Fostering camaraderie for stronger app retention

OVERVIEW

App based daily itinerary

Thrive app users choose a health intention like lose weight, get better sleep or reduce stress and the app serves up “microsteps” (habit suggestions) and content to help them achieve their goals.

CHALLENGE

Users were losing interest in goals and abandoning the app

Within weeks of onboarding, data showed a significant portion of users stopped using the app. Insights from interviewing churned users found the most common reasons:

Challenge users to pursue their goals

The app product team hosted a workshop with members from our executive team, behavior change specialists, and other product teams to brainstorm opportunities/features to motivate users. We decided to introduce challenges into the app. With challenges, we could:

1. Break up goals into manageable steps
2. Ensure user commitment through required actions
3. Demonstrate progressive achievement & celebrating small wins
4. Provide a communal environment, cultivating a strong sense of unity for heightened motivation and support

Leadership acquired an app to start from

After acquiring ‘ZP Challenges‘, Thrive sought to integrate it into the Thrive app. With an 82% drop-off rate from challenge opt-in to completion, a substantial upgrade was imperative.

APPROACH

Insert wrench: we couldn‘t talk to the users we were building for...

Leadership tasked us with creating the MVP of the challenges feature for a key client, yet we faced the challenge of limited access to their employees for gathering insights and testing concepts. To compensate, we decided to:

Evaluating ZP Challenges flow

ZP Challenge app users join a single challenge for a chance to win a cash prize. The premise of the challenge was pretty simple: tap the button for the category of the better choice they made for 21 days. With habit formation as the cornerstone of Thrive‘s products, we analyzed the ZP flow through James Clear‘s Habit Loop lens. A heuristic evaluation revealed a lot of opportunities to insert more cues, motivational moments, responses, and rewards.

Reviewing ZP flow from a habit loop standpoint

Competitor analysis

I explored habit tracking, fitness, and challenge apps to gain insights into the competition. This research revealed strategies, strengths, and weaknesses.

Developing a picture of challenge use cases

I collaborated closely with the client‘s representative to explore how challenges could benefit their employees. From these conversations, I distilled three key use cases with the potential to engage a substantial user base.

Organizing challenge possibilities

Drawing from the insights gathered above, I crafted a map of the elements needed to establish challenges and maintain engagement.

Product journey roadmap

In collaboration with the product manager, I crafted a comprehensive product map to streamline our design efforts.

Deciding on an MVP

I collaborated closely with key stakeholders to craft an MVP aligned with user needs, business objectives, and technical feasibility, using feature mapping and prioritization.

MVP Key Features

Success Metrics

Wireframes

First time experience

OUTCOME

Final designs

We shared wireframe prototypes with the key clientlsquo;s representative to gather feedback and refine the design. Once we achieved alignment on the MVP experience, we proceeded to build and launch it to their employee base.