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User Journey (what is their experience?)

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User Journey (what is their experience?)

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User Journey

1. Onboarding and Testing:

Users begin by completing an initial set of tests provided by ZOE. This includes using a blood sugar sensor, blood fat test, and stool sample to assess gut health. The app also provides test meals (often cookies) to help gauge how the user’s body responds to different nutrients. These tests are meant to identify individual biological responses.

2. Data Collection and Analysis:

ZOE collects data from these tests and continuously monitors users' responses through food logging. Users are encouraged to log their meals and activities in the app, allowing ZOE’s algorithm to generate personalized insights based on the collected data.

3. Food Recommendations:

Once enough data is gathered, the app starts providing food scores, which are ratings (0-100) that indicate how well a certain food or meal supports an individual's health goals. The app offers guidance on food pairings and meal timing to minimize blood sugar spikes and improve gut health.

4. Progress Tracking and Adjustment:

Users can track their progress over time, with the app providing updates on key health metrics like blood sugar control, blood fat levels, and gut health. The app adapts its recommendations as more data is collected, offering tips and educational content to help users make better food choices and feel healthier.

5. Long-Term Engagement:

ZOE encourages users to continually retest and adjust their diet based on ongoing feedback from the app. There is an educational component, including lessons on the science behind nutrition, to help users maintain long-term health improvements.

Reviews

72% 5-star

11% 4-star

5% 3-star

4% 2-star

8% 1-star

5-Star Reviews:

Users praised the personalized insights into nutrition and health, achieving results like weight loss without strict dieting. They found customer support friendly and helpful, and appreciated the flexibility in recipes.

4-Star Reviews:

Users noted positive results but found the amount of information overwhelming at first. The food diary was useful but time-consuming. Minor issues like limited recipe variety were mentioned.

3-Star Reviews:

While the app provided useful insights, users criticized the app’s functionality, reporting frequent crashes and difficult meal logging. Some dietary issues, like IBS, worsened with the recommended foods.

2-Star Reviews:

Users appreciated the health insights but were dissatisfied with customer service and felt misled by automatic renewals and high costs. Technical issues were common.

1-Star Reviews:

Users strongly criticized the app’s technical failures, slow customer support, and subscription difficulties, feeling that it was overpriced and too focused on profit over health.

Advantages:

1. Personalized Insights: The app provides tailored nutrition advice, leading to effective results like weight loss.

2. Good Customer Support: Users appreciate the responsive and helpful support staff.

3. Meal Suggestions: Recipe recommendations and meal scores are useful for making better food choices.

Disadvantages:

1. Technical Issues: Frequent app crashes and slow performance frustrate users.

2. Time-Consuming: The food diary and logging process are tedious for many users.

3. High Cost and Subscription Problems: Expensive fees and auto-renewal issues upset users.

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Everyone! "We unlock the power of science for every body." - Zoe.com/about-zoe

In reality there key audience look like:

The ZOE membership is only available in the UK mainland, including Scottish Highlands and NI.

Individuals Focused on Gut Health: People interested in understanding and improving their gut microbiome.

Diabetics or Pre-diabetics: Users looking for personalized nutrition to manage blood sugar levels.

Health-Conscious Consumers: Those who actively seek to improve their overall well-being through diet.

Fitness Enthusiasts: Users wanting to optimize their nutrition for better performance and recovery.

Busy Professionals: Individuals who need quick, nutritious meal solutions that fit into a hectic lifestyle.

Tech literate / digitally confident people "Through self-reported symptoms and test results"

Disposable income/ Middle income and above: £24.99 per month for a 12-month membership, plus £299.99 for testing.

Those on GLP1s for weight loss. Zoe says it complements their goals

Those wanting to lose weight / reduce hunger

Menopausal / primenapausal women (via ambassador: Davina McCall). Davina's core fanbase:

women aged 25 to 45, particularly those interested in fitness, health, and wellness.

Steven Barlett followers (ambassador and investor, celeb on their adverts): primarily focuses on millennials and Gen Z. core customer demographic is:

Young Entrepreneurs: Individuals looking to start their own businesses or enhance their existing ventures.

Digital Natives: Those engaged in social media and digital marketing, often seeking innovative strategies and insights.

Students and Recent Graduates: Young people interested in personal development, business advice, and career guidance.

Creatives and Influencers: Individuals in creative industries looking for branding and marketing strategies.

Zoe website says NOT FOR:

1. If you have an active eating disorder (e.g. anorexia nervosa or bulimia nervosa), you are not eligible to join the ZOE programme. If you have a history of eating disorders, the ZOE programme may be triggering, so check with your doctor before signing up.

