Movement Ecosystem
I tackled a big-picture strategy project for a Health & Fitness app. Starting with a market analysis, I identified current trends and mapped out where the industry might go. I created a user personas matrix based on revenue ideas to people's needs. Then, I pushed further, envisioning a broader ecosystem. This approach imagined the app as the center of a connected health experience, potentially linking with wearables, nutrition services, and even healthcare experts.
( Strategic exploration )
Overview
Responsibilities
Team Leadership
Stakeholder Engagement
Trend Research
Strategic Planning
Implementation Planning
Team
1 CEO, 1 CPO
1 Design Director
6 Product Owners
7 Product Designers
Goals
To explore long-term growth and opportunities
Ideate about a sustainable strategy aligned with user needs
Create a vision for an integrated wellness ecosystem
Existing Products
( Overview )
164M+ users total
2 main products
3 business directions
9+ years on the market
150 people in the team
Potential for Innovation
A big user community, a bunch of different products, and a team with loads of experience - that's the solid base for the Movement Ecosystem. It's got all the pieces to really take off and make something special.
Idea of an Ecosystem
( General idea )
A powerful tool for health-savvy users and healthcare experts. It digs deep into your health data, giving you the full picture. Smart algorithms crunch the numbers to give personalized health predictions and risk assessments. The platform offers doctor-approved programs to help prevent diseases.
What sets it apart is how it bridges the gap between everyday health tracking and professional medical insights. It's like having a health coach and a medical team in your pocket, working together to keep you at your best.
Why this solution will work?
Health and Fitness in 2024
Wellness trends
( Overview )
Healthcare system global crisis
Healthcare systems face crises globally due to a confluence of factors: rising demand, insufficient resources, outdated infrastructure, and limited accessibility. These challenges underscore the need for comprehensive reforms to ensure sustainable and inclusive healthcare for all.
The rise of neuroscience and behavioural science popularization
The topic is surging on social media, notably through podcasts, enjoying a newfound popularity. Audiences are growing, reflecting a rising interest in understanding the mind.
Data-driven approach
Wearable devices like the Apple Watch are becoming essential tools for health tracking. Since the iOS 17, Apple showes a new focus on Mental health features, as well as focus on cardiovascular health.
A growing interest in personalized health monitoring is increased use of continuous glucose monitors(CGM) among health-focused folks to gain insights into metabolic health.
Healthy Habits Enthusiasts
Who are they?
( Health and fitness audience )
New Year’s Resolution folks
Intentions:
start a new life after Xmas. Set an ambitious goal for yourself
Market: well-established
Solutions: plenty of apps
Huberman Husbands
Intentions:
live a longer, healthier, more fulfilling, productive life without chronic disease
Market: empty for now but not for long
Solutions: not released yet
People in a Pivotal Moment
Intentions:
realising the vital changes that should be done to a lifestyle before it's too late
Market: not established
Solutions: mainstream healthcare
New Year’s Resolution folks
Stand-alone niche apps that solve individual particular needs
Ad-Supported Freemium
Monetisation Model
Pay-per-Unit, Ads, Subscriptions
Revenue Streams
Moderate (2:1 LTV/CAC)
Expected LTV
2 months
Active Users’ Lifecycle
DAU
Northstar Metric
Optimising efficiency of revenue
Product Focus
Main motivation
Craving for self-improvement, personal growth and make positive changes
Next level
Entry-level apps transform into tools tracking various activities. They become integral parts of the ecosystem architecture, forming building components in the Health Prevention Solution
Huberman Husbands
Movement Ecosystem – an app with seamless integration between health data and wearables
Ad-Supported Freemium
Monetisation Model
Subscriptions
Revenue Streams
Standard (3:1 LTV/CAC)
Expected LTV
4-8 months
Active Users’ Lifecycle
Retention
Northstar Metric
User-friendly solution, driven by users’ needs
Product Focus
Main motivation
Want spend less efforts on manually gathering their data from different sources in Google Sheets and analysing it
Next level
A tool that can analyze health data, suggest areas for improvement, offer programs for health benefits, and disease prevention. It also educates and provides health news in science
People in a Pivotal Moment
Movement Ecosystem – an app with clinically approved programs for the prevention of major diseases under the supervision of healthcare professionals
Paid Access
Monetisation Model
Healthcare Providers, Pay-per-Unit
Revenue Streams
High (5:1 LTV/CAC)
Expected LTV
3-12 months
Active Users’ Lifecycle
Measurable Behaviour Changes
Northstar Metric
Product Focus
B2B integrations
Main motivation
Healthcare professionals underscored the level of the health issue. Ready for commitment to making the necessary changes
Next level
A comprehensive health analysis platform targeting a broad audience. Data-driven algorithms to provide personalised predictions and probability rates for individuals' health conditions.
Benefits of building the Ecosystem
( The solution )
Flexible Growth that can easily accommodate the addition of new apps or features, allowing for organic and strategic growth
Cost-Effective User Retention. Users are more likely to stay within the ecosystem, reducing churn as they find value across different apps
Shared Data provides comprehensive insights and personalised user experiences, enabling more informed decision-making and personalised user experiences
Focus on Stickiness
( The solution )
Reward-driven wellness. Behavior science keeps users motivated. Positive reinforcement boosts every healthy action.
Small steps, big impact. Easy wins build lasting healthy habits. Minor changes accumulate into major health improvements.
Heart-centered insights. Heart data reveals stress patterns. Understanding cardiac rhythms leads to better stress management.
Community health support. Like-minded groups boost disease prevention efforts. Shared goals create stronger motivation and accountability.
Data-driven decisions. Daily actions transform into valuable health insights. Smart analysis guides more informed lifestyle choices.
Customer stickiness vs retention
Stickiness often involves factors like user experience, convenience, unique features, and emotional connection that make it hard for customers to switch to alternatives.
In essence, customer stickiness is about creating a product or service that naturally retains users, while customer retention involves deliberate efforts to foster loyalty and prevent churn.
Habitual usage contributes significantly to user engagement. A sticky app lays the foundation for sustained engagement, creating a positive cycle where engaged users, in turn, contribute to the app's stickiness.
Is the solution align with the company’s mission?
The Ecosystem
A simple entry point to the wellbeing world for different people who have motivation to become a better and healthier versions of themselves. It contributes significantly to the overarching goal of enhancing the well-being of people worldwide and makes an impact on their health.
Movement Ecosystem
A versatile tool for advanced users and healthcare experts that offering a comprehensive health analysis platform. Through data-driven algorithms, it provides personalised predictions and probability rates for individuals' health conditions. Clinically approved programs for disease prevention, supervised by healthcare professionals, underscores its commitment to global health.
Summary
This project involved developing a comprehensive strategy for a Health & Fitness app, including market analysis, trend identification, and creation of a user-focused monetization matrix. The work culminated in envisioning a broader ecosystem, positioning the app as the center of an integrated health experience that could potentially connect with wearables, nutrition services, and healthcare professionals.