Compass UX Audit
Compass audit. What is it? A screen-by-screen visual walkthrough of the NuSpine website and product funnel, highlighting key opportunities and suggestions for improvements to your user experience – all tailored to your key objectives. ● ● ●
Detailed, page-by-page notes, observations, and recommendations. Clearly highlighted opportunities to improve your conversion funnel. A guide for where to optimize your effort and impact, based on your business needs.
What’s included? We include observations, opportunities for improvement, and a prioritized action item list for each section inspired by the Pirate Metrics customer experience. 1. 2. 3. 4. 5.
Acquisition Activation Retention Referral Revenue
Timeline
Acquisition
Activation
Retention
Referral
Revenue
Acquisition For this audit, we are defining Acquiting as the experience from initial visit to the marketing page until clicking “Apply now.” The marketing page is often the first touchpoint for customers who may be interested in NuSpine. It is the primary way to inform customers of the benefits of NuSpine, while empathizing with the symptoms that the customers may be experiencing. Included in this section is an audit of the Acquisition process and how NuSpine represents itself to site visitors. From our initial discussion, DT understands the following: ● ● ●
The goal of the marketing page is to drive potential customers to apply to be accepted into the NuSpine program. Currently, there is a 10% conversion from the landing page into the Application process. From our initial kickoff meetings, DT understands that NuSpine is positioning themselves as a health and wellness program, which will be recommended by physicians to their patients. The intended voice and tone of NuSpine should be “a young doctor from Harvard who still has a personality.” The desired look and feel is that of “the warmth and imagery of health and wellness with proven medical results.”
Acquisition - Above the fold
Findings 1. Benefit and Validation It’s clear that users will experience the benefit of stopping back pain, and that NuSpine was developed by a credible group.
1 2
2. What is NuSpine? We see why NuSpine is useful, and who made it...but it’s not immediately clear what NuSpine is. Consider adding language to communicate that it’s a 30-day program with videos and tips to reduce your lower back pain. 3. Primary/Secondary CTA What is more important to NuSpine: People applying, or watching the video? Perhaps explore a primary & secondary CTA combination. Example: “Apply Now” and “See How it Works.” 4. The Program While it’s obvious that NuSpine is something that is watched on a device, it’s not clear that NuSpine is a program – more than just a series of videos. Consider using the a screen of the day view (see bottom of marketing site as example). Visuals can communicate faster than words, so consider showing a screen that contains the video, the progress, and even rewards.
3
4
Acquisition - Scrolling down
Findings 5
5. HIPAA & NIH Compliance Excellent validation by well-known standards & organizations. 6. Impact Score What should receive more emphasis: Impact Score, or the concept of tracking your back pain? The term “Impact Score” may require additional consumer education.
6
7. Improvement Over Time We like the concept of showing how a lower reduction is good. Since the program is 30 days, consider using a visualization that shows Impact Score over Time.
7
8. Credibility Was the expert NuSpine team involved in any of these studies? Even if not, it’s an opportunity to reinforce that this program is grounded in factual science. 8
9. Visuals The illustrations have a nice aesthetic. To bring them more to life, consider adding an animated pulse to indicate where the pain is found.
9
Acquisition - Footer
Findings 10. Back Pain Type The visual has several lines and colors. While the color may imply lower back pain, it’s important to mention this in the copy to be crystal clear what pain is being targeted. 10
11. Quick and Easy Excellent copy that describes how little time per day is required for NuSpine. 12. Final CTA Let users know they can start today with a message of “Reduce your back pain now”. The CTA of “Start Application” should match the CTA in the header. For consistency, it should read “Apply Now”. Note: There is a tone of exclusivity using the language “Apply Now”, but since the application is auto-approved, it’s not necessary for users to “apply”. Is this intentional? Should it be something for friendly, like “Get Started” or “Sign Up”? 13. Device Icons Is this to indicate that the site is responsive?
11
12
13
Acquisition - About Page
Findings 14. The NuSpine Team This program is so successful and credible due to the team behind it. With only images, it’s not possible to see who is involved and what their role is. Consider giving each individual more presence and attention on this page. 14
Acquisition - Priorities High impact
2
What is NuSpine?
