Case Study Using Meaningful Story Strategy Blueprint: Noom

Noom is a weight management app that teaches psychology tricks and science facts to help users lose weight (of course, with tools to track calories intake and burn).

1. Story

As a customer, I, like many others, have struggled to maintain my weight and health since last year everything goes remote and there was a long period of time without access to gym (that weight gained over a year is horrific). After gym reopens, I tried to work out regularly to get my weight back to pre-covid. However, the results were disappointing (even though some weeks I got close to the ideal level, it'd quickly fluctuate back to some of the heaviest numbers of my life).

2. Insight (dig deeper into the pains and challenges)

Even though my workout routine might have gone back to the pre-covid level, my physical activity was not close to that because of working from home (used to walk at least 10000 steps per day due to commuting). Plus, I struggled with keeping a healthy diet because of stress and an "all-or-nothing" mindset for diet. I was gradually losing patience and confidence in workouts and diets. I felt unmotivated, ugly, and sad.

3. Product

Unlike using strict diets or workout plans (or pep/motivational talks), Noom approaches weight management from psychology and science. It deciphers the distorted thoughts regarding food (i.e. there's no good/bad food) and helps build a neutral habit and mindset towards managing weights.

4. Experience

As a customer, I feel empowered by the psychological and scientific facts that I can apply to not only weight management but also other aspects of life. The plans that Noom has created for me are small, incremental changes (i.e. start from walking 2500 steps a day, adding 300 more each day; learning more about food and portion moderation) that are manageable and easy. After using it for 2 months, I have felt much better about myself and have gotten to 10000 steps a day (and feel very comfortable with walking that much).

✌️

I really like the blueprint as it is simple, integral, and meaningful. Even if you're not in product management, the storytelling strategy can be extremely useful in many aspects! Book name: <Meaningful> by Bernadette Jiwa

Re-post from my old LinkedIn post