitoring, VO2 Max. The app provides detailed tracking of above metrics, enabling users to monitor their progress and make data-driven adjustments to their routines. The metrics presented create the awareness and feedback loop among users to make informed decisions about their lifestyle
- Unique Engagement Hooks - The app offers guided breathing exercises and multiple breathing protocols designed to help users manage stress, improve focus, and promote relaxation
- Wearable as a Symbol of Status and Conversation Starter: The Ultrahuman ring serves as a distinctive and eye-catching wearable that sparks curiosity and conversation. The "organic" association of the Ultrahuman ring with celebrities and influencers (Virat Kohli, Shreyas Iyer) further enhances its status as a desirable and prestigious health tech product
Natural Frequency of the product:
Casual - weekly, Core - daily, Power - multiple times in a day
- Casual Users: Wear ring 3-5 times a week, see weekly health insights intermittently
- Core Users: Wear ring 24/7, check the app 1-2 times per day to view insights, log key actions, breathing exercises occasionally
- Power Users: Wear ring 24/7, use the app multiple times daily to check metrics, do breathwork, log meals and workouts, engage in Zones. Quarterly blood tests
Ultrahuman sub-products
Consider Ring to be the primary product, the other sub-products in the Ultrahuman portfolio are mentioned below
Who is an active user on Ultrahuman?
An active user who periodically tracks the health scores in the appPeriodically because the frequency of the product usage varies from the product that they use. ie blood vision frequency is quarterly while that of CGM sensor or the ring is daily
Here health score can be
- Sleep Score
- Steps Score
- Recovery Score
- Metabolic Score
- Blood Vision Score
Ultrahuman’s Engagement Framework
The primary engagement lever is to increase the depth of usage with the aid of the breadth of features
User Segmentation
Below are different ICPs for Ultrahuman User
- ICP1 is a young tech-savvy professional who travels frequently. Health is important but not a daily priority yet. Ultrahuman appeals as a cool gadget that can help manage sleep and stress
- ICP2 is a married working professional in their 30s committed to fitness. They would use Ultrahuman to take their training to the next level and connect with a like-minded community
- ICP3 is a college student/young professional exploring health and fitness for the first time. They are figuring out what works for them. Ultrahuman needs to guide them at the start of this journey with beginner-friendly content, habit building, and an overall health score that's easy to understand and act on
| ICP 1 (Techie Dolphin) | ICP 2 (Gymming Lion) | ICP 3 (Enthu Butterfly) | |
| Age | 25-35 | 30-40 | 20-30 |
| Salary | 10-40LPA | 10-20LPA | 12-30LPA |
| Do they have Health Goals? | Yes not investing time daily | Yes, disciplined about spending time daily | Yes, recently started journey into fitness |
| Fitness Enthusiast? | Yes | Yes | No |
| Have used wearables in the past? | Yes | Yes | No |
| Cities | Tier 1 cities | Tier 1/2 cities (location agnostic) | Tier 2 cities |
| Occuptation | White Collar employee | White Collar employee | White Collar employee |
| Marital Status | Not Married | Married | Not Married |
| What are their interests? | - Likes to watch sitcoms, travel places - Like to spend surplus cash in trying new technology gadgets - Has a social circle to signal the new purchase | - likes to spend time in gymming, researching about new things in fitness - Has less time to pursue non-work or non-family pursuits - Seeking a new north to seek happiness | - Likes to watch sitcoms, travel places - Has friends working in other cities, remains in touch with them periodically - Lives with parents, has interest in travelling with them and assisting them in day to day activities |
| Where do they spend time? | - At work - Watching sitcoms/travel vlogs - Planning trips | - At work - At the gym - Researching fitness content - With family | - At work - With friends - Exploring new hobbies/interests |
| What apps do they use? | - Travel apps - OTT apps - Social media - Food delivery apps - Shopping apps | - Fitness apps - Health tracking apps - Productivity apps - Social media | - Social media - Food delivery apps - Shopping apps - Entertainment apps |
| What are current pain points in general wrt to health and wellbeing? | - Desk job affecting posture and weight - Irregular sleep due to binge watching - Stress from work travel - Lack of work-life balance | - Plateau in fitness progress - Increasing responsibilities at home - Busy work schedule | - Unhealthy lifestyle - Overwhelmed with health info - Unsure where to start fitness journey - Body image issues |
