Lulu - The Designer

Noerden

Company

Noerden, Butler Industries

Industry

Fitness

Role

Senior Product Designer

Platform

Native App, Website

About Product

Noerden is your all-in-one app that empowers you to take control of your health and achieve your wellness goals. It seamlessly connects with your Noerden smart devices (smart scales, smart bottles, hybrid smartwatches) to provide a complete picture of your body's data.

Task

Revamp the Noerden app to significantly enhance user experience.

Results

Gained over 500k (from 50k) global users in a year by leveraging advanced data analytics to provide personalized fitness insights and recommendations.

Tools

Problem

Negative Impacts of Low User Engagement and Discrepancy Between Device Sales and App Sign-Ups

The discrepancy between the number of smart devices sold and the number of app sign-ups, coupled with low user engagement, indicates a significant issue within the app's user experience or value proposition. This problem caused several negative impacts on the business:

Revenue Loss
- Decreased product value: A smart device without an active app diminishes its perceived value, impacting future sales.
- Reduced subscription revenue: If the app offers premium features or subscriptions, low engagement translates to lower revenue.
- Missed opportunities for data monetization: Without sufficient user data, opportunities for targeted advertising or data-driven product development are limited.
Brand Reputation Damage
- Negative word-of-mouth: Dissatisfied users may share negative experiences, impacting the brand's reputation.
- Decreased customer loyalty: Low engagement fosters a sense of disengagement and reduces customer loyalty.
Product Development Challenges
- Limited user insights: Without sufficient user data, it is difficult to identify areas for improvement and inform product development decisions.
- Stalled innovation: Lack of user engagement can hinder the development of new features and functionalities.
Competitive Disadvantage
- Market share erosion: Competitors with more engaging apps attract users away from the platform.
- Reduced investor confidence: Low user engagement and device utilization have negatively impacted investor perception.

To address these issues, a comprehensive analysis of the user experience, app features, and marketing strategies is necessary to identify the root causes and implement effective solutions.

Old App Design

App Analysis

Home Page
- Lack of Personalized Dashboard
- Dynamic data visualization: Lack of interactive elements to display key metrics like heart rate, steps, sleep, and stress levels.
- Does not show sleep duration at a glance on the homepage, need to scroll
- Does not allow users to personalize the homepage with their preferred data points.
- Does not provide shortcuts to frequently used features like starting a workout
- No tips or advice on how to achieve my goals
- No information on how to lose weight/gain muscles or what kind of meals I should consume
Device Page
- Unable to view all devices if I have more than one
- A lot of actions that are not utilised by users take up the whole page
- Do not inform me if my watch battery is low
- Uncommon placement of buttons
Profile Page
- White space for a profile
- Uncommon information hierarchy
Global (UI)
- The button size is much bigger than normal
- The button text is much larger than the body text
- The support button is hidden

The homepage fails to offer a truly personalized experience, lacking interactive elements for key metrics, a clear overview of sleep duration, and customizable layouts. Essential shortcuts for frequently used actions are absent.

The device page is cluttered and lacks essential information. It fails to provide a clear overview of multiple devices, overwhelming users with unnecessary actions. Critical device information, such as battery status, is missing, hindering user experience.

The profile page suffers from poor visual hierarchy and inefficient use of space. Essential user information is not prioritized, and the overall layout is unengaging.

The app suffers from inconsistent visual hierarchy with oversized buttons and disproportionate text, creating a visually jarring experience. Additionally, the support button is poorly placed, hindering accessibility.

Research

Target Research: Existing Users

Functionality
- Bugs and glitches: The app might crash, freeze, or have functionalities that don't work as intended.
- Complexity: The core features might be difficult to understand or use, leading to frustration.
- Missing features: The app might lack functionalities users expect from a companion app for their smart device.
User Experience (UX)
- Unintuitive interface: The app's layout and navigation might be confusing or difficult to learn.
- Lack of onboarding: New users might be thrown into the app without clear instructions on how to use it effectively.
- Poor information architecture: Finding specific settings or information within the app might be time-consuming or challenging
Engagement
- Limited value proposition: Users might not understand how the app enhances their smart device experience and may not see a reason to use it regularly.
- Lack of personalisation: The app might offer a one-size-fits-all experience, failing to cater to individual user preferences.
- Absence of engaging features: There might be a lack of features that keep users coming back to the app, leading to disengagement.

