Welltory · B2C · heart-rate-variability wellness app
Give users a personal daily plan to follow and check off
Dropped: health tasks happen outside the app, so users fall off and feel shamed
Failedretentionproduct-activation
What they did
Offered personalized programs where users do things during the day, then check off what they did, like a 'Duolingo for health'.
What happened
Abandoned. Unlike a 3-5 minute language lesson, health tasks (e.g. sleeping 8 hours) can't be completed inside the app, and the app wants to keep users who can't stick to a plan.
In their words
Sub Club by RevenueCat · Why Duolingo’s Engagement Strategy Won’t Work For Every App — Asya Paloni, Welltory“We tried to give people these personalized programs where they kind of like do things during the day and then they check off what they've done. For the reasons I already mentioned, we chose not to go that route.”
Related topics
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- Welltory: Make your wellness app something people open when bored, instead of TikTokBecame the company's final big pivot to reach the mass market; no numbers
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- Welltory: Check each big feature idea against the mission, main persona, trigger and user jobGuest says the team has used it successfully; scoring features with points didn't work