Case Study: Precision Nutrition
Improve member retention through engaging app content
My role: Content Design Lead
user interviews | content first design | content audits | user retention
Background
As a monthly subscription app with an existing customer funnel, we’re struggling with retention which is stalling our growth. Our app supported coach-to-client relationships and food journaling was a foundational step in the coaching relationship.
Problem
How can we increase coach-to-client engagement through our app to increase user LTV?
Hypothesis
We need to make food journaling more engaging with rich and interactive content.
Challenge
What got us here won’t get us there.
We were using a very effort-intensive and static format of a food journal. It was archaic but also loved and favored internally. Our product team needed to stand-up against the company’s long-held beliefs.
Approach
We validated the concept.
Our product team was scrappy and effective. We fishfooded our own version of photo food journaling with our team through Slack We also set up internal tests using the new concept and recorded user interviews. The results of our field tests were unanimous.
Impact
We saw a 4x increase in avg daily in-app messages, one of our primary indicators of engagement.
Around the time of launch, our NPS increased by 20%.
LTV of users grew to 12 months.
All of these were positive measurements of increased engagement and satisfaction which would contribute to higher overall retention.
Learning
One way we measured success was through increasing in-app messages. But not all in-app messages are “meaningful”. Later it seemed to be a somewhat superficial measure of user engagement and we needed to find a more concrete way to measure. We started to collect more varied data on user behavior to make a more reliable success metric (like user attitudes and real-life fitness results).
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