AURA App: Designing for Health and Engagement
AURA creates a unique health tracker — AURA Strap 2, which complements and expands the functionality of Apple Watch, helping users monitor changes in their body through the app.
The AURA App is an essential companion to the device, enabling users to track their health and well-being. My primary goal was to make the app engaging, encourage regular use, and drive subscriptions to the premium plan.
To achieve this, we collaborated with the Research and Development Department to conduct user research, brainstorm ideas, analyze competitors, run A/B tests, and release MVPs to validate hypotheses.
Paywall split test
Features
We focused on delivering valuable features quickly and efficiently, aligning with a broader strategy to enhance the user experience and gather insights for future development.
Data Trends
I proposed this feature, researched data visualization limitations, and designed a solution to help users track long-term changes in their health data. It significantly increased the value of the premium subscription, as users enjoy analyzing their progress and learning more about themselves.
Intake Calories Sync feature
I developed the idea and designed the experiment, identifying the most cost-effective way to test demand by reusing existing components. This feature visualizes how activity and calorie intake correlate with changes in body composition, providing critical insights into user habits.
Achievements
I refined the achievement system, redesigned almost all achievements, and adjusted the mechanics based on the team’s groundwork. This feature boosted user loyalty and motivation for long-term engagement, even though it didn’t drastically impact retention or subscriptions.
Measurement Comments
This feature allows users to comment on their measurements, fostering self-reflection as a part of health improvement. Although the initial impact was lower than expected, it provided valuable insights for the development of future journaling tools.
Due to NDA restrictions, this case highlights only released features that I can share publicly. Many other features are either in development or preparing for release.
However, it’s evident that the app’s premium value is growing, as reflected in the rising number of paid users. Retention rates are also improving, though the app is just one of many contributing factors. While it’s challenging to isolate my exact impact, the trends suggest that my design decisions positively influence user engagement and satisfaction.
