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Octalysis Level 1 Certificate - Robert Sherman - Noom

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Octalysis Level 1 Certificate - Robert Sherman - Noom

  1. 1. Level 1 Octalysis By Robert Sherman September , 2021
  2. 2. WHAT IS NOOM? • Noom is a mobile application weight loss program with engaging content and a peer support group. • Noom is easy to use and very focused on behavioral psychology and nutrition. • Noom brings awareness to users’ habits, emotions, and thoughts related to food, and slowly works to change them. • Every day, the user opens the app and gets a list of 8 to 10 tasks. • Three of them are always the same: 1) weigh yourself; 2) log everything you eat and drink; 3) reach your activity goal (user defines desired activities goals like exercise, taking blood pressure/glucose, etc.) • The rest of the tasks are readings or interactive content, like quizzes and challenges. Each reading takes about three or five minutes. The content is classified into 10 categories – see the snapshot on the right. • Noom assigns every user in the program a Goal Specialist (a type of coach), and they interact via one-on-one chat within the app. • After 2 weeks in the program, the user gets to participate in a Support Group led by a Group Coach. The group consists of 50 users who started their Noom program at the same time and is based on a chat experience. • Right now Noom is letting you try out the program for free for a full week before committing to pay an average of $129 for 4 months. 12%
  3. 3. Level 1 Octalysis certification submission • Octalysis Strategy Dashboard • Business Metrics • Player Types • Desired Actions • Analysis of the Current Experience • Brainstorming 18%
  4. 4. OCTALYSIS STRATEGY DASHBOARD Player Desired Actions Feedback Mechanics Triggers Results Business Metrics Win-State Rewards Embedded 24%
  5. 5. BUSINESS METRICS BUSINESS METRICS Business Metrics 29%
  6. 6. BUSINESS METRICS 1.Revenues 2.Product stickiness ratio* 3.Userbase growth rate * The ratio of DAU (Daily Active Users) / MAU (Monthly Active Users). Active user is someone that opens the app and performs at least 1 task. 35%
  7. 7. PLAYER TYPES Player Business Metrics 41%
  8. 8. PLAYER TYPES Asleep Awake Active Passive Director Autopilot Daydreamer Victim 1 2 3 4 47%
  9. 9. PLAYER TYPES Autopilot – Asleep & Active Daydreamer – Awake & Passive Director – Awake & Active Victim - Asleep & Passive 1 2 3 4 Awake: Very knowledgeable, they are aware that the conventional approach (standard American diet, typical dietitian diet, weight loss medications/surgery, no-pain-no-gain approach) doesn’t work and they know that there is a better way. Asleep: Unknowledgeable, they are not aware that there is a better solution. Active: Do things. They constantly work for self-improvement. Passive: They are waiting and do nothing. Autopilots and Daydreamers are chosen as the main players type as I consider Noom one of the significant solutions in this industry, with over 50M active users and both groups are very appealing for this mature stage of the product. 53%
  10. 10. Autopilot – PLAYER TYPE CD #2 • Wants to progress towards their weight goal • Improves other health indicators (cognitive, mental & physical) – that leads to a better version of themselves • Develops healthy habits • Learns new skills & new knowledge CD #1 • Keeps weight at bay CD #3 • Chooses how & what to learn • Explores different diet approaches (cold turkey or weaning down, add/remove first remove/add later, swap) • Explores different strategies (nutrition, supplements, exercise, stress) • Discovers and empowers their best self CD #5 • Wants to follow like-minded people (with similar weight loss challenges) • Follows what others tend to do • Prefers a coacher to help and guide them • Engages friends and family for accountability and cheering • Shares knowledge, recipes, wins, etc. • Impresses others with personal achievements • They are empowered by people testimonials • Enjoys mentoring others, less proficient users; Supports others in their journey CD #7 • Is curious about new approaches (related to diet, exercise, behavioral changes) CD #4 • Takes responsibility for the weight challenge • Wants losing weight naturally because he/she understands that naturally is way better than any alternative (not losing weight that leads to sickness OR alternatives like surgery) CD #6 • Is worried about their ability to sustain proper weight in the long run • Understands that we are a sick/overweight society and changes are upon us • Is worried about their aging health condition CD #8 • Avoids gaining more weight • Avoids getting sicker (ie. metabolic diseases) Autopilot Autopilot - Is accepting the fact that managing weight is a life-journey and has to keep on living. Yet this type of user lack of knowledge but has motivation on leaming and is willing to take control over their weight challenge. 59%
