Case Study:

August 2015

Whil is a digital health & wellness platform offering guided mind & body training solutions for individuals and organizations.  

Whil requested a Behavior Design Breakdown to (1) improve long-term engagement retention of their mobile app users and (2) increase their conversion rate of paying subscribers.

The Challenge

#1 question: How might we increase engagement and paying subscribers?

Specifically, how might we increase engagement within the app, especially in the first week? Whil's premise: subscription will come if the engagement is there.

Understanding the Needs

We start every Behavior Design Breakdown engagement with a “Jumpstart Meeting.”  We have the client answer some questions beforehand, and then dig deeper with them in the meeting.  This helps optimize for the client’s time, while still allowing us to get the pertinent details.  


    Target User/Audience:

Working professional balancing a lot of things in their life.  Male and female.  (Keeping in mind that right now it is 75% female, 35-55). They are looking to use mindfulness to reduce stress, perform better, etc.  They are most interested in improving sleep, reducing anxiety, learning mindfulness, and finding balance.


    Here’s the top 3 target behaviors that we agreed on:

  1. New trial user completes 3 ten-minute sessions in < 5 days (not including the 1 minute intros)

  2. New trial user returns to the Whil app at least 1x per week for 8 weeks.

  3. New trial user subscribes and pays.

Deliverable: Behavior Design Breakdown

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slideshare  here

Top three Insights

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Simplicity Labs lives up to their name. David and Andrew brought a fresh and informed perspective at just the right time. Their insights into behavioral science in general and mindfulness specifically helped take our product to the next level. It was a true pleasure to work with professionals so dedicated to helping consumers create healthy consumer habits. Their work unlocked a simplified and more impactful user journey and it’s already improving engagement in Whil’s rapidly growing member base. I highly recommend Simplicity.”


“We got enormous benefit from Simplicity’s Behavior Design Breakdown. Along with a great set of recommendations for how we might revise our current onboarding process, they also provided a really valuable framework for us to use going forward as we think about improvements and new features for our product. They also helped us to clearly define for ourselves the user behavior data that will serve as our benchmark for our customers’ success.”