2. If you have a gut disease (e.g. Crohn’s disease, ulcerative colitis, or celiac disease) then you are not eligible for the ZOE membership

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Professor of Genetic Epidemiology at King’s College London, director of the Twins UK study and one of the world’s leading researchers. Author of ‘The Diet Myth’, focusing on nutrition and the microbiome.

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Overview of problem(s) it is solving:

The Primary Problem:

1. Lack of Personalisation/Generalised Diets for All: Traditional nutrition & fitness programs offer broad, one-size-fits-all recommendations that do not account for individual differences in genetics, metabolism, and lifestyle, often leading to ineffective results and high dropout rates from these programs. "Each body has a different biology"

2. Feeling Hungry and Unfulfilled on traditional diets leading to quitting.

Diving Deeper:

1. Lack of Information/Education on Unique Nutritional Needs : People often face confusion over what diet works best for them & their health conditions. In fact, most people aren't even aware that different things work for different bodies. "Gut biome" is a relatively new concept that is gaining prominence now. People are also realising that the same diet on 2 different people does not give the same results. But however, most programs/professionals are not educating people on all these various aspects.

2. Lack of Motivation and Engagement to stay consistent: Staying motivated is a common challenge. Most people say that they give up midway, or cannot sustain traditional diets.

3. People don't have time to think, learn, create, and spend endless hours figuring out healthy eating, new recipes, ingredients, etc.

4. Information Overload: There is no dearth of conflicting advise on nutrition, diets, and fitness. New fads and diets appear seasonally and go in and out of "trends". For e.g., the keto diet was highly popular but soon people on it for long durations faced health issues. Similarly, carbs have been the enemy for decades; but now newer messaging says carbs are necessary.

5. Lack of a Holistic Nutritional Program: Most programmes and professionals focus on one aspect of nutrition and food, not considering the entire ecosystem of health.

6. Diet plans are not entirely based on science: There's often a lack of proper scientific evidence supporting the effectiveness of many diet plans. Zoe aims to fill this gap by basing their recommendations on the latest scientific research and clinical studies.

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The Primary Solution & Strategy to Tackle to Problem(s):

While they provide a vast amount of services to ensure a holistic approach to health; the main USP and driving factor behind Zoe is -

- "Personalization through Science": That every body is different, and only after thorough testing personalised dietary and gut health plans are provided. Everything is backed by ongoing scientific research, clinic trials, and panel of experts. -

"To improve health through practical, evidence-based advice."

How do they do this?

The steps provided are:

1. Easy, at-home tests for an inside look at blood fat, blood sugar, and gut microbiome health.

2. Get ZOE Scores, ie, scores on how each food is ranked for YOU bases your biological results.

3. Education on how to swap, add and combine foods to eat in the best way for your body.

4. Get Support from qualified nutrition coaches

5. Get exclusive lessons and content created by world-leading scientists. And speak to their nutrition experts by live chat.

Diving Deeper:

1. They have invested in long-term scientific R&D for better understanding & informed reccos: they have run the largest in-depth nutrition study in the world. And run the largest COVID science project with over 4m participants.

2. They claim that their diets allow users to "eat more".

3. Use of AI, ML: Using big data and machine learning to analyse how individual bodies respond to different foods. Their PREDICT studies gather data on metabolic responses, which then informs personalised dietary recommendations.

4. Comprehensive testing kit: i.e., data backed recommendations. This kit measures responses to various foods and provides insights into how those foods affect blood sugar levels, lipid profiles, and inflammation.

5. They aim to prevent health issues from arising & keep chronic health illness (such as diabetes/obesity) at bay.

6. Focus on gut health and microbiome.

7. Focusing Beyond Calories: Traditionally, the focus has been only on calorie counting. Their approach emphasises the impact of food quality and type as well. i.e., raw/fermented etc. Also, you can eat processed food and still lose weight if you're eating lesser calories; however you overall health will be hampered.

8. Simplifying Complex Data: Zoe simplifies the complex data from their studies into user-friendly insights through the use of their "ZOE Scores."

9. Access to Experts & Ongoing Support.

10. Gamification within the app to keep users accountable, engaged, and committed.

11. Access to knowledge swapping of ingredients, working with different recipes, etc.

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Let's summarise in into single statements:

Problem Statement:

People struggle with generic dietary advice that doesn't account for unique biological differences, leading to ineffective and unsustainable health outcomes. Traditional approaches often overlook the complexities of personal health factors and the latest scientific insights.

Strategy & Solution Statement:

Zoe Nutrition uses science and technology to deliver personalised nutrition advice based on detailed analysis of individual metabolic responses, gut health, and genetic factors. By integrating machine learning and comprehensive personal health data, it provides actionable, tailored dietary recommendations that are scientifically validated and designed to improve long-term health outcomes.

