RE-ENGAGING
AT-RISK USERS
65% of subscribers disengage at least once, for an average of 28 days, during their subscription.
There was no return experience for these users: no acknowledgement or positive reinforcement.
+$8.3M
PROBLEM
OPPORTUNITY
A cohort analysis revealed that people who disengage for 14 days and re-engage renew
at a similar rate compared to the those who
never disengaged in the first place.
For disengagements after day 14, it’s important to appeal to users in the first 2-3 weeks of disengagement to maximize intervention effects.
OUTCOME
days engaged in week 3
cancellations over 21-day period
renewal revenue over 12 months
-4.69%
+11.4%
APPROACH
For users who met the >14-day disengagement criteria, we displayed a new survey experience upon first app open.
The goal was to gently remind users of Noom’s core principles, normalize the time away, and gamify engagement by committing to a streak.
All through an engaging survey questionnaire.
RESULTS
Based on Duolingo’s Growth Model, we developed our own User State Model.
With this experiment, the average number of days in a desirable user state increased significantly in the first 7 days after exposure:
+16.37% lift in days as current users,
+33.24% days as power users, and
+19.28% days as current/power user
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CASE STUDIES
Whether you’re looking to launch a new product or optimize conversion for an existing one, you’ll find what you’re looking for here. Eight years of experience, doing more with less, means measurable growth for your business.
MONETIZING AI-POWERED
PICKLEBALL ANALYSIS
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VIRTUAL REALITY APP
HEAR WHAT
OTHERS SAID
BRENT ZAJACZKOWSKI
Director of Growth at Noom
I had the privilege of indirectly managing David for over a year at Noom. I witnessed David's contributions as a Growth PM from up close, where his creative thinking and user empathy consistently drove positive business outcomes.
David brings a true desire for solving user needs to every problem space he approaches. At the same time, he understands the importance of being hacky and learning fast to be able to drive impact quickly. This combination of skills led to a transformation of the counter-offer experience presented to users when they considered leaving Noom. One of the most memorable experiments was thinking even further up the user journey when users first returned to the app after a period away. Creating an empathetic re-onboarding experience drove a double digit(!!!) lift in engagement for this at-risk audience.
Beyond his technical skills, David's emotional intelligence and ability to work collaboratively made him a respected figure among peers. His readiness to tackle complex projects with curiosity and determination, coupled with effective communication and willingness to adapt to feedback, made him an invaluable team member. I can’t recommend David enough, and hope we have a chance to work together in the future!
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