Noom is a mobile weight loss app that provides daily tasks, interactive lessons on nutrition and behavior, and peer support through group chat. It aims to help users develop healthy habits and increase awareness of their eating behaviors. Key features include daily weigh-ins and food logging, educational content divided into categories, one-on-one coaching, and support groups of 50 users who joined at the same time. Noom allows users to try the program for free for a week before committing to a 4-month subscription that averages $129.

1. Level 1 Octalysis
By Robert Sherman
September , 2021

2. WHAT IS NOOM?
• Noom is a mobile application weight loss program with engaging content and a
peer support group.
• Noom is easy to use and very focused on behavioral psychology and nutrition.
• Noom brings awareness to users’ habits, emotions, and thoughts related to food,
and slowly works to change them.
• Every day, the user opens the app and gets a list of 8 to 10 tasks.
• Three of them are always the same: 1) weigh yourself; 2) log everything you eat and drink;
3) reach your activity goal (user defines desired activities goals like exercise, taking blood
pressure/glucose, etc.)
• The rest of the tasks are readings or interactive content, like quizzes and challenges. Each
reading takes about three or five minutes. The content is classified into 10 categories – see
the snapshot on the right.
• Noom assigns every user in the program a Goal Specialist (a type of coach), and
they interact via one-on-one chat within the app.
• After 2 weeks in the program, the user gets to participate in a Support Group led
by a Group Coach. The group consists of 50 users who started their Noom
program at the same time and is based on a chat experience.
• Right now Noom is letting you try out the program for free for a full week before
committing to pay an average of $129 for 4 months.
12%

3. Level 1 Octalysis certification submission
• Octalysis Strategy Dashboard
• Business Metrics
• Player Types
• Desired Actions
• Analysis of the Current Experience
• Brainstorming
18%

4. OCTALYSIS STRATEGY DASHBOARD
Player
Desired
Actions
Feedback
Mechanics
Triggers
Results
Business
Metrics
Win-State
Rewards
Embedded
24%

5. BUSINESS METRICS
BUSINESS METRICS
Business
Metrics
29%

6. BUSINESS METRICS
1.Revenues
2.Product stickiness ratio*
3.Userbase growth rate
* The ratio of DAU (Daily Active Users) / MAU (Monthly Active Users).
Active user is someone that opens the app and performs at least 1 task.
35%

7. PLAYER TYPES
Player
Business
Metrics
41%

8. PLAYER TYPES
Asleep
Awake
Active
Passive
Director
Autopilot
Daydreamer
Victim
1
2 3
4
47%

9. PLAYER TYPES
Autopilot – Asleep & Active
Daydreamer – Awake & Passive
Director – Awake & Active
Victim - Asleep & Passive
1
2
3
4
Awake: Very knowledgeable, they are aware that the conventional approach (standard American diet, typical dietitian
diet, weight loss medications/surgery, no-pain-no-gain approach) doesn’t work and they know that there is a better way.
Asleep: Unknowledgeable, they are not aware that there is a better solution.
Active: Do things. They constantly work for self-improvement.
Passive: They are waiting and do nothing.
Autopilots and Daydreamers are chosen as the main players type as I consider Noom one of the significant solutions
in this industry, with over 50M active users and both groups are very appealing for this mature stage of the product.
53%

10. Autopilot – PLAYER TYPE
CD #2
• Wants to progress towards their weight goal
• Improves other health indicators (cognitive,
mental & physical) – that leads to a better
version of themselves
• Develops healthy habits
• Learns new skills & new knowledge
CD #1
• Keeps weight at bay CD #3
• Chooses how & what to learn
• Explores different diet approaches (cold turkey or weaning down,
add/remove first remove/add later, swap)
• Explores different strategies (nutrition, supplements, exercise, stress)
• Discovers and empowers their best self
CD #5
• Wants to follow like-minded people (with similar weight loss challenges)
• Follows what others tend to do
• Prefers a coacher to help and guide them
• Engages friends and family for accountability and cheering
• Shares knowledge, recipes, wins, etc.
• Impresses others with personal achievements
• They are empowered by people testimonials
• Enjoys mentoring others, less proficient users; Supports others in their journey
CD #7
• Is curious about new approaches (related to diet, exercise, behavioral changes)
CD #4
• Takes responsibility for the weight challenge
• Wants losing weight naturally because
he/she understands that naturally is way
better than any alternative (not losing weight
that leads to sickness OR alternatives like
surgery)
CD #6
• Is worried about their ability to sustain
proper weight in the long run
• Understands that we are a sick/overweight
society and changes are upon us
• Is worried about their aging health condition
CD #8
• Avoids gaining more weight
• Avoids getting sicker (ie. metabolic
diseases)
Autopilot
Autopilot - Is accepting the fact that managing weight is a life-journey and has to keep on living. Yet this type of user lack of knowledge but has motivation on leaming
and is willing to take control over their weight challenge.
59%

