Product @ HealthifyMe

Anjan Bhojarajan
Head of Products
Who are we?

India’s most loved Health and

Wellness app
Who are we?

India’s most loved Health and

Wellness app
Who are we?

The only Indian calorie counter with

80,000+ foods
Who are we?

Access to over 300 coaches across

India and rest of the world
2017

200 Million 8 Million

Foods + Workouts + Messages exchanged
Glasses Tracked
 Today

650 Million 18 Million

Foods + Workouts + Messages exchanged
Glasses Tracked

500 K 51%
Likes + Comments Messages exchanged
by Ria
Shivani Dhamija

After my second pregnancy, I lost hope of

being as beautiful as I once used to be.
HealthifyMe changed my perception and
appearance.

Shivani Lost 11 Kg

BEFORE AFTER
Sajeev Saraswathy

From being a HealthifyMe Client who lost

30 kg in a year, to becoming a
HealthifyMe Fitness Coach, my life has
come a full circle.

BEFORE AFTER
Veena Menon

My Coaches Ritu and Meenakshi are the best

things that have happened to me. With
HealthifyMe, I got the ability to play with my
child again and lost 20 kg.

BEFORE AFTER
Healthified 50+ Companies
Creating Impact on a Global
Scale
Expanding to New Verticals
 Eat Better

50 Partners 450 SKU

Nutritionally Good for You

Balanced
 Smart Plan

Self Learning Ria

Diet Plan

Micro Nutrient Insights

Tracking
 Problem Statement:
How do we manage to do it?

4 revenue making verticals that will define our existence

6 product managers
40 engineers
 Problem Statement:
How do we manage to do it?

4 revenue making verticals that will define our existence

6 product managers
40 engineers

Too much to be done. Too few resources. Too little time.

Prioritization, prioritization,
prioritization
Our Rubric

We never shoot down ideas.

Our Rubric

We never shoot down ideas.

But, we follow THE RUBRIC
Our Rubric

We never shoot down ideas.

But, we follow THE RUBRIC
Our Rubric
Our Rubric

Low High High

Our Rubric

Easy
Our Rubric

Slightly Easy
Difficult
Our Rubric

Slightly Very Easy

Difficult Difficult
Probability of Success

Find data to strengthen your decision

Probability of Success

Find data to strengthen your decision

Find a proxy!
Probability of Success

Find data to strengthen your decision

Find a proxy!

But, what if you don’t have any of these?

How do you back your next innovation?
Probability of Success

Experiment.
What is an experiment?

Under 5 days of Dev Time

We measure the opportunity cost
We have a strict deadline and milestone defined
Fail Fast

Limited Dev time + Strict Deadlines = Faster Learning

As long as we know what we are losing out on, we are okay

with failure.
Case Studies
Launching Feeds

The need:
Increase in Session Time/Shareability/
Social Engagement
Launching Feeds

What was the product?

Content delivery on the app
Launching Feeds

? ? High
Launching Feeds

Low ? High
(Use of
Firebase)
Launching Feeds

Experiment.
Launching Feeds

Impact: Longer Session Time & Higher Engagement

Launching Feeds

Final Launch
Launching Feeds

Impact: 500k Likes + Comments

Launching Feeds

Other Impact: FMCG Partnerships

Launching Smart Plans

Need: Affordable plans

Launching Smart Plans

Need: Affordable plans & Low cost to org.

Launching Smart Plans

Need: Affordable Diet Plans & Low cost to org.

Launching Smart Plans

Need: Automated Diet Plans

Launching Smart Plans

Need: Automated Diet Plans & Motivation

Launching Smart Plans

What was the product?

Self Learning
Diet Plan
Launching Smart Plans

What was the product?

Self Learning A Virtual Insights

Diet Plan Coach
Launching Smart Plans

Very High ? High

Launching Smart Plans

Very High ? High

Low High High

 Ria 1.0

400 Man Years Self Sustaining

Nutritionist / Fitness Intelligence Business Model

500 Million Assisted Learning

Food / Workout / Messages Self Improving
 Ria 1.0

Percentage of Messages handled by Ria

51%

37%

5%
0%

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Insights

5 Day Tech Effort

Insights

60% of users who experienced it rated it

“Very Useful”
Self Learning Diet Plan

Solving for UX
Self Learning Diet Plan

Released new UI in August, 2018

Self Learning Diet Plan

50%

Higher usage of our

diet plans
Self Learning Diet Plan

Final version
Launching Smart Plans

Self Learning Ria

Diet Plan

Micro Nutrient Insights

Tracking
Launching Smart Plans

Today:
Number 6 among highest Grossing Health
and Fitness apps in India
What’s Your Rubric?

Low High High

The Next Billion
 The Next Billion

Studying similarities & differences

Eating Avg. Age/ Size of the Mobile/Data Social Media Obesity

Patterns Gender market Penetration Penetration (Their Needs)
 The Next Billion

Our options were:

Vernacular
Segments in Malaysia Singapore Indonesia Middle East Latin America
India
Evaluating Options

Low High High (Revenue Growth)

The Next Billion

Our options were:

Malaysia Singapore Indonesia Middle East

Destination Malaysia

Low ? High
(UX)
Launched a Probe App

Our probe app to #GoGlobal

- 5 day dev. Time
- Customization across 4 languages
Learnings

Comparable CPIs
Consumed local foods more than continental foods
Prefer to text vs. call
Very sticky audience
Launching HealthifyMe in Malaysia
Launching HealthifyMe in Malaysia

10% 15%

Higher retention than Higher food

in India search accuracy
The Next Billion

Understanding user segments

Understanding user behavior
Mapping user segments to user behavior
The Next Billion

Understanding user segments

Understanding user behavior
Mapping user segments to user behavior

Experiment. Experiment. Experiment.

Cheers!