Noom was looking to enhance their curriculum with a set of add-ons that provide additional educational content on a variety of topics that can be impact weight loss.

As part of their wider partnership strategy, they developed both branded and co-branded course add-ons on topics such as sleep (in partnership with OURA), stress and movement.

We helped them assess users’ perception of the existing content across modules, their effectiveness and how they impacted engagement with both Noom and partner brands.

We ran qualitative research to understand users’ experience and pain points with add-on features from different verticals (sleep, movement, stress) both from a UX/UI and content perspective.

Users enjoyed the most modules and lessons that provided actionable advice and “tips and tricks” to apply in their daily lives for immediate improvement. In the Sleep module, for example, tools such as learning what is the "calorie cost" of a poor sleep's nights, or how to keep a sleep journal, need to be presented earlier rather than later in the curriculum.

Movement, being the most typical topic of the three associated with weight-loss, was the one were people felt more knowledgeable beforehand, but still benefitted from practical tools such as an interactive tool to implement habits stacking.

On the other hand, courses such as Stress had a very high-interest and provided the right level of detail from the start. However, people's were so excited about learning more, that some areas could have been developed further to make it even more useful.

Noom users can now add a variety of supplemental courses into their daily curriculum, such as Healthy Sleep.

The OURA partnership contributed to make the course more credible and users appreciated learning how to leverage the OURA ring to improve their sleep.