  11. 11. Daydreamer – PLAYER TYPE Daydreamer – This type of user is knowledgeable, but is doing almost nothing - is waiting! They want to change, but have many excuses and procrastinate  CD #2 • Wants to be in the normal weight, healthy & energetic • Learns new skills & new knowledge CD #1 • Keeps weight at bay • Wants to feel part of the “special” group that lost weight and maintain it – Health Heroes! • Loves inspiring others (especially with their knowledge) • Wants to do good in the world CD #5 • Wants to follow like-minded people (with similar weight loss challenges) • Follows what others tend to do • Prefers a coacher to push them forward and motivate • May already have friends with a similar challenge • Shares knowledge, recipes, wins, etc. • Impresses others with personal achievements • Enjoys mentoring others, less proficient users; Supports others in their journey CD #7 • Is curious about new natural approaches (related to diet, exercise, behavioral changes) • Is curious to improve the knowledge in the familiar fields related to their goals/follow new developments in the field • Is eager to find the right mindset CD #4 • Takes responsibility for the weight challenge CD #6 • Is worried about their ability to sustain proper weight in the long run • Understands that we are a sick/overweight society and changes are upon us • Is worried about their aging health condition • Aims for immediate results (impatience) CD #8 • Avoids gaining more weight • Avoids getting sicker (ie. metabolic diseases) • Avoids of loosing progress/ “fail” again Daydreamer CD #3 • Chooses how & what to learn • Explores different diet approaches (cold turkey or weaning down, add/remove first remove/add later, swap) • Explores different strategies (nutrition, supplements, exercise, stress) • Discovers and empowers their best self 65%
  12. 12. DESIRED ACTIONS – SCAFFOLDING PHASE Player Desired Actions Business Metrics 71%
  13. 13. DESIRED ACTIONS – SCAFFOLDING PHASE Open the app every day Select a topic (nutrition, activity, behavior) • take a lesson (new/old lesson) • build a new habit/change existing habit Track existing habits & health status • report habits (eat, drink, activity) status (leads to Emotional feedback) • report user physical & mental state including weight, mood, fatigue. (leads to feedback) Check progress / growth Share experience, certifications & easter eggs with community & outside the internal community (social networks/ email) Support your family / Engage family Spy on “users like you” habits, challenges and progress Help community members Challenge your personal coacher with your struggle(s) Find recipes Buy supplements, tools, treatments, health accessories Invite friends to Noom’s community 1. Revenues 2. Product stickiness ratio 3. Userbase growth rate 76%
  14. 14. ANALYSIS OF THE CURRENT EXPERIENCE CD #2 • Providing a lot of short lessons, mostly around behavioral psychology & nutrition • Daily calories status (based on meals log) • Progress indicators in lessons and in the experience • Crowning earned by completing major milestones (10 major milestones) • High five completing most lessons CD #1 • Narrative: “helping people eat mindfully” CD #5 • Meet people with the same challenge (weight loss) that use the app for the same period of time (they are at the same level of knowledge) • Mentorship: Coacher that answers user’s question and try helping user’s challenges • Noom’s internal community (Water Coolers) is used by users to share personal achievements, ask and answer questions, social prods (Likes), encouragement, make friends CD #7 • The ability to unlock new features (ie. community after 2 weeks) and lessons • Noom’s lessons (some include nice audio) are