| Generally approve of Ultrahuman? | Yes, technologically savvy | Yes, serious about health | No, new to the concept |
| What features of Ultrahuman they like? | - Detailed sleep tracking - Circadian Rhythm tracking (travel trips) - Stress monitoring | - Workout planning - Community for accountability - Challenges and leaderboards - Guided meditation - Overall metabolic score | - Curated content - Beginner friendly workouts |
| What are their current pain points in the app? | - Timely Notifications to charge the ring - Goal based program recommendations missing | - Integration with gym equipment - Goal based program recommendations - Simpler health scores, need more data - Data mismatch between ring and apple watch | - Complex verbiage in the app |
Usage Based Segmentation
Based on the user persona which we described above, we can fit the ICP into three buckets of casual, core and power users based on product usage. The respective product usage frequency is mentioned below
| Product | Casual | Core | Power |
|---|---|---|---|
Usage Frequency | Weekly | Daily | Daily |
Ring Metrics | Weekly | Daily | Daily |
CGM Metrics | - | - | Daily |
Blood Vision | - | - | Quarterly |
Communities | - | Weekly | Daily |
Content | Daily | Daily | Weekly |
Store | - | Yearly | Monthly |
UltrahumanX (monthly subscription) | - | - | Yearly |
| ICP 3 (Enthu Butterfly) | ICP 1 (Techie Dolphin) | ICP 2 (Gymming Lion) |
RFM Segmentation
Hibernating | In Danger | Needs Attention | Loyalists | Champions | |
|---|---|---|---|---|---|
Recency | > 1 month | 2+ weeks | < 2 weeks | < 1 week | < 1 day |
Frequency (in a month) | 1 | < 5 | 5-10 | 20+ | 30 |
Monetisation | Haven’t used any ultrahuman products - acquisition is yet to be done | CGM Sensors whoose tenure is soon going to be over - engagement missing hence user not going to renew | UH Ring user, doesn’t use the product regularly due to device issues, not charging on time | Use UH Ring, thinking of purchasing the CGM sensor to track metabolism | Use multiple UH products (CGM Sensor, Ring, Blood Vision) |
User Type | Casual | Casual / Core | Core | Core | Power |
Depth of Engagement | Rs 0 | Rs 10k | Rs 30K | Rs 30K | Rs 50K+ |
Pain Points | - Find the product too costly to try - Have downloaded the app but don’t see anything to interact with | - Sensor Calibration - Product Onboarding too difficult to follow - Food items not available to log, database not complete | - Notifications missing to remind user to track metrics - Forget to charge the ring on time - No or low engagement with features eventually leading the user to move away from the product | - No active plans for improve current health - Communities missing to motivate and keep oneself accountable | - Inconsistent data with other wearable devices |
Product Hooks
Perfect Week Challenge | In-app feature promotions and content recommendations | Community Timeline and Gamification | |
|---|---|---|---|
Goal | Encourage users to consistently wear the Ultrahuman ring and log actions | Drive users to explore new features and content within the app | Increase user engagement with the Ultrahuman community (Zones). |
Success Metric | Number of active days per user per month | Feature adoption rate, content consumption rate | Number of posts, comments, and reactions per user per month |
Problem Statement | Users often forget to wear the ring or log actions consistently | Users often stick to a few familiar features and miss out on the full value of the app | Many users don't actively participate in Zones or see the value in engaging with the community |
Current Alternative | Reminders and notifications, which can be easy to dismiss | In-app feature promotions and content recommendations | Occasional prompts to join Zones and community challenges |
Solution | Introduce a "Perfect Week" challenge, where users earn rewards for wearing the ring and logging all actions every day for a week | Create a "Feature Unlock" system, where users earn points for trying new features and consuming content. Points can be redeemed for rewards like premium content access or discounts on Ultrahuman products | Launch a "Community Karma" system, where users earn karma points for valuable contributions in Zones (e.g., posts, comments, reactions, inviting friends). High karma users get recognized with badges, exclusive content, and access to private forums with Ultrahuman coaches and athletes |
Metrics to track | Number of Perfect Weeks completed, retention rate | Number of features unlocked, content pieces consumed, redemption rate | Karma points earned, number of users with badges, retention rate of high karma users |
