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Whil Case Study by Simplicity Labs

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Behavior Design Breakdown for Whil.com for August 2015.

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Whil Case Study by Simplicity Labs

  1. 1. Behavior Design Breakdown Simplicity Labs LLC 2015 Andrew Martin // andrew@simplicitylabs.co David Ngo // david@simplicitylabs.co A Simplicity Labs Case Study - August 2015 simplicitylabs.co
  2. 2. Whil is a digital health & wellness platform offering guided mind & body training solutions for individuals and organizations. whil.com Simplicity Labs LLC 2015 Client Overview
  3. 3. “Simplicity Labs lives up to their name. David and Andrew brought a fresh and informed perspective at just the right time. Their insights into behavioral science in general and mindfulness specifically helped take our product to the next level. It was a true pleasure to work with professionals so dedicated to helping consumers create healthy consumer habits. Their work unlocked a simplified and more impactful user journey and it’s already improving engagement in Whil’s rapidly growing member base. I highly recommend Simplicity.” Joe Burton, Founder + CEO @ Whil Concepts Inc. “We got enormous benefit from Simplicity’s Behavior Design Breakdown. Along with a great set of recommendations for how we might revise our current onboarding process, they also provided a really valuable framework for us to use going forward as we think about improvements and new features for our product. They also helped us to clearly define for ourselves the user behavior data that will serve as our benchmark for our customers’ success.” Ellen Dunne, VP of Product @ Whil Concepts Inc. Simplicity Labs LLC 2015 Client Testimonials
  4. 4. Take notes if you wish, but... Hey Whil! After the presentation, you’ll receive: 1) The Presentation Slides 2) Executive Summary of Prioritized Recommendations 3) List of All Public Behavior Design Resources Preparation Simplicity Labs LLC 2015
  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. How might we increase engagement and paying subscribers? Guiding Question Client Goals 1) Ideas on how to increase engagement with the app, especially in the first week. 2) Ideas on how to align new users with a clear personal internal motivator. 3) Ideas on how to convert more users to paying subscribers Guiding Question Simplicity Labs LLC 2015
  7. 7. Analyzing Your Current Flow Let’s decipher how the current implementation is working towards your target behaviors. Simplicity Labs LLC 2015
  8. 8. Fogg Behavior Model Source: behaviormodel.org Simplicity Labs LLC 2015
  9. 9. B1 B5 B6 B7 B8 behavior-1 User sees Facebook ad Sign In Dropped Into Flow B20 B22 Current Behavior Sequence (example) Create Profile B2 Simplicity Labs LLC 2015 behavior-2 User searches appstore behavior-5 User sees ‘Login screen” B2 behavior-3 User downloads Whil app behavior-6 User taps ‘Sign up’ button behavior-7 User inputs Email/UN/ PW behavior-8 User taps Signup button behavior-20 User sees Start Series or Show me Everything B21 behavior-21 User searches for what’s right for them. behavior-22 User either clicks ‘Start Series’ or See Full Library’
  10. 10. B5.1 B5.2 B5.3 B5.4 Current Behavior Sequence (example) B5.5 B5.6 Simplicity Labs LLC 2015 B5 B6 B7 B8 behavior-5 User sees ‘Login screen” behavior-6 User taps ‘Sign up’ button behavior-7 User inputs Email/UN/ PW behavior-8 User taps Signup button behavior-5.1 User clicks on ‘Sign Up” behavior-5.2 User taps on ‘Email’ field behavior-5.3 User types in email behavior-5.4 User taps on ‘Username’ field behavior-5.5 User types in Username behavior-5.6 User taps on ‘Password’ field
  11. 11. Granular Behavior Sequence (example) Simplicity Labs LLC 2015 b.1 User sees Facebook ad b.2 User searches appstore b.3 User downloads Whil app b.4 User taps ‘Open’ app b.5 User sees ‘Log in screen’ b.6 User taps ‘Sign up’ b.7 User inputs Email/Username/Password b.8 User taps Signup button b.f9 User inputs First/Last name b.10 User taps continue b.11 User taps He/She b.12 User taps next arrow b.13 User slides for age 24 b.14 User taps next arrow b.15 User taps ‘Mind/Body’ focus b.16 User slides ‘Ever practiced Mindfulness’ before b.17 User picks things to work on b.18 User clicks finish. b.19 User sees ‘Awesomness happening’ screen. b.20 User sees ‘Start Series” or “Show Me Everything” b.21 User slides to other options. b.22 User either clicks ‘Start Series’ or ‘See Full Library’ b.23 User searches for what’s right for them. b.24 User click start session or explores. b.25 User finds something and they do it. b.26 User leaves the app. b.27 User leaves and doesn’t return ever. b.25 User triggered to return to app. b.26a User opens app
  12. 12. Simplicity Labs 2015 Whil Review of Current Flow Low-hanging fruit change: This is a really small sign up button. Why not just make it larger? Whil Onboarding:
  13. 13. Simplicity Labs 2015 Whil Onboarding: Whil Review of Current Flow This just feels like a really odd question. No one speaks like this in “real life.” Depending on the user, it can make them feel like this is an over-the-top meditation app. Being aware of gender roles is nice, but this will come off as odd to the majority of users. Is this a feeling we want users to feel in the first 3 minutes of using our app?