10
Back Pain Type
3
Primary/Secondary CTA
14
The NuSpine Team High effort
Low effort 8
Credibility
12
Final CTA
4
7
6
The Program
Improvement Over Time
Impact Score
9
Low impact
Visuals
Timeline
Acquisition
Activation
Retention
Referral
Revenue
Activation After a user has determined that they want to sign up, Activation is the series of events that the user will experience beginning on the Application, and concluding with the user earning a badge for completing Day 1. Included in this section is an audit of the Application process, how NuSpine emails a new applicant, the Program Dashboard, and the process of completing Day 1. From our initial discussion, DT understands the following: ● ● ●
20% of users who clicked on “Apply Now” will complete the Application process. 25% of users who complete the Application process will complete Day 1. All users who have been accepted into NuSpine will receive a welcome email from Emma.
Timeline
Acquisition
Activation
Retention
Apply
Dashboard
Day 1
Referral
Revenue
Activation: Application - Your Back
Findings 1. “Cancel” Placement People read left-right, top-down, so “Cancel” is the first thing users read on this page. Move “Cancel” down to the bottom of the page. Upon clicking cancel, rather than it returning users to the homepage, consider serving them an interstitial page that allows them to sign-up for email updates. (i.e. Sorry to see you go, would you like to stay informed about the NuSpine program?) 2. Progress A clear indication of where the user is and where they are going. Critical to a digestible sign-up experience. 3. Simple Answers Excellent use of binary responses. A user can quickly determine which answer is applicable to them. 4. Question Chunking A form with several consecutive questions can be overwhelming. Explore grouping questions into relevant themes, and presenting fewer questions to the user at once. See examples of Typeform and TurboTax in the Day 1 section.
1
4
2
3
Activation: Application - About you
Findings 5. Progress Feedback Excellent feedback to the user that they have successfully completed a step in the process.
5
6. Scannable Extremely easy to scan and understand the content that is requested of the user. 7. UI Conventions There several small tweaks to UI components, specifically in regards to the content contained within components. These are addressed on the next slide. 6
7
Activation: Application - UI Conventions
Findings 8. Droplists The Height droplist goes all the way to 10 feet (the world record for tallest man ever is 8 ft. 11 in. tall). But on a more serious note, the selected state of the Height text is gray, while the text within the dropdown is black. This is a pattern found on other droplists, but is confusing. For example, the Gray text on Country droplist indicates that nothing has been selected, while black text indicates it is filled. This is the right pattern to follow: Gray = placeholder text. Black = a new value has been selected or entered.
8
9. Country Droplist Search If all countries are included, explore a built-in search functionality to easily find a specific country. Reference “Search Selection” from this example. 10. Country Droplist Width Currently, the droplist fields are too narrow to determine which “United States” you are in. We found “United States Minor Outlying Islands,” which initially appears the same as “United States.”
9
10
Activation: Application - Our Agreement
Findings 11. Commitment Questions These are not disqualifiers (trust us, we were accepted even when we selected “disagree� to all 3 questions). Consider using a single line of text to emphasize the importance of the program, or consider removing these questions entirely.
11
Activation: Application - Our Agreement (Validation) Findings Name Fields Best practices for form design recommend that forms inputs be stacked, not side by side. This is to allow for longer names to fit within the space allowed. 12. Email Validation There is not currently an immediate inline validation for an incorrect email.
12 13
14
13. Password Requirements? Suggest to the user what requirements are needed. (i.e. One uppercase character, minimum of 8 characters, etc.) 14. Disabled CTA The disabled state of the current CTA does not have a significant contrast in color from the active state. It can be difficult to understand when a user has completed enough information to advance to the next step. 15. Taken-Email Validation After attempting to “Submit�, the user is made aware that their intended email address is already in use.
