Increasing conversion rate of a freemium model health and fitness mobile application - using Behavioral Insights and Design Thinking
Rosendahl, Emma (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023111529601
https://urn.fi/URN:NBN:fi:amk-2023111529601
Tiivistelmä
The popularity of mobile health and fitness applications has grown exponentially, and the trend has enabled a growing business industry. Meanwhile, also other consumer subscription applica-tions have grown in popularity. The purpose of this study was to investigate how mobile health and fitness applications with a freemium model could grow conversion rates through product de-velopment using insights from behavioral sciences and design thinking. A case company’s mobile health and fitness application served as starting point and reference for the research.
The theoretical framework mainly explored behavioral insights, – including heuristics, biases, and digital nudging – human-computer interaction, and conversion. The study’s methodology provided both quantitative and qualitative results, and several different tools and methods were used to achieve a well-rounded research base. The methodology included design thinking, Lean Service Creation, interviews, user tests, benchmarking, Digital Nudge Design, and heuristic evaluation.
To increase the user’s experience of value in the premium app and thus drive conversion, a set of solutions were proposed. These included increasing the differences between the free and premi-um versions, improving usability, implementing functionalities that facilitate habit-formation with the product, adding functionalities and features of value, and applying nudges in the customer journey.
The research approach of combining behavioral insights and design thinking was proven to be a fruitful and beneficial merging of approaches for studying the development of a digital service. The thesis offers insight on a current topic and can provide practitioners and researchers with new insight.
The theoretical framework mainly explored behavioral insights, – including heuristics, biases, and digital nudging – human-computer interaction, and conversion. The study’s methodology provided both quantitative and qualitative results, and several different tools and methods were used to achieve a well-rounded research base. The methodology included design thinking, Lean Service Creation, interviews, user tests, benchmarking, Digital Nudge Design, and heuristic evaluation.
To increase the user’s experience of value in the premium app and thus drive conversion, a set of solutions were proposed. These included increasing the differences between the free and premi-um versions, improving usability, implementing functionalities that facilitate habit-formation with the product, adding functionalities and features of value, and applying nudges in the customer journey.
The research approach of combining behavioral insights and design thinking was proven to be a fruitful and beneficial merging of approaches for studying the development of a digital service. The thesis offers insight on a current topic and can provide practitioners and researchers with new insight.