  14. 14. Simplicity Labs 2015 This is a good hint. Makes a person feel successful no matter what. Perhaps hint that we will use this information to make a more personalized experience for the user… Or else why am I answering this? This is a unique UI element, so it feels fresh and interesting to most users. Although again, is Whil using this information to make a better experience for me? Tell me why! Whil Onboarding: Whil Review of Current Flow
  15. 15. Simplicity Labs 2015 Whil Onboarding: Whil Review of Current Flow This is another fun, new UI element that users probably haven’t seen before. Nice! It is also a good way to personalize the experience for the user and figure out their personal goals. Instead of a generic ‘awesomeness’. How about custom awesomeness: “Awesomeness happening based on your goals David Ngo! Please wait…”
  16. 16. Simplicity Labs 2015 Whil Onboarding: Whil Review of Current Flow Usability issue: There is no trigger that lets the user know they can scroll right to view more options. Do we want users to see the full library? Or do we want them to experience the awesomeness of a session? Which is priority #1? Remove the option, and guide users toward your target behaviors.
  17. 17. Simplicity Labs 2015 Whil Onboarding: Whil Review of Current Flow Low hanging fruit: Make it as easy as possible for the user to start the session immediately. Make this a “1 click start.” Low hanging fruit: One way to do this - remove the ability to start with anything but the first session in a series. Why? Removes choice overload Allows for a 1 click start Where applicable: remove user choice. You know the target behaviors that matter, guide users to those behaviors.
  18. 18. Simplicity Labs 2015 Whil Onboarding: Whil Review of Current Flow Typo: “You don’t have sit…” Usability: This took over 30 seconds to load for me on Stanford’s wifi network. It almost made me want to close the app and try again. More of a performance issue than a design usability issue, but that doesn’t mean the users won’t notice it.
  19. 19. Simplicity Labs 2015 This is a nice introductory video. It is good to hear why this will help me, and what I should expect. The series said this would be a 10 minute session, but I’m given the option for more? Why not remove the choice, and just have it immediately start (what the user is expecting). Whil Onboarding: Whil Review of Current Flow
  20. 20. Simplicity Labs 2015 I completed a 10 minute session… and all I got was this check mark?! This is missing a huge opportunity to positively reinforce the user for doing the behavior you want them to do (complete sessions). Whil Onboarding: Whil Review of Current Flow BJ just happened to tweet about this on Friday, and it perfectly applies to Whil. Help your users do two things: 1) Overlook setbacks 2) Celebrate successes, however small.
  21. 21. Summary of Onboarding What target behaviors are being designed for in the current onboarding? Question: 1 Sign up with email, password, username. 2 Fill out a profile (name, pronoun, age, mind/body focus, mindfulness experience) 3 Learn about the user’s personal goals / problems 4 User chooses their first series (or views the whole library) 5 User chooses a specific session within the series 6 User views a “before you begin” pop up 7 User choose the time length of the session, and completes the session. 8 User is then dropped back into the series page, free to do as they wish. Simplicity Labs LLC 2015
  22. 22. Simplicity Labs 2015 Whil Daily Experience: Whil Review of Daily Experience Especially in 2015, many users have many different passwords they use for different types of services. Because of this, they forget what their passwords are (like David). Low hanging usability fix: After submitting the request to reset his password, this screen doesn’t allow the ability to return to the home screen and try again. So David had to close the app, and then return. Emotional result: frustration.