15
Activation: Application - Post-Submit
Findings 16. Loading and Waiting Whether they know it or not, users have higher confidence in certain products when they are made to wait for it. It’s a balance of time and value, of course, but one worth noting. Question: Is this a timed loader? If so, consider what time feels right, perhaps adding a little more time, so users� feel� that engine working. Learn more about this phenomenon on the DT Blog and at FastCo. 17. Testimonials While the application of a user is being reviewed, they see testimonials from other users who have completed the NuSpine program. Consider including testimonials earlier in the process as well, so that there is user validation prior to applying.
16
17
Activation: Application - Pricing
Findings 18
18. Pricing The value of a branded yoga kit doesn’t match up with the price point of the premium plan. Considering alternate pricing plans, there are many ways to address this including gated content (5 free videos, pay to get more), a trial program (free for the first 30 days, $/mo. afterwards). Depending on the solution, effort and impact will vary,
19
20
19. “Approved!” Messaging This is a big deal! Either through copy or illustrations, consider celebrating that the user has been approved. 20. Layout While the content contained within the pricing options can use some thought, the overall layout of the page (2 pricing options, clear CTAs, understanding of what is included) is logical. 21. Product Photography If you’re going to show the premium content, we recommend displaying the actual products that users will receive.
21
Activation: Application - Example
Findings TurboTax uses larger, celebratory messaging, combined with positive imagery to help the user feel like they have just accomplished something magnificent.
Activation: Application - Premium Pricing
Findings 22. Purchase Modal Straightforward purchase experience. It is clear that the user is purchasing an item from NuSpine. The user is aware of how they arrived on the page, as they can still view the Pricing page in the background.
22
Activation: Application - 404?
Findings 23. Open “Purchase Now” in New Tab This is a rare use case, but it’s worth noting that when attempting to click “Purchase Now” in a new tab, this is the screen we got. Unclear if this came from NuSpine or Stripe.
23
Activation: Application - Priorities High impact
18
Commitment Questions
11
4
14 19
Pricing
Question Chunking
Disabled CTA
“Approved!” Messaging
17
Testimonials High effort
Low effort
21 13
1
Password Requirements?
12
Email Validation
7
UI Conventions
“Cancel” Placement Low impact
Product Photography
Timeline
Acquisition
Activation
Retention
Apply
Dashboard
Day 1
Referral
Revenue
Activation: Emails - Congratulations
Findings 1. Make it Come from Emma If the intent is to introduce Emma as the personal coach for the user, a small change could be to send this email from Emma’s email account. 2. Visual Styling If this email is from Emma, the logo is not necessary. The text styling should feel as default as possible, with no custom look that makes it obvious that it’s automated. 3. List formatting It would be best to use bullets or dashes. It is not necessary to use both.
1 2
3
Timeline
Acquisition
Activation
Retention
Apply
Dashboard
Day 1
Referral
Revenue
Activation: Dashboard - Program
Findings 1
2
3
1. Content Hierarchy Overall, content might need to be reorganized. What is most important to the user? If retention is a focus, how can we remind users of a current streak at the top? 2. Navigation There may be a simpler approach to surfacing unlocked content. NuSpine is a relatively simple experience. How might we reduce the need to navigate away from the core experience?
4
3. Global Links Consider moving to the footer to reduce cognitive load. 4. Day 1 Example Excellent use of actual video. The user knows what is next. 5. “Start Now� CTA Clear method to indicate how to advance to the next activity. 6. Progress Tracker Might this concept of completion be represented in another way? Perhaps combined with stats, or with previous courses.
6
5
Activation: Dashboard
Findings 7. Calendar View The calendar view on mobile is a nice way to give the user a sense of progress. Where is the calendar on the desktop view? 8. Color Usage The current day is highlighted using a color typically used as a warning. Consider a color that is not yellow, orange, or red.
7
8
Activation: Dashboard - Example Calm
Productive
Seven
Activation: Dashboard - Trophies and Streaks
Findings 9. Trophies The concept of earning rewards is good thing, but it’s unclear to the user as to how they can earn the trophies. The expanded view is informative on “what” they’ll be doing and learning, but now “when” they’ll be doing it. Also, what is the ARC System? This is the first time this term is used.
