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Noom Health Case Study by Simplicity Labs

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Behavior Design Breakdown for noom.com for August 2015.

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Noom Health Case Study by Simplicity Labs

  1. 1. Simplicity Labs 2015 Behavior Design Breakdown Andrew Martin // andrew@simplicitylabs.co David Ngo // david@simplicitylabs.co A Simplicity Labs Case Study - August 2015 simplicitylabs.co
  2. 2. Simplicity Labs 2015 Noom Health is a mobile health platform delivered through insurance providers to at-risk patients to help make important, healthy lifestyle changes. noom.com Client Overview
  3. 3. Simplicity Labs 2015 "David and Andrew were absolutely wonderful to work with. They clearly have a lot of experience dissecting products and figuring out how to make certain behaviors stickier. The Behavior Design Breakdown they presented included a well thought out onboarding experience that I am certain will result in a significant improvement to our bottom line. Overall, I highly recommend working with Simplicity Labs to tackle particularly difficult behavior problems in your product." Matt Sonier, Senior Product Manager @ Noom Health Client Testimonials
  4. 4. Simplicity Labs 2015 There is no need to take notes of the presentation. Hey Noom! After the presentation, you’ll receive: 1) The presentation slides 2) 1 pager of prioritized recommendations 3) List of all public behavior design resources Preparation
  5. 5. Outline What we’ll cover in this Behavior Design Breakdown: Preparation 1) Analyze your current flow with behavior sequencing and pointing out low-hanging fruit changes. 2) Understand the gap between your current target behaviors and your ideal target behaviors 3) Our Guiding Recommendation 4) Review the Behavior Design Framework to understand the “why” 5) Screen-by-screen breakdown of the current product as related to target behaviors 6) Specific recommendations for product changes and mockups of potential ideas 7) Prioritized List of Recommendations Simplicity Labs LLC 2015
  6. 6. Simplicity Labs 2015 How might we get users to engage with their coaches the first time? Guiding Question: Client Goals 1) Increase visibility of the coach experience + ability to message 2) Ideas on “how to motivate people” to continue logging their food 3) Ideas on how to give positive reinforcement / praise for food logging Guiding Question
  7. 7. Analyzing Your Current Flow Let’s decipher how the current implementation is working towards your target behaviors. Simplicity Labs 2015 Overview
  8. 8. Simplicity Labs 2015 Fogg Behavior Model Source: behaviormodel.org
  9. 9. Simplicity Labs 2015 Flow Sign In Create Profile Dropped into home page 1 Ask for program ID 2 Ask for notifications 1 Ask for gender, name, age, weight, height, picture access, bio 2 Ask to create an account (email + pw) 1 Ask for motion activity access 2 Ask for HealthKit access
  10. 10. Simplicity Labs 2015 Flow Home Page Now that I’m “onboarded,” what can I do? 1 Log food 2 Track my steps (automatically) 3 Add exercise 4 Weigh in 5 Find recipes 6 “My Group” - “starting in 25 days” 7 Connect to HealthKit
  11. 11. B1 B3 B4 B5 B6 behavior-1 Visitorprom pted to give notification access behavior-3 Visitorprom pted forphoto access behavior-4 Visitorselectsphoto behavior-5 Visitorfinishesansw ering profilequestions behavior-6 Visitorprom pted to createan account Sign In Dropped Into Home B7 B8 behavior-7 Visitorprom pted for m otion activityaccess behavior-8 Visitorprom pted for HealthKit Simplicity Labs 2015 Current Behavior Sequence (example) Create Profile B2 behavior-2 Visitorentersprogram ID
  12. 12. Simplicity Labs 2015 B5.1 B5.2 B5.3 behavior-5.2 Visitorprom pted for nam e behavior-5.3 Visitorprom pted forage behavior-5.4 Visitorprom pted for w eight B5.4 behavior-5.5 Visitorprom pted for height Current Behavior Sequence (example) B5.5 behavior-5.1 Visitorprom pted for gender B3 B4 B5 B6 behavior-3 Visitorprom pted forphoto access behavior-4 Visitorselectsphoto behavior-5 Visitorfinishesansw ering profilequestions behavior-6 Visitorprom pted to createan account behavior-5.6 Visitorprom pted forbio B5.6
