Ergatta - Goal Setting & Personalize Push Notifications
The Opportunity
At Ergatta we were struggling with usage dropping off in new cohorts over their first 90 days and we attempted to address it by taking a lot of the user journey through the lens of behavior change.
Comparing surveys to usage data, I found a massive discrepancy between a user’s intended product usage (3.5 workouts per week) and their actual usage (05-1.3 workouts per week). This confirmed that customers ARE coming to us with the intention of using our product at a high weekly rate, but something is preventing them from following through with that intention. My goal was to find out why.
The Audience
New members, low usage and inactive members who are struggling to form new fitness habits.
The Role
Product Manager:
I led a longitudinal research study, where I piloted the use of behavior change tactics with Ergatta customers over extended period of time. Participants increased average weekly usage by 195% 6 weeks after the intervention as compared to the 13 weeks prior.
Scoped a goal setting feature within the context of the existing on-boarding flow, with a streaks feature used to drive accountability and rewards for the number of consecutive weeks a user has achieved their self-selected goal.
Behavior change embedded in UI that incentivizes usage to increase over time rather than decrease like we typically would see.
Led the cross-functional implementation of a personalized notifications strategy using our companion app to drive personalized accountability creating data driven behavior change throughout the user journey.
Simulated and tested all edge cases across the multi-month long user journey to ensure zero bugs.
Performed user testing throughout to get feedback on individual feedback loops and learn about reactions to specific edge case situations.
Led Go-To-Market planning with the Marketing team to prep this for launch.
Key Performance Indicators
Feature Adoption Rate
Year over Year Comparison of Weekly Workouts per User
The Outcome
Feature Adoption: 66% for new cohorts
44% Year over Year lift in workouts per week for new cohorts
GTM Launch went off without a hitch. ZERO BUGS after launch!
Even 1 year after launch, we have seen member usage going up consistently year over year across the board during a time when the connected fitness industry is struggling and primarily seeing downward trends.
Lessons Learned
A personalized meta-game is critical to supporting users where the intrinsic motivation of the Ergatta workouts are not enough in creating a habit.
We should have tackled this even sooner in our roadmap. We had done the initial discovery 1.5 years before launch, but the product roadmap was already set inline with major company initiatives. In hindsight, we should have been more flexible with our roadmap considering the strong validation from discovery research.
Comprehensive flow charts I built out of the user journey made the backend implementation and the Braze campaigns very easy.
Thorough upfront regression testing of all the edge cases allowed us to catch everything pre-launch for the smoothest GTM we have ever had.
Key Skills
Product Management
Discovery / User Research
Product Roadmapping
Braze Push Notifications
Android