Health and wellbeing apps market

• The need to understand the market of health and wellness apps globally and in Australia
• Lack of clarity on the direction and strategy for development for an app that tracks alcohol drinking and mental health indicators
• To test desirability and UX from a product prototype
• To identify gaps in the market and drivers of retention & churn

• Comprehensive market analysis conducted, using secondary research methods, 6 top competitors profiled and benchmarked
• Market size model (TAM/SAM/SOM)  created
• 271  target customers surveyed
• 4 user testing interviews conducted
• Study report of 128  pages with conclusions and strategy recommendation was prepared

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• Got clarity on the health and wellness apps market size, trends, players, customer needs and order of values and features to the overall value proposition
• Formulated a pricing model and user retention strategy
• Completely changed the target market, positioning and value proposition based on the insight that health conscious people do not consider themselves as drinkers and vice versa, people who  want to track drinking do not consider themselves as self conscious in general
• Validated a prototype and created a strategy for further development based on user feedback