Case Study: Enhancing User Engagement and Habit Formation with Fitcoins on the Alyve App
Alyve Health: B2B2C platform for preventive care in organizations
What are our services? What we aim to which?
Preventive ● Goal is to continuously improve
Care Plans
the clients company's Health
Score over time.
● This score serves as a
Feature
includes transparent & honest measure
N u a ch
en r &
Co
s
ch nne it
of employee wellness within the
ge
tri ing
pla Hab
organization.
t io
all
n
● Our promise is to make
employees healthier, which is
key to retaining clients and
With special focus on preventative care, including fostering long-term business
annual checkups, vaccinations, and diagnostics. relationships.
App Features for Habit Formation: Key Strengths and Challenges
What are the habit forming effectiveness of all the user activities in current app?
(free version available on Playstore & YouTube)
CHALLENGES
High
● Daily Task Planner Users currently face the following
● Fit Coins
● Activities challenges:
● Reward Store
1. Feature Overload: The abundance of
Medium features can overwhelm users, making
● Wearable configuration app adoption difficult.
● Tracking Vitals
2. Navigational Confusion: Without a
● Health assessments
● Setting health objects & medical conditions clear path to their goals, users may
struggle to navigate the app effectively.
Low 3. Reward Visibility: Limited visibility of
● Login & Profile Creation
rewards can result in decreased user
● Preventive Plan Tracking
● Articles & Workshops motivation.
Connecting Metrics to Revenue: Key Insights and Focus Areas
Targeted Metrics:
● Average Number of Data Points per user
● Average Monthly App Sessions per User
● Average Monthly Assessments Completed per User
● Average Daily Tasks Added per User
● Average Daily Routine Tasks Marked as Done per User
● Average Monthly Fitcoin Earned per User
● Average Monthly Items Purchased per User
Health 1.0 (During Onboarding)
With Health 1.0, our goal is to gather detailed user
health preferences and issues early on, capitalizing
on peak intent to support preventive healthcare.
This data will enable us to:
1. Deliver Employee Health Overviews
2. Personalize Assessment Recommendations
3. Tailor Activities, Workshops, and Challenges
4. Curate the Most Relevant and Attractive
Rewards
This approach ensures a more targeted and effective
user experience, driving better health outcomes.
100 FitCoinz Tab (Easiest way to earn first 100 coinz)
With 100 FitCoinz, we're guiding users towards
completing activities that are both easy and
highly rewarding. These activities can adapt
based on user needs and health scores.
This strategy enhances our app onboarding by:
1. Encouraging Early Action: When paired
with the rewards tab, it motivates users to
take action quickly to earn rewards.
2. Targeted Nudges: FitCoinz can be used to
prompt specific user actions, driving
engagement.
My Store (Home Screen)
"My Store" will be a home screen extension
designed to improve rewards visibility for users.
Leveraging data from Health 1.0 and Health 2.0 (if
implemented), it will recommend the most relevant
rewards.
Key features include:
1. Personalized Rewards: Using health data,
we'll suggest rewards that align with user
preferences and goals.
2. Clear Path to Rewards: We'll highlight
activities that earn the most coins and align
with the user's objectives, making the concept
of activities and rewards more intuitive.
New Component Placement
100Fit Coinz
With all three components on the home screen, Tab
along with the preventive healthcare plan and
rewards: Store will integrate these elements,
providing context and prompting users to complete
My Store
tasks promptly.
Personalized task recommendations will help
users choose tasks that align with their goals.
This cohesive approach aims to boost app Recommended
tasks
engagement and foster habit formation through the
app.
Features improvements with prioritization
Feature/ Impact
Improvements Description Impacted Metric Zone Efforts
An comprehensive boarding screen dedicated to gathering
symptom level data from customer and let user set realistic - Avg number of known data points per user
Health 1.0 short term goals - % users with Health 1.0 Score High Low
A component that clearly focuses on making user earn first
100 fitcoin tab 100 fitcoins - Completion rate of stated task in component High Low
Personalize store for user based in the health & symptom
level data to recommend necessary products as rewards - Avg monthly product page views per user
My Store and show the way to achieve it - Avg monthly product sales per user High Medium
- Avg (activities/task/assessment/challenges)
Reward visibility on all the views per user
activities/task/assessment/challenges to incentivise the - Avg (activities/task/assessment/challenges)
Reward Visibility user with fit coins done per user per month High Medium
An improved placement/grouping of current health
assessment forms for user to integrate that with app
onboarding to create the product that revolves around the - Avg number of known data points per user Mediu
Health 2.0 monthly health assessment of user - % users with Health 2.0 Score m Medium
Notification & Alarm Work on notifications and alarm to make it look desirable Mediu
Campaign for user and to make them act as a cue for newer habits - Avg monthly app sessions per user m Low
Other features and their components
Additional Suggested Improvements:
1. Notification & Alarm Engine: Implement a notification system as the primary trigger for app engagement.
Success in this area can significantly boost app adoption and habit formation. Key metrics to track include
the percentage of users with notification permissions and the open rate of notifications.
2. Task Planner: Simplify daily routine creation and integrate it with notifications to enhance the overall user
experience.
3. Bucketing Similar Items: Display related items such as Family Care, Workshops, and Challenges on the
dashboard to minimize exploration drop-offs and streamline the user journey.
4. Leaderboard: Introduce a leaderboard to showcase user successes within their company and among
peers. This feature can encourage engagement, facilitate rewards, and serve as motivation for users.
5. Share Success: Leverage success stories to increase app awareness. Implement this feature for
challenges and programs involving multiple participants to maximize its impact.
With access to customer feedback and data, we can continually refine and prioritize these features to ensure the
greatest impact.
Not Everything That Glitters Is Gold
To execute on this hypothesis, I would:
1. Assess Data Structure: Review our data architecture to identify key
information points.
2. Analyze Metrics: Dive into conversion funnels and drop-off rates to
pinpoint issues.
3. Align with Stakeholders: Collaborate with business and sales teams
to understand their objectives and pain points.
4. Conduct User Research: Engage with a spectrum of users—active,
moderately active, and dormant—to gather insights.
5. Evaluate Tech Stack: Assess our tech infrastructure for potential
constraints.
6. Sync with Leadership: Consult with senior PMs and founders to align
with the broader company vision and strategic roadmap.
While this process might span a week, prioritizing these actions will ensure a
holistic understanding of our product and business objectives.