9 33
10. Impact Score This is the cornerstone measurement of improvement for the user, but no information is given on what this is. While it’s been addressed in the intro video and on the marketing site, now that the user is in the app it’s important to repeat this information. The empty state could include a small bit of copy about it. A tool tip adjacent to the title could communicate this information. 11. Track Record Habit tracking apps celebrate the wins, without shaming the losses. Focus on the “current streak” and “longest consecutive streak” and remove “days missed. “
10
11
Activation: Dashboard - Videos
Findings 12. Videos Thumbnails Here we can see all of the videos, though the disabled state isn’t very clear. Each video looks kind of clickable. If videos are unavailable, we should make it clear how or when a video becomes available. 13. Video Sorting Videos appear to be sorted alphabetically, except for “Introduction.” Explore an alternate way of sorting, perhaps by the date at which a video is made available to the user. 14. Consolidated Content If users are returning to videos that they have previously completed, this layout works.
12
13
14
Activation: Dashboard - Content Examples Calm
Seven
Activation: Dashboard - Tips
Findings 15
15. Tips Page Should Tips be a separate experience from the rest of the application? There may be a more elegant way to display tips in context of the Days or Videos to which the Tips apply. 16. Empty State If a User has not yet earned or unlocked any Tips, there should be messaging that describes Tips, and when a user earns them.
16
Activation: Dashboard - Tips - Example
Findings EmptyStat.es has a tremendous repository of empty states found in sites and applications. Oftentimes, they are informative, and sometimes even clever. Empty states can be an opportunity to inject soul and personality into an experience.
Activation: Profile
Findings 17. Info and Settings At this stage in the product, the info and settings are so minimal that it doesn’t warrant two tabs. Consider moving all content into one screen.
Activation: Dashboard - Priorities High impact 1
9
Calendar View
7
11
Content Hierarchy
Impact Score
10
2
Trophies
Track Record 6
Navigation
Progress Tracker
High effort
Low effort
12
8
Video Thumbnails
Color Usage 13
3
Global Links
15
Video Sorting
16
Low impact
Tips Page
Empty State
Timeline
Acquisition
Activation
Retention
Apply
Dashboard
Day 1
Referral
Revenue
Activation: Day 1 - Step 1
Findings 1. Next Button The difference between the active and disabled state of the button is too subtle, and the contrast between the two should be increased. But in the case of this page, the only action a user can take is to watch the video or navigate to another screen. The next button is not necessary and should be removed. The action should only be shown once the video is completed.
1
Activation: Day 1 - Step 1
Findings 2. What’s Next The video does a nice job of explaining to the user what is included in this 30-day program.
2
Activation: Day 1 - Step 1
Findings 3. Lab Series Is there a reason this is called the Lab Series? It feels a bit clinical and confusing.
3
Activation: Day 1 - Step 1
Findings 4. Impact Score The Impact Score is clearly communicated here. This level of education should be present outside of the video as well.
4
Activation: Day 1 - Step 1
Findings 5. Abrupt Ending to Video The user is about to embark on a potentially life-changing journey. Make the user feel important, give them motivation and inspiration, empower them!
5
Activation: Day 1 - Step 1
Findings 6. End of Video Controls The next button is now enabled. In reference to the first step of this video audit, the button should not be visible at all. Upon completion of the video, consider overlaying the controls on top of the video, similar to YouTube. Allow the user to replay the video, or continue to the next step.
6
Activation: Day 1 - Step 2
Findings 7. Progress Each day has a minimum of two steps, and Day 1 has five steps. This warrants more feedback to the user that they are making progress. The treatment of a stepped pagination isn’t inspiring, so consider more visual feedback of progression, similar to the application progress.
7
8. Introduction There is little information here that warrants it being an additional step in an already tedious process. Consider making this a very small section at the top of the survey on the next page. 7
8
Activation: Day 1 - Step 3 (Journal)
Findings 9. Repetitive Text Consider using sliders instead of radio buttons. The user will be able to compare the ease difficulty across the questions, making a more holistic decision. The sliders will also use less space and feel more visually engaging.
