The product
Lumen is a device and app that measures your metabolism through the CO2 concentration in a single breath. Basically, you take a measurement through the device and the app provides you with a daily personalized nutrition plan together with insights into what your body is burning - fats or carbs.
People choosing Lumen are on a journey to improve their metabolic health, in other words, their metabolic 'flexibility', the foundation of fitness performance, better sleep, weight maintenance, and a healthier lifestyle. They aim to achieve weight loss goals or understand their body or metabolism through data.
Opportunity
Lumen is a daily product. In fact, the data team saw that 50% of active users use the product every day and incorporate Lumen measurements in their daily routine such as before and after a workout, meal, fasting window or before sleeping.
We saw an opportunity to increase engagement, the company's top KPIs to improve, around building a new habit and integrating Lumen into users’ life.
Goals and strategy
Strategy
Bringing more value to the user starts from the beginning and needs to follow the user in the ongoing experience. It is about setting the rules of the game to guide users to understand what impacts their metabolism so they can make better lifestyle decisions on their journey toward their goals.
The assumption is that by doing so, users will have a better understanding and a higher trust in Lumen measurement results which will make it easier to make lifestyle choices. They will then take more and more types of measurements and consequently more likely to form a new habit.
Company goal
Getting users to use more measurements during the day.
User goal
We are here to help people in their journey, reach fat burn in the morning and thus lose weight and get a healthier metabolism.
User stories
* Dynamic experience: The user can use Lumen according to his morning routine in order to get insights into his metabolism and make better decisions. Altho the morning measurement is the "cleanest" measurement that brings the most value, we could not restrict the user but rather encourage him to take more and more types of measurement according to the time of the day.
* Bringing immediate value, "Let's get started, Michelle": Emotionally connect with users and create a more personal and dynamic experience that “greets” you. It is a quick win to make users feel “seen” and more “valued” that takes advantage of the landing screen, a premium real estate to guide and talk to the user directly.
* Explain my level in onboarding: The user gets a high-level explanation of what the different types of levels mean the first time he takes a measurement that counts.
* Explain my level in ongoing: As a pul experience, the user can get the reason why he got this level. This aims at reducing CS tickets as well.
* One measurement for two: The user can use his first measurement as a morning measurement so he won't need to take 2 measurements before his workout. We hope to be more relevant to people's lives by forming the habit.