  13. 13. Simplicity Labs 2015 Granular Behavior Sequence (example) b.1 Visitor prompted for notification access b.2 Visitor enters program ID b.3 Visitor prompted for photo access b.4 Visitor chooses a photo b.5 Visitor chooses gender b.6 Visitor enters name b.7 Visitor enters age b.8 Visitor enters starting weight b.9 Visitor enters height b.10 Visitor enters bio b.11 Visitor enters email address b.12 Visitor enters password b.13 Visitor views “signing you in…” page b.14 Visitor clicks let’s get started page b.15 Visitor prompted for motion activity access b.16 Visitor views home page for first time Now the user is “dropped in” to the home page and experiences choice conflict. It’s no longer clear what is the next step, and I’m set off to explore. I have several choices: 1 Log food 2 Track my steps (automatically) 3 Add exercise 4 Weigh in 5 Find recipes 6 “My Group” - “starting in 25 days” 7 Connect to HealthKit
  14. 14. Simplicity Labs 2015 Summary of Current Flow What target behaviors are being designed for in the current onboarding? Question: 1 Sign in with program ID 2 Accept or decline notifications 3 Accept or decline photo access 4 Choose a photo 5 Fill out a profile (gender, age, name, weight, height, bio) 6 Create an account (enter email + password) 7 Accept or decline motion activity
  15. 15. Simplicity Labs 2015 Thinking in Behaviors If you waved a magic wand and could have users do anything to feel successful in the first 10 minutes, what might you have them do? Exercise: Take 30 seconds to jot ideas down. You’ll share, then we’ll share.
  16. 16. Simplicity Labs 2015 Thinking in Behaviors 1 Send a message to their coach 2 Set up a phone call with their coach 3 Log their most recent meal 4 Set up recurring food log notifications for each meal 5 Set up a once a week notification to weigh-in 6 Log their most recent exercise 7 Find a new recipe to eat this week 8 View positive reinforcement from their coach If you waved a magic wand and could have users do anything to feel successful in the first 10 minutes, what might you have them do? Question:
  17. 17. Simplicity Labs 2015 1 Sign in with program ID 2 Accept or decline notifications 3 Accept or decline photo access 4 Choose a photo 5 Fill out a profile (gender, age, name, weight, height, bio) 6 Create an account (enter email + password) 7 Accept or decline motion activity The Gap Notice the Gap: 1 Send a message to their coach 2 Set up a phone call with their coach 3 Log their most recent meal 4 Set up recurring food log notifications for each meal 5 Set up a once a week notification to weigh-in 6 Log their most recent exercise 7 Find a new recipe to eat this week 8 View positive reinforcement from their coach Target Behaviors Current Behaviors
  18. 18. Simplicity Labs 2015 Our Guiding Recommendation Noom Health gives users a simple, daily plan to reach their health goals. Context: The Problem Not enough users are doing the key behaviors (interacting with their coach and logging their food) that lead to successful programs. The Goal How can we get people to interact with their coach, log their food daily, and complete the 16 week program? The Solution 1) Bring the coach experience to the forefront (from the moment they hit the home screen). 2) Simplify the food logging process.
  19. 19. Behavior Design Frameworks Come up with ideas as you hear the theory: write ideas down. Simplicity Labs 2015 Behavior Design Frameworks
  20. 20. Simplicity Labs 2015 Applying the Frameworks: After each theory section, we will run a quick “exercise” where you can apply the theory to InnVision. Get ready with your pen and paper! You will understand the “why” behind our recommendations. You’ll also start getting a lot of new ideas for your website. Why Frameworks? Why Frameworks?
