overview
With the acquisition of Life Dojo, we immediately became a player in the employer space. I embarked on a few research including:
Comparing Personas between Life Dojo client vs Ontrak member
Life Dojo App competitive research focusing on mobile apps from Talk Space, Ginger and Vida
Comprehensive competitor analysis
Comparing Personas between Life Dojo client vs Ontrak member
Talkspace Mobile App Competitive Research
Vida Mobile App Competitive Research
Ginger Mobile App Competitive Research
competitor analysis
After the exhaustive competitior research with screen captures, I was able to organize and group each of the competitor with their unique feature offerings, including all communications like marketing/reminder emails, notifications and more. I also captured and document my observations through intense engagement on their mobile apps (other than Ginger), noted what I found helpful and what was confusing or not working.
My manager helped me narrow down on the following high level categories for me to synthesize my analysis:
Individualization/personalized
Target audience (employees, dependents)
Program offering (type of care, length of program)
Coach/Therapist (roles)
Content library (time indication)
Content Distribution Model (Self-guided work)
Tracking/reporting (Devices: Digital Scale, Blood sugar meter, log food, log mood
Payment/cost/pricing
Clinical Data Claims
Privacy & Security
Engagement
Competitor Analysis Key Differentiator for Ontrak App (at the time of research)
Integrated mobile and Comprehensive Care experience
Different member facing team and roles: MES, Care Coach, Clinical Operations Coordinator, Nutritionist Specialist (since eliminated), plus support network of providers (Therapist, PCP, Medication Prescriber)
Key Insights to be competitive
Allowing members to enroll into multiple programs at one time
Ability to track more than one habit at a time
Abiity to track progress by self-check-in assessment
interact with Providers directly in app
Personalized content from coach catered to member’s life and goals
Self guided program platform
Ability to track program completion
Ability to track chronic conditions like daibetes, blood pressure, weight and exercise, eating better (food logging) and sleep health (sleep tracking)
Sync devices and data with Apple Health, Fitbit, Garmin, bluetooth scale, blood pressure monitor and more
This analysis became the backbone of some of our MVP feature offerings and future opportunities. Not just for Ontrak App, but also Life Dojo App where I later designed and helped launch the plus one and custom habit features.
In addition, this analysis also highlighted gaps and content opportunities with proven market fit as well as validation to the main feature for our Ontrak app, which is to connect our members to providers, or a variation of that for MVP launch by providing a match for provider preferences.