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Some stakeholders, such as shareholders and employees, are internal to the business. Others, such as the business’s customers and suppliers, are external to the business but are nevertheless affected by the business’s actions.

In recent years, it has become common to consider a broader range of external stakeholders, such as the government of the countries in which the business operates or the public at large.

ZOE Stakeholders：

Internal

1. Researchers and Scientists: Professionals involved in studying nutrition, metabolism, and health outcomes who contribute to the development of the product’s algorithms and data analysis.

2. Healthcare Professionals: Dietitians, nutritionists, and doctors who may recommend Zoe’s services to their patients or use the data for personalized care.

3. Investors: Individuals or entities funding Zoe for growth and development, interested in the company's success and profitability.

External

4. Consumers: Individuals seeking personalized nutrition insights to improve their health and well-being.

5. Employees: The team behind Zoe, including software developers, marketers, and customer support staff.

6. Partnerships: Collaborators with food brands, health organizations, or technology companies that may help enhance Zoe's offerings.

7. Technology Providers: Companies providing the necessary tech infrastructure, such as data storage and processing services.

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Business model

1. Key Partners

Scientific and medical institutions for research.

Labs for processing test samples (blood, microbiome).

Health coaches with backgrounds in nutrition science.

App developers for maintaining the ZOE Insights app.

Food suppliers for clinically tested muffins.

2. Key Activities

Conducting at-home tests (gut microbiome, blood sugar, blood fat).

Providing personalized nutrition advice based on test results.

Offering ongoing support through the ZOE Insights app.

Developing and updating algorithms for personalized food recommendations.

Providing coaching services and educational content.

3. Key Resources

Proprietary scientific data and algorithms.

ZOE test kits (gut microbiome, blood sugar monitor, test muffins).

ZOE Insights app for meal logging and feedback.

Nutrition coaches with expertise in wellness.

4. Value Propositions

Personalized nutrition guidance tailored to individual metabolic responses.

Helps users improve gut health, regulate blood sugar, and manage weight.

Data-driven insights on how different foods affect each individual’s health.

Convenient at-home testing with actionable health insights.

5. Customer Relationships

One-to-one support through ZOE health coaches.

Personalized food recommendations and scores via the app.

Subscription options for ongoing support and accountability.

Access to educational resources and community engagement through the app.

6. Channels

Online sales via the ZOE website.

ZOE Insights app for delivering personalized feedback and coaching.

Social media, podcasts, and scientific publications for marketing and outreach.

Collaborations with media outlets for brand visibility.

7. Customer Segments

Health-conscious individuals looking for personalized nutrition.

Individuals with specific health goals like weight loss or gut health improvement.

People seeking alternatives to generic diet plans.

8. Cost Structure

Manufacturing and distribution of test kits.

App development and maintenance.

Salaries for health coaches and scientific staff.

social media promotional costs

9. Revenue Streams

Sales of test kits.

Subscription fees for continued app usage and coaching .

Potential revenue from partnerships and data insights for scientific research​

ZOE process:

1. Kit contents: Upon purchase, you receive a Continuous Glucose Monitor (CGM), a gut health testing kit, a food scale, and three sets of clinically tested muffins.

2. 14-day testing period: You eat the test muffins and experiment with different foods while tracking your blood sugar and metabolism. You also send blood fat and gut health samples to the lab.

3. Report: After 14 days, you receive a report detailing your blood sugar response, blood fat response, and gut microbiome composition.

4. ZOE food scores: These scores guide you toward foods that work best for your gut health and metabolism.

5. Ongoing support: For 4 months, you can use the ZOE Insights app for meal feedback, access a personalized 4-week eating plan, and continue learning about nutrition.

6. Optional coaching: You can purchase additional coaching for further guidance and accountability with your meal choices​

Accountability

ZOE offers two levels of accountability after you’ve completed your testing and received your reports.

ZOE Insights app

Purchasing the ZOE test kit gives you access to the ZOE Insights app for four months.

1. The app allows you to log your food

2. get feedback on your meals

3. learn what foods may benefit your body the most.

Health coach support

After receiving your ZOE test kit results, the standard plan gives you access to six hours of one-to-one support and guidance from a ZOE health coach. Coaches are available through video chats and text communication through the ZOE Insights app.

Limitations

they are only available for general wellness and cannot address medical conditions that affect your intake, allergies, food intolerances, or medication interactions.

If you would like more extended support and nutrition guidance from ZOE, you can choose a subscription plan to extend your coaching with a ZOE coach when purchasing your test kit.

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What do we want to ask Judah in our tutorial

1. What templates or models should we use to help with the next stages? E.g. what terminology to use? does it matter?

2. What is a 'blueprint'? for week 2

3. What studio are we allocated for our Team to use for this project?