  23. 23. Simplicity Labs 2015 This is a LONG dashboard. What is Whil trying to get the user to do? The CTAs aren’t clear. This page seems to be designing for the user viewing their data. That’s nice… but how do I find + start a session? At the core, THAT is what this app is about. Data is a supplement that can be used as positive reinforcement. Whil Review of Daily Experience Whil Daily Experience:
  24. 24. Simplicity Labs 2015 Whil Daily Experience: Whil Review of Daily Experience OK well let’s see where I can find a session to complete… “Find a Session”! This is EXACTLY what I’m looking for. You should make “Find a Session” the home screen (more on why later) I like how you’re asking me about my current state… Hopefully the recommendations help solve the problems I’m going through! We’re not a big fan of the drop down menus though. It is so easy to “gloss over” the choices with your eyes. If these were visual “point and click” choices, this page would be much easier for the user to complete.
  25. 25. Simplicity Labs 2015 Whil Daily Experience: Whil Review of Daily Experience I asked for a meditation less than 5 minutes long... And the first option you show me is 20 minutes long?!? Huh?? Low hanging fruit: start with the shortest options first. Low hanging fruit: This confusion + frustration is compounded by the fact that there is no trigger that lets the user know they can scroll right to see more options. By the way, how can I find meditations that are just 1 minute long? If time was the ONLY variable I cared about, there’s no easy way for me to find a session.
  26. 26. Simplicity Labs 2015 Subscriptions: Whil Review of Daily Experience Free trial? Huh? I didn’t even know I was on a free trial! This wasn’t mentioned at all on the mobile app. (The users are sent a welcome email, but those are often overlooked). Tell the users in the onboarding that they are joining a free trial, otherwise hearing this later “feels slightly sketchy” It would also be nice to have some transparency and know what the subscription price is. Don’t give any possibility of hurting your credibility. (In the future you could argue that putting the price decreases subscriptions, but you can A/B test that when the time comes.) Right now with the current conversion rate, less than 1 person for every 1000 that views your marketing website, THIS email probably isn’t making the difference.
  27. 27. Simplicity Labs 2015 Messaging: Whil Review of Daily Experience “Am I lame?” “I feel like they make a lot of assumptions in this app…” “If I was dealing with a lot of anxiety today and I read something like that, that would just make me feel terrible!” “I want to say the messaging is accusatory.. but that’s too harsh. But they’re assuming things about me that I don’t think are correct. And I feel like it takes away my confidence in whether or not this app is suitable for me.” Our takeaway: don’t use words with negative connotations anywhere in your messaging. Don’t even put that thought in the user’s mind.
  28. 28. Simplicity Labs 2015 Metrics: Probably for the website… what are the mobile specific numbers? Whil Review of Metrics For every 1000 visitors to whil.com/welcome 145 complete sign up 53 complete 3 sessions 29 come back at least once 0.8 subscribe to a paying plan **Hidden for client privacy**
  29. 29. Our Guiding Recommendation Whil is on a mission to bring mindfulness meditation training to the world. Context: The Problem Not enough users are doing the key behaviors (ex: completing 3 sessions in the first week) that lead to paying subscribers. The Goal How might we build the habit of using Whil in our users? (Which will lead to the goals of increasing engagement and subscribers.) The Solution 1) Focus on simplicity to build habits. 2) Optimize the onboarding experience to make future behavior easier and to celebrate successes. Simplicity Labs LLC 2015
  30. 30. Thinking in Behaviors What surprised you? What takeaways do you have? Any questions after this breakdown of the current flow? Q&A Simplicity Labs LLC 2015
  31. 31. Behavior Design Frameworks Come up with ideas as you hear the theory: write ideas down. Simplicity Labs LLC 2015
  32. 32. Applying the Frameworks: Throughout the frameworks section, we will run quick “exercises” where you can apply the theory to Whil. 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? Simplicity Labs LLC 2015
  33. 33. Outline What we’ll cover in frameworks: Outline 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 Simplicity Labs LLC 2015
  34. 34. The Fogg Behavior Model Simplicity Labs LLC 2015 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/apply Cheers, Simplicity Labs
  35. 35. Behavior Design Breakdown Simplicity Labs LLC 2015 1. Return to the app with some regularity. 2. Return to the app with a clear intention / personal internal motivator. 3. Subscribe
  36. 36. The Behavior Design Breakdown Behavior Design Breakdown Training the Behavior: for users to return to the app with some regularity Simplicity Labs LLC 2015
