The Promise vs Pain
Noom, is a psychology-based weightloss and longevity app that promises lasting habits, but highly motivated trial users were quitting during the trial period. The team assumed the issue was meal logging, a tedious and time-consuming ask. Our research revealed another layer to this view entirely.
The Stakes & Impact
Early dropoff was a strategic blocker that impacts Noom’s retention metrics. We discovered the real barrier, not only usability, but shame and discouragement. By shifting the product to give users control, we drove a cumulative 9% increase in meal logging. This strategic change delivered an estimated $ 3 million in incremental Customer Lifetime Value (LTV).
9%
25%
84%
Approach
Impact
Converting Insights to LTV
The strategic changes were validated through A/B testing and scaled across the platform, proving that resolving the emotional barrier led directly to business results:
Behavioral Lift: A cumulative 9% increase in average meals logged.
Business ROI: This engagement lift translated into an increase in the Trial-to-Paid conversion rate, securing the estimated $3M in incremental LTV.
reflection
The Point of All This Work
The actual impact of this research was not in the calorie count; it was in the emotional connection we repaired.
Noom’s brilliance lies in its focus on the psychology of behavior change, moving far beyond simple diet rules. Yet, the most critical features, the calorie budget and meal logging, didn't embody those same empathetic principles. They felt rigid and judgmental.
By making the calorie budget supportive and controllable, we closed the gap between Noom's mission (psychological safety) and its product experience. We didn't just increase logging; we affirmed the user's belief in the Noom method, allowing thousands of people to focus on long-term growth instead of short-term shame.