9
Activation: Day 1 - Question Chunking Example Findings TypeForm does an excellent job in designing their surveys so that the user is focused on one question at a time, while easily seeing their history and what is upcoming. Upon selecting an answer, TypeForm will automatically advance the user to the next question in line. As far as surveys go, TypeForm is incredibly easy to use.
Activation: Day 1 - Example (TurboTax)
Findings TurboTax uses large buttons, featuring both emotional illustrations and descriptive copy, to simplify the options for the user. We imagine that a similar technique for assessing pain or difficulty relating to the Impact Score could be a comforting representation of the content.
Activation: Day 1 - Step 4
Findings 10. Intro to Video This creates yet another step in the process. Consider moving it to the next screen, placing it next to the preview of the video itself, so the user can read and then click play without having to click Next again.
10
Activation: Day 1 - Step 5
Findings 11. Save and Continue Similar to the comments before, the disabled “Save and Continue” button should not be visible. We also noticed that a user could watch a video, but if they forget to click “Save and-and Continue” their progress is lost. Once the video is complete, the system should mark the progress as complete. The user should be presented with two options: “Replay” or “Go to Dashboard.”
11
Activation: Day 1 - Badge Earned
Findings 12. Badge For earning their first badge, this is not much ceremony here. What does this Badge mean? How do I earn more? What is next? Consider displaying this the moment the user complete the video and moving it to the previous screen.
12
Activation: Day 1 - Priorities High impact
Save and Continue
11
7 10
Progress
Intro to Video
8
Introduction
End of Video Controls
6
High effort
Low effort 9
3
1
Repetitive Text
12
Lab Series
Next Button
5
Low impact
Abrupt Ending to Video
Badge
Timeline
Acquisition
Activation
Retention
Referral
Revenue
Retention After a user has completed their Application and Day 1, Retention is the process of users coming back into the site on a recurring basis. In the context of NuSpine, this amounts to Days 2-30. Included in this section is an audit of the Retention process, including the Dashboard, daily activities, and emails sent to the user to encourage in-app participation. From our initial discussion, DT understands the following: ● ● ● ●
Of users that complete the Day 1 experience, 15% of users complete all 30 days of the program. For users that have completed the 30-day program, NPS score improves from -5 on Day 6 to +52 on Day 30. For users that have completed the 30-day program, Impact Scores have dropped from 100% to 67%. Goal is to achieve a 10x increase in 30-day user completion (1/1000 to 1/100).
Timeline
Acquisition
Activation
Retention
Referral
Program
Emails
Revenue
Retention: Dashboard - Day 2 Unavailable
Findings 1
1. Unlocked Content After Day 1, 2 new videos are available, as well as a Tip. Consider using a tootltip to indicate that there is new content available. 2. Content Hierarchy While it’s helpful to inform the user of what’s next, there is nothing else a use can do with the information. Most of the updated information exists below the fold. Consider moving progress, trophies, Impact Score, and Track Record higher up.
2
3
4
3. Day/Lesson Terminology Do we need terminology change from days to course/lesson, since it’s possible to complete Day 2 on my 3rd day? 4. See You Tomorrow Button The “See You Tomorrow” is a disabled button and should be removed. 5. Progress Tracker It’s important to reinforce progress throughout the experience. Consider leading with encouraging language (i.e “Nice work! Only two more consecutive days to unlock the next video.”).
5
Retention: Dashboard - Day 2 Unavailable
Findings 6. Micro-Achievements Consider new trophies for micro-achievements. Congrats on completing this at the same time everyday! Here’s the “Repetition Award”.
6
7. Impact Score Visuals Impact score doesn’t really indicate that it will change over time. Something simple like an x-axis that shows day 1, 6, 13, 21, and 30 may provide the next push to get people to those days. No y-axis also makes it look like 48 is maxed out. 8. Chart Color Color needs intention. Yellow doesn’t mean much without red or green for reference. What does blue mean on these charts?