Ramp up Milestones | 10 Perfect Weeks, 50 Perfect Weeks, 100 Perfect Weeks | 5 features unlocked, 10 pieces of content consumed, 50 points redeemed | 100 karma points, 500 karma points, 1000 karma points |
Reference Images / Solutions for different product hooks
Engagement Campaigns for Ultrahuman
Estimation of current distribution of users
- Casual (40%)
- Core (50%)
- Power (10%)
Prioritising engagement campaigns
- Move Casual → Core
- Move from Core → Power
- Retain Power Users
- Generic Campaigns for all
| Type of User to be targetted | Goal of the Campaign | Pitch/Content | Offer | Channel Frequency, Timings, and Target User | Success Metric |
|---|---|---|---|---|---|
Casual Users (ICP 3: Ethu Butterfly) Trying to move the users from Need Attention → Loyalist | Drive casual users to become more consistent in using the app and tracking metrics | " Kickstart Your Health Journey" campaign, featuring inspiring stories of users who transformed their health with Ultrahuman. Provide a step-by-step guide to building healthy habits with the app | Free 1-month access to Ultrahuman Coach for personalized guidance and support | Weekly emails and in-app notifications, timed with user's initial onboarding | Conversion rate from casual to core user, retention rate |
Power Users (ICP 1: Techie Dolphin) Attempt is to retain or move users from Loyalist → Champion | Engage power users to share their experience and refer friends to Ultrahuman | " Share the Power" campaign, highlighting the success stories and milestones of power users. Encourage them to share their achievements on social media and invite friends to join their health journey | Exclusive access to new features and beta programs, discounts on Ultrahuman merchandise for successful referrals | Monthly newsletters featuring top power users, referral reminders triggered by significant milestones | Number of referrals, social media mentions, user-generated content |
Core Users (ICP 2: Gymming Lion) | Encourage core users to explore advanced features and content for optimizing their fitness routines | " Level Up Your Fitness" campaign, showcasing advanced workout plans, nutrition guides, and recovery techniques from Ultrahuman experts. Highlight the benefits of leveraging data-driven insights to reach new fitness peaks | Unlock advanced features and content by completing fitness challenges and maintaining streaks | Bi-weekly in-app notifications and emails, aligned with user's workout schedule and goals | Adoption rate of advanced features, content consumption, improvement in fitness metrics |
All Users (ICP 1, 2, 3) | Drive engagement with Ultrahuman Coach and community features | " Your Personal Coach, Your Ultrahuman Community" campaign, emphasizing the benefits of personalized coaching and community support for staying motivated and accountable. Feature success stories of users who leveraged these features to achieve their health goals | Limited-time free access to Ultrahuman Coach, spotlight feature for top community contributors | Monthly in-app notifications, dynamic triggers based on user's engagement level with coaching and community features | Adoption rate of coaching and community features, retention rate, user satisfaction scores |
All Users (ICP 1, 2, 3) | Drive engagement with the AI-powered Ultrahuman Coach for comprehensive health tracking and personalized guidance | " Your AI Health Companion" campaign, introducing the Ultrahuman Coach as an intelligent, always-available guide to help users navigate their health journey | - provide personalized insights, recommendations, and motivation based on the user's unique health data, goals, and preferences - setting up custom goals and tracking plans based on the user's health profile | Daily check-ins with the coach to review progress, adjust plans, and receive personalized recommendations Personalized messages and rewards from the coach when users achieve significant health milestones or maintain consistent tracking streaks | Adoption rate of the Ultrahuman Coach feature Number of health metrics consistently tracked per user Frequency and duration of user interactions with the coach |
Retention Design
Retention Curve of Ultrahuman
The retention curve likely flattens around the 3-4 month mark, as most casual users who do not find sustained value will churn by this point. Core and power users who experience the full value of Ultrahuman's ecosystem are more likely to remain subscribed long-term
Factors Driving Retention