  37. 37. Solve Behavior Design Breakdown Simplicity Labs LLC 2015 New user completes a full series. Original Behavior Sufficient “I want to meditate for X goal / reason” Hard. “I don’t have the habit of doing this and this will take 30+ minutes” Behavior does not happen. Ability Motivation Result
  38. 38. Create a “Success Series” that new users can complete within 90 seconds and feel successful during the onboarding. Ability Solve Behavior Design Breakdown Simplicity Labs LLC 2015 Original Behavior Sufficient “I want to meditate for X goal / reason” Behavior does not happen. Ability Motivation Result New user completes a full series (30+ minutes). Hard. “I don’t have the habit of doing this and this will take 30+ minutes” New Behavior
  39. 39. Creating a “Success Series” helps train the target behavior of users completing a full series (no matter how small) AND returning to Whil. Why this recommendation? More importantly, this helps new users start off with success v.s. entering Whil with no sessions, no series completed, and no stats. Finally, using Whil is a non-habit for new users. The “Success Series” during onboarding plants the habit seed for using Whil more regularly by helping new users feel successful from the onset . Original Behavior New user completes a full series. Behavior Design Breakdown Simplicity Labs LLC 2015 New Behavior New user completes a “success series” in the onboarding process.
  40. 40. The Behavior Design Breakdown Behavior Design Breakdown Help People Feel Successful: for users to return to the app with some regularity Simplicity Labs LLC 2015 **Hidden for client privacy** This section includes 8+ specific recommendations for product changes, in the same form as the last 3 slides.
  41. 41. Our #1 Recommendation We Believe This Will Make the #1 Difference. Simplicity Labs LLC 2015
  42. 42. Our #1 Recommendation Simplicity Labs LLC 2015 To achieve the goals you want (sustained engagement over time, convert to paying subscribers), Whil needs to become a habit in user’s lives. And at the core of building a Whil habit is 5 primary behaviors: 1 Open the app 2 Find a session to complete today 3 Start Session 4 Complete Session 5 Celebrate Success (and feel successful)
  43. 43. Our #1 Recommendation: Find the tiny machine that works To achieve Whil’s business objectives, you need to build an app that brings people through this 5-step behavior sequence over and over and over, until they finally subscribe. New Guiding Question: What’s the most optimized tiny machine we can design to help people through this 5-step behavior sequence? What excess can we cut? Our #1 Recommendation Simplicity Labs LLC 2015 1 Open the app 2 Find a session to complete today 3 Start Session 4 Complete Session 5 Celebrate Success (and feel successful)
  44. 44. Onboarding + Tiny Machine Whil should onboard new trial users in a way that trains their ability, structures future behavior to be easier, and helps them succeed within 9 minutes of using Whil. In this #1 Recommendation, new trial users accomplish the following: Our #1 Recommendation Simplicity Labs LLC 2015 1 Set Specific Future Triggers to Build Their Practice 2 Succeed with Finishing 3 Sessions 3 Succeed with Finishing 1 Series 4 “No Brainer” on How to Use Whil (Tiny Machine) **Hidden for client privacy** This section includes 20+ slides of mockups on how we think the Whil app should be designed to optimize for their target behaviors, and why.
  45. 45. Prioritized Recommendations In another document, so you can start implementing changes immediately. Simplicity Labs LLC 2015
  46. 46. Simplicity Labs 2015 “Simplicity Labs lives up to their name. David and Andrew brought a fresh and informed perspective at just the right time. Their insights into behavioral science in general and mindfulness specifically helped take our product to the next level. It was a true pleasure to work with professionals so dedicated to helping consumers create healthy consumer habits. Their work unlocked a simplified and more impactful user journey and it’s already improving engagement in Whil’s rapidly growing member base. I highly recommend Simplicity.” Joe Burton, Founder + CEO @ Whil Concepts Inc. “We got enormous benefit from Simplicity’s Behavior Design Breakdown. Along with a great set of recommendations for how we might revise our current onboarding process, they also provided a really valuable framework for us to use going forward as we think about improvements and new features for our product. They also helped us to clearly define for ourselves the user behavior data that will serve as our benchmark for our customers’ success.” Ellen Dunne, VP of Product @ Whil Concepts Inc. Client Testimonials
  47. 47. 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/apply Simplicity Labs 2015 Apply now.

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