Target Research: New Users

Onboarding and Setup
- Confusing setup process: The initial setup and connection between the app and smart device might be complex or unclear.
- Lack of clear instructions: New users might be left without proper guidance on how to use the app's features effectively.
- Technical difficulties during setup: Bluetooth pairing issues, Wi-Fi connection problems, or other technical hurdles could prevent a smooth setup experience.
Understanding App Value
- Unclear value proposition: New users might not immediately grasp how the app enhances their smart device experience and its overall benefits.
- Limited in-app tutorials: The app might lack sufficient tutorials or explainer videos to guide users through core functionalities.
- Unrealistic expectations: Marketing materials or product descriptions might oversell the app's capabilities, leading to disappointment upon initial use.
General User Experience (UX) Pain Points
- Unintuitive interface: Just like existing users, a confusing layout and navigation can make it difficult for new users to learn and explore the app.
- Hidden features: Important functionalities might be buried within menus or settings, making them difficult to discover.
- Lack of personalisation: The app might not offer options for customisation, hindering new users from tailoring the experience to their preferences.

Competitors Analysis

Garmin App

Strengths
- Strong brand recognition: Garmin is a well-established brand in the wearable technology market.
- Diverse product range: Offers a wide range of devices and accessories catering to different user needs.
- Robust data collection: Captures comprehensive user data for in-depth analysis.
- Integration with multiple platforms: Compatibility with various devices and ecosystems.
Weaknesses
- Complex user interface: Some users find the app interface cluttered and difficult to navigate.
- Limited social features: Lack of robust community-building features compared to competitors.
- Dependency on hardware: Reliance on Garmin devices can limit user base.
- Data privacy concerns: Potential issues related to data security and privacy.
Opportunities
- Enhanced AI integration: Utilize AI for personalized recommendations and insights.
- Expanded health features: Incorporate advanced health metrics and tracking.
- Strengthened community building: Foster a more engaged user community.
- Integration with third-party apps: Expand compatibility with popular fitness and health platforms.
Threats
- Intense competition: The wearable technology market is highly competitive with numerous rivals.
- Rapid technological advancements: Staying ahead of the curve in terms of hardware and software is crucial.
- Data privacy regulations: Adhering to evolving data protection laws can be challenging.
- Economic downturns: Consumer spending on wearable technology may decline during economic recessions.

Apple Health App

Strengths
- Seamless integration: Strong integration with Apple ecosystem (iPhone, iPad, Apple Watch).
- Robust data tracking: Comprehensive range of health metrics (steps, heart rate, sleep, etc.).
- User-friendly interface: Intuitive design and easy navigation.
- Strong brand reputation: Benefits from Apple's overall brand trust and loyalty.
Weaknesses
- Limited third-party integration: Compatibility with other fitness devices and apps is restricted.
- Focus on Apple hardware: Dependence on Apple devices limits potential user base.
- Lack of in-depth analytics: Could provide more detailed insights into health trends and patterns.
- Limited social features: Fewer social interaction and community building options compared to competitors.
Opportunities
- Expanded health features: Incorporate advanced health metrics like blood pressure, glucose monitoring, and mental health tracking.
- AI-powered insights: Utilize AI to provide personalized health recommendations and predictions.
- Enhanced social features: Foster a stronger community through challenges, leaderboards, and support groups.
- Third-party app integration: Expand compatibility with popular fitness and wellness apps.
Threats
- Increasing competition: Intense rivalry from other tech giants and fitness companies.
- Data privacy concerns: Growing scrutiny of data handling practices.
- Economic downturns: Potential impact on consumer spending on wearable devices.
- Rapid technological advancements: Need to stay ahead of emerging technologies.

Personas

Name

Camille

Target Type

Existing User

About

Age: 32
Occupation: Marketing Manager at a Tech Startup
Location: Paris, France
Device: iPhone 13

Quotes

"My body is a machine, and I need the right data to fine-tune it."
"Most fitness apps are too generic - I need insights specific to my training goals."
"Seamless integration with my existing wearables is crucial."