| Channels of acquisition that drive retention | Organic adoption, word-of-mouth referrals likely drive the highest retention, as these users already have positive perception and intent. Paid social media and influencer campaigns focused on Ultrahuman's unique value props and aspirational brand don’t attract high-retention users as the intrinsic motivation is less in such cohort of users |
|---|---|
| ICPs that have higher retention | ICP 2 (the Gymming Lion) likely has the highest retention, as they are disciplined fitness enthusiasts who will utilize Ultrahuman's insights and community to optimize their routines ICP 3 (the Enthu Butterfly)has high short-term engagement but may churn without developing long-term habits ICP 1 (Techie Dolphin)retention depends on how they engage with product features, can go either way into the power users bucket or they can easily go into the Voluntary Churn bucket. |
| Subproducts which drive higher retention | Ultrahuman Ring and the metabolism/fitness insights it unlocks are core to retention, as the Ring has a clear unique value and becomes indispensable to users' routines. Breathwork, Coach, and the Community also drive the depth of the engagement |
Reasons of Churn - Negative Actions
Voluntary Churn Reasons | Involuntary Churn Reasons |
|---|---|
- don't understand value of Ultrahuman scores (diet, sleep, and fitness) - frustration with the Ring battery/sync - challenges building consistent habits - lack of motivation without an active goal | - payment failures to purchase product - hardware defects or reliability issues with devices - app bugs or downtime impacting core functionality |
Negative Actions for Ultrahuman
- Reduction in Ring and in-app activity after the first 1-2 months
- Opting out of coach and community features
- Ignoring re-engagement campaigns
- Visiting cancellation or FAQ pages
- Raising complaints without resolution
- Payment declines or termination of subscription
Resurrection Campaigns
| Problem Statement Being Addressed/Campaign Goal | User Type | Product/Business Change | Pitch/Content + Offer | Channels Frequency and Timing | Success Metric |
|---|---|---|---|---|---|
Re-engage users who have been inactive or inconsistent in using the app | Lapsed Users (All ICPs) | Notifications Journey to activate lapsed customer | " We Miss You" campaign, reminding users of their health goals and the value Ultrahuman provides in achieving them. Share updates on new features and content that aligns with their interests
| Trigger-based emails and push notifications after 1 week, 2 weeks, and 1 month of inactivity | Reactivation rate, retention rate, number of re-engaged users |
Improve retention of users who are not utilizing the full ecosystem of Ultrahuman devices and services | Ring-only Users | Targeted initiatives to promote adoption of other devices, Breathwork, and Community features | " Unlock Your Full Potential" campaign, educating users on the synergistic benefits of the Ultrahuman ecosystem. Personalized content based on their health snapshot and goals
| In-app notifications, Coach message through notification / WhatsApp | Adoption rate of different devices and other features engagement score of different features |
Resurrect users who involuntarily churned due to payment or fulfillment issues | Involuntarily Churned Users | Proactive payment issue resolution, flexible billing options, and expedited device replacement | " We Want You Back" campaign, apologizing for the inconvenience and reaffirming Ultrahuman's commitment to their success
| Personalized email and SMS, in-app notifications, phone outreach
| Reactivation rate, resolution time, retention of resurrected users |
Identify and engage power users at risk of churn due to boredom or lack of fresh challenges | Power Users (ICP 2 - Gymming Lion) | Rewards tiers to drive next-level achievements | " Your Next Chapter" campaign, celebrating their achievements to date and enticing them with exclusive opportunities to up-level their game. Showcase elite athlete and power user social proof
| Coach challenges, in-app social feed of the app
| Program enrollment and completion rate, incremental revenue |
Introduce a new AI powered personal coach that provides adaptive guidance, realtime feedback, and intelligent goal setting | Lapsed Users (ICP 1 - Techie Dolphin, ICP 3 - Enthu Butterfly) | In-app AI powered personal coach | " Meet Your Ultimate Health Companion" campaign, highlighting how the AI coach transforms the Ultrahuman experience by providing the most personalized and effective recommendations to achieve results
| email and in-app onboarding sequence introducing the AI coach
| Resurrection rate, program completion rate |
Some fun after a long read 😄 - thanks for reading!
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