Ask each user's goal, then put them in a matching workout program

Nicole Paigefeatures was people were looking for and were willing to pay for a guided experience, not just a content repository. So one thing that we built and and tested last year was

Nicole Paigeprogram. So instead of just dropping them into the app and giving them a bunch of content to choose from, we started developing goal-based programs. So as they came in through onboarding, we asked them about their goal, whether it was weight loss, getting started,

Nicole Paigejust having fun, or reducing stress. And then we would build them a content packages or programs based on their goal, and it gave people a lot less decision paralysis. They were able to come in, get to a program right away, get guided through the classes that were the perfect fit for them, rather than having to sort through content, which is what they have to do on YouTube.

Nicole PaigeSo once we built programs, we saw a huge improvement in our numbers. People that joined programs were watching two times as many videos as people that weren't enrolled in the programs. Our month-two retention went up, it about doubled after for people that joined programs. So

Nicole Paigewe saw that this was really a differentiator for us, and we continue to build from there, releasing more programs and building more features that reduced this choice that users had to make when they got into the app.