Role
Senior Product Designer (2019 to 2020)
Teams involved
Product・Marketing・Engineering・Growth
Platform
iOS・Android・Web
Contribution
Conversion Rate Optimization・New User Experience・Marketing & Partnerships・Product Roadmap
Project Overview
Lifesum: Healthy eating, simplified
Lifesum is one of the world’s leading healthy eating apps, used by more than 60 million people. It helps them understand their nutrition through food tracking, personalized feedback, recipes and meal plans.
✨ Key contributions:
Run A/B tests on the onboarding paywall, the source of 58% of premium purchases
Redesign the new user experience, from the tracking tutorial to in-app onboarding
Design landing pages and campaigns for partnerships with Nike and Samsung
Shape the product roadmap and run workshops with the team
Check out the Lifesum website and mobile app or read the case study below.
Growing the product
Lifesum was loved for its beautiful UI and efficient meal and diet plans. I designed for growth, with a smooth experience for new users and strategies to increase retention and revenue.
On the side, I designed landing pages for partnerships and marketing. My work covered four areas:
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 premium purchases came through the onboarding paywall, so we kept improving it with A/B tests.
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 bought premium after hearing about the app from a friend, so we created a referral program to make sharing Lifesum from inside the app easier.
4. Web sales
Web subscriptions mattered because they avoid the 30% fee Apple and Google take in their app stores, so we ran campaigns, gift cards and coupons on the web.
New User Experience
The new user experience is the first impression of the app, and it shapes how people feel about using it. Weight is a sensitive topic, so onboarding had to feel safe and engaging.
1. Tracking tutorial
Tracking was the core feature and the starting point for a successful journey, so we created an onboarding tutorial to introduce it.
2. 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
When someone saw an ad on social media, it led to a landing page on a specific topic, designed to get them 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
Alongside the design work, I helped define the product roadmap, ran workshops with the team to ideate new strategies and set sprint priorities.
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 was one of the greatest challenges I have taken.”