Noom
My Role
Lead UX Researcher
Responsibilities
Research, Synthesis, Ideation, Validation
Timeline
1 month
Noom is a psychology-based weight loss program that emphasizes changing habits for good. It has three pillars: the course content, meal logging, and 1:1 motivational coaching. Our team specifically focused on the calorie budget and meal logging feature within the Noom app to drive our key metric average meals logged.
The Problem
Our users come to Noom to lose weight for good, and our combination of features tackles that challenge by focusing on their relationship with food, having users log meals, and track their calorie intake.
The calorie budget in our app helps users reflect on their daily intake, but the ask and the task are challenging. Meal logging in the app is time-consuming and tedious.
The Proof
Behavioral data showed that the average number of meals logged dropped after the first week.
More than 40% of users cancel after their free trial because our food logging feature is a “dealbreaker.”
Research Goal
Identify key opportunities to improve our calorie-focused features and ultimately improve our key metric, average meals logged, a leading indicator of retention.