Lifesum, healthy living simplified
Lifesum helps people have a healthier and happier life by offering diet plans, a food diary, a macro calculator and healthy recipes in one convenient place. Its primary focus is on weight loss programs and it also offers maintain and gain weight solutions. Parallel to the app, Lifesum also has a lot of different partnerships with Nike, Google and Samsung.
Project type
Web, iOS & Android app
Company
Lifesum, Senior Product Designer, 2019
Growing the product
Lifesum is loved by many for its beautiful UI and efficient meal and diet plans. I design to grow the product by providing a smooth experience for the new user, as well as, strategies to increase user retention and revenue.
On the side, I also help with partnerships designing mostly marketing landing pages. More specifically, my four areas of work are:
1. Conversion Rate Optimization
2. New User Experience
3. Marketing and Partnerships
4. Project planning and product roadmap
Conversion Rate Optimization
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of visitors who take a desired action in the app - in Lifesum's case, buying Lifesum. To achieve that, several optimizations are made by experimenting with different strategies and designs using A/B tests.
1. Premium Paywall
58% of the users buy premium via the onboarding paywall, therefore we are constantly making improvements to it.
2. Premium selling points
Parallel to the premium paywall, there are also other in-app premium selling points, such as recipes, meal plan details or diet tests.
3. Referral Program
Many users buy premium when they get to know the app through a friend. A referral program was created to make it easier for users to share Lifesum from inside the app.
4. Web sales
In order to increase revenue, the focus on Web Subscriptions is crucial as the 30% chunk taken by apple and play store doesn’t apply. Campaigns, gift cards, and coupons are some of the strategies used on the web.
New User Experience
New user experience is Lifesum’s user’s first impression of the app and it conveys their emotions and attitudes about using the product. Weight is a very sensitive topic for people in general and therefore Lifesum shall create a safe and engaging user experience to onboard the user in their journey.
1. Tracking tutorial
Tracking is the core feature of Lifesum and the starting point for a successful journey. Therefore an onboarding tracking tutorial was created to introduce the feature to the users.
1. In-app onboarding
Guidance to the user from the moment they land in the app. Onboarding checklist, introduction to favourites, coach marks are some of the strategies added.
Marketing & Partnerships
Social media is a powerful tool to acquire users. When a user sees an ad, this ad is the click-bait to a more detailed Lifesum landing page related to a specific topic where the user is engaged to download and buy the app.
Partnerships also play a big role in acquiring new users as by partnering with Nike or Samsung, Lifesum can reach a bigger number of people and offer discounts, which consequently increases their user base and revenue.
Project planning and product roadmap
Parallel to the design work, I’m also responsible for helping define the product roadmap, running workshops with the team to ideate new strategies and defining sprint priority tasks.
Below is an example of a Customer Journey for Fall 2019 focusing on New User Experience.
“Having the opportunity to combine design and management to help people have a healthier and happier life is one of the greatest challenges I have taken.”