Cronometer
The World’s most comprehensive nutrition tracking app.
The Challenge
Cronometer is the World’s most comprehensive nutrition tracking startup with a mission to provide the tools and data to empower people to make informed health decisions in the simplest way.
Their B2C Web and mobile apps sync with the leading health wearable devices allowing their customers to take ownership of their health goals by offering quality, impartial and trustworthy access to accurate, scientific data. They also offer a B2B platform for health professionals to track their clients' health.
At the time of this project, Cronometer offered both free and paid premium subscriptions for their app, and while Cronometer was successful at attracting and acquiring free subscribers, conversion and retention rates for paid premium subscriptions were less desirable.
Our Approach
Through an in-depth discovery process we discovered that Cronometer knew little about their customer segments, including motivations, attitudes, goals, and behaviours. Whether Cronometer was satisfying their customers' needs through their service offering and user experience (UX) was also largely unknown.
To learn how to improve their conversion and retention rates it became a strategic necessity to conduct systematic customer development, as well as generative and evaluative user research. When we had identified the most pivotal business and UX assumptions we devised our research strategy and methodology.
Unfortunately, we are unable to share the results due to signing an NDA. We trained, managed, and collaborated with Cronometer's team for this user research project to produce deliverables, including: a heuristic evaluation; quantitative survey results; user personas; user journey mapping; reporting; and presentation of results. Overall, we provided actionable recommendations for designing a technically feasible app UX, including user interface (UI) design features.
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