7
8
9. Consecutive Streak Visual For “Longest Consecutive Streak”, what if we place “Current Streak” inside of it? That way, a user can see how close you are to achieving a new record.
9
10. Compliance? What is Compliance? Consider a more consumer-friendly term.
10
Retention: Dashboard - Stat Examples Lumosity
Insight Timer
Headspace
Retention: Dashboard - Achievement Examples Seven
Headspace
Insight Timer
Retention: Videos
Findings 11. Unlocked Videos Building from the feedback about video, now that we have unlocked the Breathing video, it’s not crystal clear that we have done so. There’s only a subtle difference in opacity. Consider more visual ceremony, like a banner, to call attention to the newly accessible video.
11
12
12. Content Overlap From Day 1 through Day 9, only two videos are shown to the user. The days are very similar, and begin to feel repetitive. Consider adding more videos, or diversifying the exercises within each video. 13
13. What’s Next? There is an opportunity to inform the user of what’s next. Consider an overlay or small banner that indicates when each video will be available.
Retention: Videos - Content Example Lumosity
Lumosity
Retention: Day 2 - Tips
Findings 14. Tip Filters As we are including several types of Tips (Lab and Exercise), a filtering mechanism may be needed to refine the visible content. 15. Tip Icon Labels Each new Tip has an icon for Lab or Exercise, but it is not clear the difference in the content types. 16. Video-Tip Cross-Link The user is now seeing tips, but is not necessarily aware of how they earned it. As content often repeats and users reference previously-completed videos, consider adding a link to the video that the tip references. 17. Are Illustrations Needed? Perhaps in the context of tips, usage of illustrations could be minimized, as the focus is on the written content.
14
15
16
17
Retention: Dashboard - Day 2 Available
Findings 18. Day 2 “Start Now� CTA Now that the Day 2 video is accessible, consider a more prominent Play button (as opposed to a Start Now button). Also consider this: Is it really necessary for a user to go to a second screen, only to see a video player and have to click Play? Could the video preview/player be visible on this screen? Could clicking play launch the video right away? 18
Retention: Dashboard - Concept
Dashboard - Video Ready Based on the recommendations in this section, this abstract wireframe communicates the general approach to hierarchy and content.
Retention: Dashboard - Concept
Dashboard - Video Complete Based on the recommendations in this section, this abstract wireframe communicates the general approach to hierarchy and content.
Retention: Dashboard - Example Calm
Retention: Dashboard - Priorities High impact Content Hierarchy
12
Content Overlap
Impact Score Visuals
7 1
2
Unlocked Content
11
Unlocked Videos
Consecutive Streak Visual
9
Progress Tracker
5
High effort
Low effort 13
18
4
10
15
Day 2 “Start Now” CTA
“See You Tomorrow” CTA 17
Compliance?
Tip Icon Labels
What’s Next?
14
Are Illustrations Needed?
Tip Filters Low impact
16
Video-Tip Cross-Link
6
Micro-Achievements
Timeline
Acquisition
Activation
Retention
Referral
Program
Emails
Revenue
Retention: Emails - New Day Unlocked
Findings 1. Motivate and Incentivize Rather than simply informing the user that the video is ready, this email is an opportunity to surface some of the metrics from the dashboard. Remind the user of their goals, their stats, encourage them to continue their streak.
1
Retention: Emails - Informative
Findings 2. CTA Linking to JAMA Every email sent to the user should have the goal of retention and engagement. The CTA for this message leads the user to a JAMA article. Instead of linking directly to this, the CTA should link to a resource center or blog hosted by NuSpine, where an article summary and link to JAMA can be found. This is also an opportunity to include studies and publications from the NuSpine team of experts. 2
Retention: Emails - Come back!
Findings 3. Reminder Messaging Let the user know that it doesn’t take much to get back on track. Consider the questions they may have: Where do I pick up? What day am I on? What activities do I need? How much time does it take to get back on track?
3
Retention: Emails - Final Reminder
Findings 4. Your Final Reminder This subject line is typical of a financial entity, as if the user is being warned that this is their last chance to pay a bill before collections is called. Consider a friendlier way of encouraging the user to get back on track.