Psychographics

Motivations: Wants to improve her overall health and well-being. Seeks to understand her body better and make data-driven decisions about her health habits.
Values: Balance, convenience, and accuracy.
Personality:
Proactive, goal-oriented, and tech-savvy.
Limited body awareness:
Camille feels disconnected from her body and doesn't have a clear picture of her daily activity levels or hydration habits.
Information overload: Struggles to find reliable and trustworthy health information online.
Unstructured approach to health: Doesn't have a structured plan to improve her health and relies on guesswork or sporadic efforts.

Needs

Simple and user-friendly app: Needs an app that is easy to use and understand, even for someone who isn't super tech-savvy.
Holistic view of health data: Wants to see all her health data (weight, steps, hydration) in one place for a comprehensive picture.
Actionable insights and recommendations: Needs guidance on interpreting her data and making positive changes to her health habits.
Motivation and support: Seeks encouragement and support to stay on track with her health goals.

Frustrations

Inaccurate data: Concerned about the accuracy of health data collected by some wearables and apps.
Confusing health information: Feels overwhelmed by the sheer amount of conflicting health advice available online.
Lack of personalized guidance: Disappointed by generic health recommendations that don't consider her individual needs and goals.

How to Help

Easy-to-use interface: Tracks weight, steps, and hydration with clear data visualisation.
Centralised dashboard: Offers a holistic view of her health data in one place.
Personalised insights and coaching: Analyses her data and provides tailored recommendations for improvement.
Actionable tips and challenges: Suggests practical steps to improve health habits and offers motivational challenges.

Customer Journey Map

User with Smart Watch

Stage 1: Awareness and Consideration
- User Actions: Discovers Noerden app through app store, social media, or recommendations. Researches app features and reviews.
- Thoughts and Feelings: Seeks a comprehensive fitness tracking solution, unsure about app's effectiveness.
- Needs: Clear information about app features, device compatibility, and privacy policy.
Stage 2: App Download and Onboarding
- User Actions: Downloads the app, creates an account, connects smart watch.
- Thoughts and Feelings: Excited about starting fitness journey, concerned about data privacy.
- Needs: Easy setup process, clear instructions, and personalized guidance.
Stage 3: Data Exploration
- User Actions: Explores app features, views collected data, sets goals.
- Thoughts and Feelings: Curious about data insights, motivated to achieve fitness goals.
- Needs: User-friendly data visualization, actionable insights, and goal-setting tools.
Stage 4: Daily Usage
- User Actions: Checks daily stats, syncs data, tracks workouts, monitors sleep.
- Thoughts and Feelings: Enjoys tracking progress, motivated by achievements, seeks variety.
- Needs: Reliable syncing, diverse workout options, and social features.
Stage 5: Progress Tracking and Goal Achievement
- User Actions: Reviews progress, adjusts goals, seeks additional support.
- Thoughts and Feelings: Motivated by achievements, seeks accountability, desires personalized guidance.
- Needs: Detailed progress reports, access to virtual coaching, and community support.
Stage 6: Retention and Loyalty
- User Actions: Continues using the app, refers friends, provides feedback.
- Thoughts and Feelings: Satisfied with app experience, values long-term benefits.
- Needs: Ongoing motivation, new features, and exclusive offers.

Key Pain Points:

Difficulty connecting smart watch
Inaccurate data tracking
Lack of personalized recommendations
Limited social features
Insufficient motivation and support

