From Churn to Earn: How We Reduced Churn by 23% of Qalorie App and Kept Users Engaged.
Challenge
How might we reduce user frustration and â¨â¨improve the Qalorie app's usability to lower churn rates and increase positive reviews?
My Role
Tools
Figma, FIgjam, Miro
Timeline
Jun - Aug 2022
Team
Solo Designer, PM and Dev
Understand
Context
Qalorie is an app for tracking calorie intake and managing diets for weight management and healthy living.
User Problem
Users frequently encounter difficulties with the app, resulting in frustration and a loss of motivation to continue using it.
Business Problem
High Churn Rate
Frustrated users abandoned the app at a rate of 58% within the first month.
Negative Review
The app store ratings fell to 2.8 stars, turning away new users.
Constraints
Lack of Analytics Data
The app lacks relevant analytics data for problem identification.
Lack of Large Sample
Limited time and resources prevent the collection of a large number of sample users.
Insufficient Traffic
The app lacks relevant analytics data for problem identification.
Discover and Research
Product Discovery
First we look into the existing design to understand its current experience
Interview and Appstore review Analysis
Interviewed with 5 participants to understand the struggle of low motivations and progress and analyzed the appstore reviews
Key Findings
Gathering insights from User Interview and App reviews we found:
Prioritizing Lifestyle Over Fitness
Users value convenience and efficiency in managing their diet within their lifestyle.
Tedious food logging
Users spent too much time manually inputting meals that discourages mostly.
Seeking Progress Beyond Numbers
Users want to see their progress in terms of overall well-being and lifestyle, not just numerical data.
Craving Emotional Rewards
Users need emotional rewards & recognition to stay motivated; without them, they lose interest & leave.
Refine Userflow
Restructuring the Navigation
The proposed flow reduced the friction and hence the Psych got increased
Iteration
Iterations from Usability Tests
5 rounds of moderated tests informed iterations that helped refine the components.
Solution
Before and After
Streamlining the Food Logging
Redesigned home page and navigation to simplify food logging
âĸ Last meal function to swiftly log frequently eaten foods
âĸ Integrated logging features for quicker entries of lunch, breakfast, and dinner meals
âĸ Replaced several tabs in the bottom navigation with a central button for seamless input addition, minimizing friction.
Clear Progress Visualization
Visualizing progress, growth and success to encourage to adapt healthy eating habit
âĸ Progress dashboard that display weight, calorie, and nutrient trends over time.
âĸ A streak system to encourage daily app use.
âĸ Non-numeric indicators to highlight broader lifestyle benefits beyond weight loss
3. Encouraging Users with incentives.
A points system rewards users for achieving goals consistently and keep engaged
âĸ In order to encourage users to use the app for every meal, I thought gamification could be a good incentive.
âĸ Users earn points by reaching specific milestones set for various challenges.
âĸ Points can be used to claim rewards.
Hook Model to build a health habit
Hook Model to build a healthy habitual eating tracking
The app leverages the Hook Model to encourage habitual use, helping the user stay mindful of their food intake and health goals over time.
Testing
A/B Testing Constraints
1
Insufficient Traffic for A/B Testing
We lacked the necessary traffic volume to effectively conduct A/B testing.
2
A/B Testing Takes Too Long
We didn't have thousands of years to wait for the results.
Usability Testing
Product Discovery & Validation
Outcomes
Testing Impacts
The project was a success on all fronts
68%
Reduction in food logging time
53%
Almost users check progress daily
23%
Churn reduced from 58% to 23% in first week
4.4
App Store rating up to 4.4 40+ reviews)