  21. 21. Simplicity Labs 2015 Outline What we’ll cover in frameworks: Preparation 1) How Motivation Works 2) Why Motivation is Tricky (and why we don’t say we “motivate behavior change”) 3) The Winning Strategy: Design for simplicity, timing of triggers, and what to do during high motivation 4) Overview of Simplicity Design 5) Motivation Design: harness existing motivation 6) Introduce the BAM Model
  22. 22. Simplicity Labs 2015 Source: behaviormodel.org The Fogg Behavior Model Case Study Reader: We don’t share our frameworks section publicly. This section includes more than 20 slides where we teach the framework to the client and run through live exercises applying the frameworks to their products. Want to learn more about Behavior Design Breakdowns for your organization? Apply below and we’ll reach out to you within 2 days. http://www.simplicitylabs.co/lets-talk/ Cheers, Simplicity Labs
  23. 23. Simplicity Labs 2015 The Behavior Design Breakdown Behavior Design Breakdown Specific Recommendations
  24. 24. Simplicity Labs 2015 The Behavior Design Breakdown Behavior Design Breakdown #2 “Motivate people” to continue logging their food. Make it easier: for people to continue logging their food
  25. 25. Simplicity Labs 2015 Behavior Design Breakdown Solve Sufficient “I want to do this...but…” Medium / Low. “I have to be at a meeting with my CEO in 2 minutes.” Behavior Behavior does not happen. Ability Motivation Users, who are scarce with time, continue to log in their food Result
  26. 26. Create a ‘Snap-Log” option for motivated users with little time. They can act now and complete later. Simplicity Labs 2015 Behavior Design Breakdown Ability Solve Sufficient “I want to do this...but…” Medium / Low. “I have to be at a meeting with my CEO in 2 minutes.” Behavior Behavior does not happen. Ability Motivation Users, who are scarce with time, continue to log in their food Result Snap
  27. 27. Simplicity Labs 2015 Behavior Design Breakdown Having an option that accommodates motivated users with little time increases the chances of users to continue to log food. Why this recommendation? More importantly, this option helps people succeed if they’re scarce with time. Finally, without the ‘Snap-Log’, users would ‘fail’ their food log in for that moment. You want to avoid this. Behavior Users, who are scarce with time, continue to log in their food
  28. 28. Simplicity Labs 2015 Behavior Design Breakdown **Hidden for client privacy** This section includes 8+ specific recommendations for product changes, in the same form as the last 3 slides.
  29. 29. Simplicity Labs 2015 Our #1 Recommendation We Believe This Will Make the #1 Difference. Our #1 Recommendation
  30. 30. Simplicity Labs 2015 Hidden for client privacy Our #1 Recommendation **Hidden for client privacy** This section includes 20+ slides of mockups on how we think the Noom Health app should be designed to optimize for their target behaviors, and why.
  31. 31. Simplicity Labs 2015 Easy Recommendation (1-2 hours with little technical support) ❏ Hidden for client privacy Medium (1-2 days) ❏ Hidden for client privacy Involved (1-2 weeks) ❏ Hidden for client privacy Prioritized Recommendations So that you can start implementing immediately. Prioritized Recommendations
  32. 32. Simplicity Labs 2015 "David and Andrew were absolutely wonderful to work with. They clearly have a lot of experience dissecting products and figuring out how to make certain behaviors stickier. The Behavior Design Breakdown they presented included a well thought out onboarding experience that I am certain will result in a significant improvement to our bottom line. Overall, I highly recommend working with Simplicity Labs to tackle particularly difficult behavior problems in your product." Matt Sonier, Senior Product Manager @ Noom Health Client Testimonials
  33. 33. Want to learn more about Behavior Design Breakdowns for your organization? Contact us here and we’ll reach out to you within 2 days: http://www.simplicitylabs.co/lets-talk/ Simplicity Labs 2015 Apply now.

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