rich and very engaging content for weight loss behavioral change • Unpredictability and funny push notifications & reminders (ie. “To log or not log your next meal. Please don’t ghost us.”, “Unfortunately the dinner won’t log itself…”, “Log me! Log me! Log me! Sorry, we’re a little needy.” CD #4 • Personal articles bookmark (My Library) • Recipes collection (Favorite recipes) • Weight history (progress) • Unlocked lessons CD #6 • Torture Breaks on lessons length (limited to 10-15 minutes/day – ~5-7 lessons/day) CD #8 • Fear of not completing the entire program (all lessons) before the 4 months period • Fear that it doesn’t work and you won’t lose weight as expected CD #3 • Users can choose how much to learn and what to track (weight, food, drink, exercise) • Nice Blank fills in lessons (ie. “You are how you move: Every step I take, every move I make. Every single day, every night I…”) Noom 82%
  15. 15. BRAINSTORMING # Name Description CD 1 Strengthen Vision and Values “help people eat mindfully”, “beat weight”, “stop the metabolic catastrophe” are important messages that would keep users informed about why Noom will help them reach their bigger goal. Also, they should use it more often, during all phases of the experience. #1 2 Humanity Hero When someone overcomes obesity, it’s a huge hope for the surrounding! It’s a strong message that it’s possible to be thin and healthy. Noom should manage a “Health Heroes” list on their digital properties. #1, #5 3 Habits introduction I believe that knowledge without doing doesn’t create any substantial impact. User decides on healthy nutrition & exercise-related habits that they want to introduce / or stop, from a list of habits. For example, stop drinking soda. Each habit comes with the benefits, and instructions on how to easily introduce / stop it. Habits should be uncovered gradually, based on the learning progress. #2, #3 4 Habits progress feedback Habits progress visual feedback (visualize what happened in the last month, quarter, year in terms of user habits). #2 5 Knowledge progress indicators Overall knowledge (nutrition, exercise, and behavior) progress + visualize user strengths based on what he/she knows already. #2 6 Leaderboards Leaderboards based on users’ habits performance #2, #5 88%
  16. 16. BRAINSTORMING # Name Description CD 7 New habit automaticity challenge First 5 days for each new habit the user needs to complete the habits status questioner (2 simple questions) to identify the habit automaticity level. Answering these daily questions will lead to a reward. Also, consider a streak design to motivate the user to submit the questioner on daily basis. #2, #4, #8 8 Family & friends engagement Each member opens boosters (ie. Family/group recipe book, weight picture book, top 5 leaderboard, Mentorship, etc…) #3, #5 9 Recommendation Based on Alfred Effect: Habits recommendation, recipes recommendation, content recommendation. Based on data, correlations can be found based on other successful profiles (people that do Habit A, likes also this habit…). #4 10 Mentorship Beside coachers (which are not very responsive), allow users mentoring others, less proficient users. #5 11 Group question Encourage people working in groups to overcome challenging tasks: ie. Log your food – if all members log the food , they will get a booster / SAPS #5 12 Extend the subscription period / offer discounts If user brings friends, or doing the challenging desired actions (those that are hard for him to do – for example, Log food, water intake and activity in the next 2 weeks). If he is not doing so, he will loose the extension / discount. #8 94%
  17. 17. THANK YOU! Yu-kai, you’re a true inspiration! The Octalysis Framework and the human-focused design approach balances great challenging activities, with engagement and enjoyment. For me, this is a big WOW! Dirk & Myrte, thank you so much for making the OP community enjoyable, interesting, and active! I’m learning so much from you via Slack and LCSs. You are so great! Appreciate your efforts and looking forward to the continued value & excitement you bring to the community. Thanks to the community and to anyone who spends time reading, commenting, and upvoting this submission. I FEEL LUCKY TO BE PART OF THE GAMIFICATION FAMILY! PRIME ON! 100%

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