Life Time Health

Product Strategy • Experience Strategy • Native App Redesign

Goal

Understand why app adoption and engagement metrics were much lower than program goals, and leverage these findings to inform a new strategy for a scalable and profitable business while changing people’s lives in the process.

Challenges

  • App adoption and engagement metrics were not meeting goals

  • 1:1 coaching program was wildly successful yet the self-serve program was not

  • Life Time Health team had fallen into the trap of “I am the user” and didn’t fully understand the customer mindset

My Approach

  • Understand adoption and engagement behaviors of the current app through qualitative and quantitative research

  • Create a product strategy to address both near-term and long-term needs

  • Leverage design thinking process to move quickly and build shared understanding

Before: Life Time Health native app

Customer Mindset + Expectations

To better understand and define the problem, I conducted stakeholder interviews, ran customer surveys, and conducted 1:1 customer deep dive interviews.

Findings


  1. Gap between self-serve program NPS of 14 vs 1:1 coaching of 68


  2. Health is personal, emotional, and unique to everyone’s genetics, history and situation


  3. App content was too advanced for the typical user resulting in a gap between business and user objectives

research findings

research findings

Life Time Health was investing in creating advanced programs (triathlon and 10k), yet users wanted basic and introductory information (energy, eating on the go).

research findings

Product Strategy

I developed near-term and long-term opportunities that would allow the product team to continue making meaningful improvements while the business determined how to address the program fundamentals.

Near-Term Product Optimization

With discovery and research findings in hand, I developed a near-term product strategy to solve for the most immediate problems.

Problems to Solve


  • Users want basic, easy-to-understand and follow health guidance to adopt healthier behaviors

  • Users don’t want all the bells and whistles of the former app which included Life Time Fitness gym programs (eg: class schedules and weight lifting how-to videos)

  • Onboard new and recurring users over time and spoon-feed new information only when they are ready to learn a new habit

Approach

  • Led collaborative, cross-functional ideation sessions

  • Moderated validation testing with stakeholder viewing

Prototype + Validation Testing

We prioritized: 


  • New onboarding screens to introduce the concepts of this different program

  • Simplified navigation

  • Most important content first

What we found:

  • Improved comprehension of the program

  • Excitement for the concept

  • Minor usability improvements

prototype screens for validation testing (Onboarding and Home Screen)

Before (left) and After (right) Home Screens

Long-Term Product Strategy

In addition to identifying the near-term product improvements, I led a multi-day strategy session to co-create the long-term product strategy.

Outcomes


  • User personas and objectives

  • Story mapping of ideal experience

  • Feature ideation

  • Product vision statement

in-person co-creation session

Outcomes

Near-Term Optimization

  • Simplified onboarding to better introduce concepts to users

  • Improved wayfinding and navigation to prioritize where user and business objectives align

  • Simplified content strategy with a focus on the basics and educational content

Long-Term Product Strategy

  • Customer-centric product roadmap underway

  • Development of new programs to meet user needs

  • App restructuring to support customer mindset