MEYOU HEALTH
Product Manager & Product Designer 2014-2016
Nominated for a Webby Award in 2016 for Best Health App. Directed the product strategy, ideation, and design for the Webby-nominated weight management health and fitness app, Hello 200, which received 5-stars in the app store. Coordinated design and engineering teams, mapping user goals, assigning stories, and relentlessly pursuing product-market fit. Oversaw a cross-functional team of designers and engineers, working on bi-weekly Agile sprints to consistently deliver scalable value.
First Run Case Study
Context
Research shows cutting 200 calories a day can help people maintain a healthier weight. Hello 200 is a fun yet simple app that helps you take small steps toward healthier living by offering 200 ways you can make adjustments to your diet. As you work toward better eating, Hello 200 rewards your achievements along the way. The app has a built-in community of fellow 200-ers where you can share your successes, offer suggestions, find inspiration, stay accountable, and encourage each other.
Problems
45% of users don’t register
Of the users that register, 21% are gone within 3 clicks (11% on screen 1, additional 10% by screen 3)
40% of new users don’t “Do a 200”
Of total downloads, 70% of users are not active.
Hypotheses
Registration form is asking too much from a random user, information is a form of currency, asking the new user to entrust the app with their information before they’ve been given any value
When the user is in, there is no clear path on what they are supposed to do or how to do it, information about the app, what it is/what you are supposed to do is spread out all over the place (landing page, store, intro screens), is abstract, is not in context, is easy to forget and ignore
If they don’t do anything, there is no reason to come back
Output
Show value as quickly as possible with Priming and Progressive Profiling
Focus on the simplest possible action. “Make it so easy you can’t say no”. Guide the user to do a 200 right now.
Provide Just-in-time information, in context and easy to remember (and re-remember) with simple prompts on each screen
Tighten the hook: trigger, action, variable reward, investment, repeat - Post something that can be smiled on ie. Joining the app and doing your first 200
Results
Day 0 activations and 200 completions more than doubled.
90 Day Retention increased from less than 30% to 47%