11. Daydreamer – PLAYER TYPE
Daydreamer – This type of user is knowledgeable, but is doing almost nothing - is waiting! They want to change, but have many excuses and procrastinate 
CD #2
• Wants to be in the normal weight, healthy &
energetic
• Learns new skills & new knowledge
CD #1
• Keeps weight at bay
• Wants to feel part of the “special”
group that lost weight and maintain
it – Health Heroes!
• Loves inspiring others (especially
with their knowledge)
• Wants to do good in the world
CD #5
• Wants to follow like-minded people (with similar weight loss challenges)
• Follows what others tend to do
• Prefers a coacher to push them forward and motivate
• May already have friends with a similar challenge
• Shares knowledge, recipes, wins, etc.
• Impresses others with personal achievements
• Enjoys mentoring others, less proficient users; Supports others in their journey
CD #7
• Is curious about new natural approaches (related to diet, exercise, behavioral
changes)
• Is curious to improve the knowledge in the familiar fields related to their goals/follow
new developments in the field
• Is eager to find the right mindset
CD #4
• Takes responsibility for the weight
challenge
CD #6
• Is worried about their ability to sustain
proper weight in the long run
• Understands that we are a sick/overweight
society and changes are upon us
• Is worried about their aging health condition
• Aims for immediate results (impatience)
CD #8
• Avoids gaining more weight
• Avoids getting sicker (ie. metabolic
diseases)
• Avoids of loosing progress/ “fail”
again
Daydreamer
CD #3
• Chooses how & what to learn
• Explores different diet approaches (cold turkey or weaning down,
add/remove first remove/add later, swap)
• Explores different strategies (nutrition, supplements, exercise, stress)
• Discovers and empowers their best self
65%

12. DESIRED ACTIONS – SCAFFOLDING PHASE
Player
Desired
Actions
Business
Metrics
71%

13. DESIRED ACTIONS – SCAFFOLDING PHASE
Open the app every day
Select a topic (nutrition, activity, behavior)
• take a lesson (new/old lesson)
• build a new habit/change existing habit
Track existing habits & health status
• report habits (eat, drink, activity) status (leads to Emotional
feedback)
• report user physical & mental state including weight, mood, fatigue.
(leads to feedback)
Check progress / growth
Share experience, certifications & easter eggs with community & outside the
internal community (social networks/ email)
Support your family / Engage family
Spy on “users like you” habits, challenges and progress
Help community members
Challenge your personal coacher with your struggle(s)
Find recipes
Buy supplements, tools, treatments, health accessories
Invite friends to Noom’s community
1. Revenues
2. Product stickiness ratio
3. Userbase growth rate
76%

