Case Study

Noom

TYPE : UI / UX / COPYWRITING

TEST AND OPTIMIZE NEW REVENUE CHANNELS

DURATION : 16 MONTHS

Noom

Experimenting with an engaged audience. (monetizing eyeballs beyond the core product offering)

Full Nelsen collaborated with 4 PMs over 16 months experimenting with pricing, upsells,
add-ons, and premium service offerings.

Background

Noom is a weight loss app at the cross section of editorial content and diet tracking tools designed to help people achieve and sustain a healthy lifestyle.

They monetize their huge audience in two ways - monthly subscriptions and selling add-on products/services.

Noom tapped Full Nelsen to work with PMs over 16 months, each tasked with running experiments in their respective lanes with the overarching goal of increasing monthly recurring revenue.

Problem

Noom spends millions pouring users into its funnel. They get so many eyeballs on their product, they make data-backed decisions in as little as a week of monitoring user behavior.

We were tasked with turning those eyeballs into dollars without cannibalising the core product.
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We created or enhanced dozens of funnels and add-ons including:

Personalized meal plans
Meal kit affiliate bundles
Exercise plans
1:1 Coaching plans
1:1 Telehealth programming
Medicated Assisted Weight Loss (MAWL) programming
Telepharmacy
Weigh-in adherance
Ecommerce store
Module/Content development

What Happened

We got to pull out and fire many unique arrows from our quiver throughout the engagement - some we don’t get to use often.

We tapped into tricks we’ve learned from the marketing and advertising world, flexed our copywriting muscles across landing pages, and deployed pricing psychology strategies.

We baselined tests, helped the teams learn a ton, and significantly moved the needle on many product fronts.

Not only did we invent programs and new services, but we also introduced them to their customers in the form of ads and landing pages.(Copywriting too) Creating and optimizing sales funnels, essentially.

Results

By the time we said goodbye, we’d been passed around to 4 PMs across different business units and made friends with countless talented colleagues.

16+

Month Engagement

CATALYZED TEAMS

COUNTLESS

LEARNINGS

During my tenure at Noom, I had the opportunity to collaborate with Adam and his Full Nelsen team on a challenging project to reduce patient no-shows. Right from the start, their understanding of our context and their ability to ask probing questions was impressive. They quickly got up to speed and started delivering practical and impactful design solutions.
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Their work contributed significantly to our successful pricing experiments, leading to a 9% decrease in patient no-shows and substantial savings for Noom. But it wasn't just about their speed and pragmatism—it was their ability to integrate design with engineering, product, and business realities that set them apart.”

— Jonathan Sendson

PM, Growth, Noom