User with Smart Bodyscale

Stage 1: Awareness and Consideration
- User Actions: Discovers the Noerden app through app store, social media, or recommendations. Researches app features and reviews.
- Thoughts and Feelings: Seeks a comprehensive body composition tracking solution, unsure about app's effectiveness.
- Needs: Clear information about app features, device compatibility, and privacy policy.
Stage 2: App Download and Onboarding
- User Actions: Downloads the app, creates an account, connects smart bodyscale.
- Thoughts and Feelings: Excited about starting body composition tracking, concerned about data privacy.
- Needs: Easy setup process, clear instructions, and personalized guidance.
Stage 3: Data Exploration
- User Actions: Explores body composition data, sets weight loss or gain goals.
- Thoughts and Feelings: Curious about body composition changes, motivated to achieve goals.
- Needs: User-friendly data visualization, actionable insights, and goal-setting tools.
Stage 4: Lifestyle Integration
- User Actions: Connects other health apps (e.g., fitness tracker, nutrition), tracks diet and exercise.
- Thoughts and Feelings: Seeks a holistic view of health, motivated by progress.
- Needs: Seamless integration with other apps, personalized recommendations.
Stage 5: Progress Tracking and Goal Achievement
- User Actions: Monitors body composition changes, adjusts goals, seeks additional support.
- Thoughts and Feelings: Motivated by achievements, seeks accountability, desires personalized guidance.
- Needs: Detailed progress reports, access to virtual coaching, and community support.
Stage 6: Retention and Loyalty
- User Actions: Continues using the app, refers friends, provides feedback.
- Thoughts and Feelings: Satisfied with app experience, values long-term benefits.
- Needs: Ongoing motivation, new features, and exclusive offers.

Key Pain Points:

Difficulty connecting smart bodyscale
Inaccurate data tracking
Lack of personalized recommendations
Limited integration with other health apps
Insufficient motivation and support

Noerden

✦ From 50k to 500k Global Members within 1 Year ✦

App Store

Google Play

Noerden

✦ From 50k to 500k Global Members within 1 Year ✦

App Store

Google Play

New App Design

App Updates

Insight & Guidance
- Smart Coaching: Noerden's advanced algorithms analyse your data and offer personalised recommendations based on your goals.
- Weight Loss: Receive tailored meal plans, exercise tips, and motivational tips to reach your weight loss goals.
- Muscle Building: Get custom workout routines, nutrition advice, and progress tracking to optimise muscle growth.
- Improved Sleep: Noerden analyses your sleep patterns and recommends adjustments to your sleep hygiene for better quality rest.
Staying Motivated
- Goal Setting: Set achievable and specific goals to keep you focused and motivated.
- Progress Tracking: Visually track your progress through charts and graphs to celebrate your achievements.
- Daily Reminders: Receive personalized reminders to stay on top of your hydration goals, weigh-ins, or exercise routines.
- Social Fitness App: Connect with friends using the Noerden social fitness app to share your progress, participate in friendly challenges, and stay motivated together.
Seamless User Experience
- Simple and Intuitive Interface: Navigate the app effortlessly with a user-friendly design.
- Cross-Device Compatibility: Access your Noerden app and data from your smartphone, smart watch or tablet for ultimate convenience.
- Compatible with Apple Health & Google Health: Get a holistic view of your health by combining data.
- Data Security: Noerden prioritises data security. Your health information is encrypted and stored securely using industry-standard practices.

Features

Connected Smart Devices: Effortlessly sync your Noerden smart devices with the app for automatic data collection.
Personalised Health Dashboard: See all your biometrics (weight, body composition, hydration) and activity levels (steps, distance, calories burned) in one central location.
Data Visualisation: Track your progress over time with insightful charts and graphs to monitor trends and celebrate achievements.
Goal Setting: Based on body composition analysis, help users set realistic and achievable goals related to weight loss, muscle gain, or body fat reduction.
Personalised Coaching: Provide tailored recommendations on nutrition, exercise routines, and lifestyle habits based on individual body composition and goals.
Water Intake Logging: Allow users to easily log their water intake throughout the day, with options for different sized water bottles or glasses.
Customisable Goals: Set personalised daily hydration goals based on factors like weight, activity level, and climate.
Hydration Reminders: Receive personalised reminders on app and on the bottle to drink water throughout the day.
Data Collection:
- Automatic Tracking: Integrate with wearable devices (smartwatches, Apple Health) for automatic step counting throughout the day.
- No Manual Entry: Sync with Apple Health so no need to input steps if they don't use a wearable device.

Summary

Noerden is a comprehensive health and wellness app designed to optimize user well-being through seamless integration with smart bodyscales and watches. By providing in-depth body composition analysis, personalized goal setting, and actionable insights, Noerden empowers users to track progress, make informed lifestyle choices, and achieve their health objectives. Through features such as social interaction, community support, and integration with other health platforms, Noerden fosters a holistic approach to wellness, driving long-term user engagement and loyalty.