14. ANALYSIS OF THE CURRENT EXPERIENCE
CD #2
• Providing a lot of short lessons, mostly
around behavioral psychology & nutrition
• Daily calories status (based on meals log)
• Progress indicators in lessons and in the
experience
• Crowning earned by completing major
milestones (10 major milestones)
• High five completing most lessons
CD #1
• Narrative: “helping people eat
mindfully”
CD #5
• Meet people with the same challenge (weight loss) that use the app for the same
period of time (they are at the same level of knowledge)
• Mentorship: Coacher that answers user’s question and try helping user’s
challenges
• Noom’s internal community (Water Coolers) is used by users to share personal
achievements, ask and answer questions, social prods (Likes), encouragement,
make friends
CD #7
• The ability to unlock new features (ie. community after 2 weeks) and lessons
• Noom’s lessons (some include nice audio) are rich and very engaging content for
weight loss behavioral change
• Unpredictability and funny push notifications & reminders (ie. “To log or not log your
next meal. Please don’t ghost us.”, “Unfortunately the dinner won’t log itself…”,
“Log me! Log me! Log me! Sorry, we’re a little needy.”
CD #4
• Personal articles bookmark (My Library)
• Recipes collection (Favorite recipes)
• Weight history (progress)
• Unlocked lessons
CD #6
• Torture Breaks on lessons length (limited to
10-15 minutes/day – ~5-7 lessons/day)
CD #8
• Fear of not completing the entire
program (all lessons) before the 4
months period
• Fear that it doesn’t work and you
won’t lose weight as expected
CD #3
• Users can choose how much to learn and
what to track (weight, food, drink, exercise)
• Nice Blank fills in lessons (ie. “You are how
you move: Every step I take, every move I
make. Every single day, every night I…”)
Noom
82%

15. BRAINSTORMING
# Name Description CD
1 Strengthen Vision
and Values
“help people eat mindfully”, “beat weight”, “stop the metabolic catastrophe” are
important messages that would keep users informed about why Noom will help them
reach their bigger goal. Also, they should use it more often, during all phases of the
experience.
#1
2 Humanity Hero When someone overcomes obesity, it’s a huge hope for the surrounding! It’s a strong
message that it’s possible to be thin and healthy. Noom should manage a “Health
Heroes” list on their digital properties.
#1, #5
3 Habits introduction I believe that knowledge without doing doesn’t create any substantial impact.
User decides on healthy nutrition & exercise-related habits that they want to introduce /
or stop, from a list of habits. For example, stop drinking soda. Each habit comes with the
benefits, and instructions on how to easily introduce / stop it. Habits should be
uncovered gradually, based on the learning progress.
#2, #3
4 Habits progress
feedback
Habits progress visual feedback (visualize what happened in the last month, quarter,
year in terms of user habits).
#2
5 Knowledge
progress indicators
Overall knowledge (nutrition, exercise, and behavior) progress + visualize user strengths
based on what he/she knows already.
#2
6 Leaderboards Leaderboards based on users’ habits performance #2, #5
88%

16. BRAINSTORMING
# Name Description CD
7 New habit
automaticity
challenge
First 5 days for each new habit the user needs to complete the habits status questioner
(2 simple questions) to identify the habit automaticity level. Answering these daily
questions will lead to a reward. Also, consider a streak design to motivate the user to
submit the questioner on daily basis.
#2, #4,
#8
8 Family & friends
engagement
Each member opens boosters (ie. Family/group recipe book, weight picture book, top
5 leaderboard, Mentorship, etc…)
#3, #5
9 Recommendation Based on Alfred Effect: Habits recommendation, recipes recommendation, content
recommendation.
Based on data, correlations can be found based on other successful profiles (people
that do Habit A, likes also this habit…).
#4
10 Mentorship Beside coachers (which are not very responsive), allow users mentoring others, less
proficient users.
#5
11 Group question Encourage people working in groups to overcome challenging tasks: ie. Log your food –
if all members log the food , they will get a booster / SAPS
#5
12 Extend the
subscription period /
offer discounts
If user brings friends, or doing the challenging desired actions (those that are hard for
him to do – for example, Log food, water intake and activity in the next 2 weeks). If he
is not doing so, he will loose the extension / discount.
#8
94%

17. THANK YOU!
Yu-kai, you’re a true inspiration! The Octalysis Framework and the human-focused design
approach balances great challenging activities, with engagement and enjoyment. For me, this
is a big WOW!
Dirk & Myrte, thank you so much for making the OP community enjoyable, interesting, and
active! I’m learning so much from you via Slack and LCSs. You are so great! Appreciate your
efforts and looking forward to the continued value & excitement you bring to the community.
Thanks to the community and to anyone who spends time reading, commenting, and upvoting
this submission.
I FEEL LUCKY TO BE PART OF THE GAMIFICATION FAMILY!
PRIME ON!
100%