Cronometer is the World’s most comprehensive nutrition tracking start-up 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 science based, accurate data, metrics, and facts. They also offer a B2B platform for health professionals to track their clients' health.
At the time of this project, Cronometer offered Free (basic features) and Gold (premium features) subscriptions for their app. While Cronometer was successful at attracting and aquiring Free subscribers, conversion and retention rates for Gold subscriptions were less desirable.
Through an indepth 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, including:
I signed an NDA for this project so I am unable to share the specific findings. We did learn that a large majority of Free users were not Below is a snapshot of some of the assets created, including primary and secondary personas we identified and their respective the UX journeys. We also provided actionable insights and recommendations for ongoing business development, marketing and UX design.