AURA App: Designing for Health and Engagement
AURA Devices created the AURA Strap 2, a health tracker designed to work with the Apple Watch, helping users monitor changes in their body through the app. However, there was a need to make the app more engaging to drive regular use and convert users to the premium subscription plan.
My task was to enhance the app’s user experience to encourage long-term engagement, boost premium subscriptions, and improve user retention.
I worked closely with the Research and Development Department to conduct user research, perform competitor analysis, run A/B tests, and validate our hypotheses through MVP releases. I led the design of several key features, including:
Intake Calories Sync
I conceptualized and designed an experiment to visualize how activity and calorie intake correlate with changes in body composition. This feature provided users with deeper insights into their habits and was developed cost-effectively by reusing existing components.
Paywall Split Tests
We continuously run A/B tests to increase premium subscriptions. We tested different versions of illustrations, text lengths, and arguments presented to users. In one test, the version with the image on the left showed significantly better results, which helped us finalize the best approach for presenting the premium offer to users.
Data Trends Feature
I proposed and researched data visualization limitations, designing a solution that allowed users to track long-term health trends. This feature enhanced the perceived value of the premium subscription and was well-received by users interested in tracking their progress.
Achievements System
I refined the achievements system, redesigning almost all achievements and adjusting the mechanics. While the system did not have a huge impact on retention, it significantly boosted user motivation and long-term engagement.
Measurement Comments
I introduced a feature allowing users to comment on their measurements, facilitating self-reflection as part of their health improvement journey. While its initial impact was lower than expected, it provided valuable insights for future development.
As a result of these initiatives, the AURA app saw a noticeable increase in the number of paid users, indicating a growing value in the premium plan. Retention rates have also improved, reflecting the positive influence of the design changes on user satisfaction and engagement. While it is difficult to attribute the exact impact of my design decisions, the overall trends suggest they were key in driving the app’s success.