4
Retention: Emails - Priorities High impact
2
CTA Linking to JAMA
1
Motivate and Incentivize High effort
Low effort
3
4
Reminder Messaging
Your Final Reminder
Low impact
Timeline
Acquisition
Activation
Retention
Referral
Revenue
Referral During and after the 30 day program, users should be incentivized to share and promote their usage of the NuSpine program. An important metric for determining success of a referral program is the viral coefficient, which is calculated as the average number of invitations sent by each existing user times the conversion rate of invitation to new user (e.g. 5 invites sent with a 20% conversion rate results in a viral coefficient of 1.0) Included in this section is an audit of the Referral process, which does not currently exist is a concrete way. Much of what is contained in this section will be recommendations based on potential future functionality. From our initial discussion, DT understands the following: â—? â—?
The current viral coefficient for users in the application is unknown. The goal is to achieve a viral coefficient of >1.
Referral - Recommendations
Recommendations 1. Community Engagement The user has joined the NuSpine program! Give them a chance to share with their friends in exchange for a one-month trial of Premium. This is assuming that a monthly pricing model with premium content is created. Reference this slide for area of focus. 2. Exercise Completion The user has completed an exercise! Let them share with their network. Reference this slide for area of focus. 3. Refer a Friend / Upgrade to Premium At any point in time, a user should be able to upgrade to Premium content, or share on X amount of social networks in exchange for a one-month trial. 4. Badges Every time a user earns a badge is a chance for them to brag to their friends about it.
Referral - Community Engagement Examples Insight Timer
Strava
Referral - Refer a Friend / Upgrade to Premium Example Headspace
Referral - Badges & Exercise Completion Example Seven
Referral - Priorities High impact
3
2
Refer a Friends / Upgrade to Premium
Exercise Completion High effort
Low effort 4
1
Community Engagement
Low impact
Badges
Timeline
Acquisition
Activation
Retention
Referral
Revenue
Revenue Immediately after the user has completed the Application process and has been accepted into the NuSpine program, the user is prompted to select between 2 plans. From our initial discussion, DT understands the following: ● ● ● ●
0% users are currently on the paid plan. 100% of users are currently on the free plan. NuSpine has recently obtain recommendation by Intel, and is pending recommendation by the FDA. The goal is to jump to a priced model.
How to jump into a priced model?
Revenue - Recommendations
Recommendations 1. Premium Content Using the freemium model, allows users to have access to a limited amount of content, and gate the rest for premium users willing to pay X per month for it. 2. Trial Membership Give users access to all of the content, letting them experience the benefits of a full paid account. Consider a 30-day free trial. This could encourage users to upgrade after the 30 days, and it may also result in an increase in completion of the program within the first 30 days. 3. Video Coaching There may be an element of personalized coaching that can be implemented. For example, Clarity offers video calls with Experts in the Startup space for a specific fee per minute.
Revenue - Premium Content Examples Seven
Headspace
Lumosity
Revenue - Trial Membership Examples Headspace
Headspace
Seven
Key Takeaways
Key Takeaways
From acquisition through retention, the bones of the NuSpine program are there. NuSpine has the required credibility, valuable content, and a program that is proven to work. Throughout this deck, we’ve cited very tactical and quick UX fixes, as well as some larger areas for restructuring the program. Based on these notes, we recommend the following projects (in no particular order). Marketing Page Strategy Revisit the content strategy (positioning, messaging, and copy) of the program, team, and validation from reputable sources including Intel, the FDA, etc. Dashboard Hierarchy & Retention Using the rough wireframes as a guide, restructure the dashboard to prioritize progress, upcoming exercises, and incentive structure. User Interviews A quick series of 5 customer interviews could provide additional insight into use cases and importance of content types. Application Process Test a lean application process, with the goal of increasing the Application completion rate from 20% to 40%. Consider allowing users to quickly create an account, and ask for detailed information after account is created. Revenue Strategy Conduct a trial run by creating two new videos offered at a premium price, making the program a source of content that users find value after the initial 30 days.
End!