Rebranding the Withings app
Context
In 2023, an internal rebranding effort was underway in the marketing department to redefine Withings' brand image, emphasizing its medical focus and its role in providing support alongside connected devices.
That's why for most of 2023, I worked as a Product Designer in the "Conversion and Branding" Squad, tasked with aligning our app with the new brand identity and beginning to implement an acquisition strategy for our services within the app.
Our marketing rebranding was outsourced and produced by the siuperb agency Koto, which delivered incredible work on the brand image. It was then up to the product team to digest and adapt it to the complexity of its digital products.
I worked closely with the developers for several months to ensure quality down to the details for the new identity. It was also an opportunity to address some screens and systems that were starting to age and become a significant technical debt for the application.
Objectives
Experiment with our new service subscription and see where the
Convert
Testing the value proposition:
The first step was to establish a medium and short-term strategy to begin collecting data on the application's ability to convert free users to Withings+ subscription.
Initially, we took the initiative with the CRM team to build a conversion email sent to cohorts of Withings users who had purchased the new scales but had not taken or activated the Withings+ trial.
Two versions of this conversion email were sent to two different cohorts in order to test the highlighting of two main value propositions:
The Health Improvement Score (Metric and Visual Value)
The Programs, particularly the fitness program (Emotional Value)
Integration strategy of paywalls in the application:
Next, we needed to define how to add the various paywalls and purchase flows to an already complex application, which requires a relatively heavy onboarding process for new users (Sign-up + Installation of the connected device + General application onboarding).
From this work emerged a medium/long-term strategy to implement the paywall gradually and briefly throughout the onboarding process, delaying its display until later to avoid blocking and frustrating the user during their user journey.
We also thought of multiple trigger/entry points for the paywall to test different proposition value (Programs, Health improvement score, Health insights) to determine which features converts the most.
Results
Branding
Our marketing rebranding was outsourced and produced by the superb agency Koto, which delivered incredible work on the brand image. It was then up to the product team to digest and adapt it to the complexity of its digital products.
I worked closely with the developers for several months to ensure quality down to the details for the new identity. It was also an opportunity to address some screens and systems that were starting to age and become a significant technical debt for the application.
