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narendra peesapati
narendra peesapati January 11, 2019

Executive summary

ZYTO introduced a mobile app that aids their customers in self-improvement by helping them expand their perceptions about personal issues. This app is feature-rich and relies on a sequence of steps that the customer must complete to get immediate benefit. Initial observations after app launch revealed a gap in the customer experience—customers were having difficulties finishing this sequence. To fix this, at first ZYTO ran customer training sessions at their centers but this proved expensive, ineffective and inefficient. Then they came across Upshot.AI and used its advanced capabilities to revamp the app experience, which resulted in significant benefits to them and their customers.

About ZYTO

ZYTO Corp. is a global technology company founded by its CEO Dr. Vaughn R Cook. The company designs and builds computer technology to facilitate decision-making about health and wellness. ZYTO’s product mix includes software and hardware sold to healthcare professionals, network marketers, and consumers.

ZYTO technology does not identify, diagnose, or treat any disease or medical condition.

The Situation

On November 28, 2016, ZYTO released an application for iPhone® called Reframe. This app offers a simple and effective path to self-improvement by helping to expand the user’s perceptions about personal issues.

ZYTO CEO and Founder Dr. Vaughn R Cook says, “We created the Reframe app because we feel that everyone should be able to benefit from our life-changing perception reframing technology. By putting this technology in as many hands as possible, we can change the wellness landscape on a global scale.”

Utilizing ZYTO’s advanced voice-mapping technology, Reframe can help the user subconsciously expand perceptions in any area of life where they desire greater balance and a more positive mindset. It does this by analyzing the frequencies in their voice when they speak into the phone  about a specific topic, then generating a unique image that helps their mind shift to a more desirable perception of that topic. This entire process of perception reframing is arranged within the app as a multi-step sequence, which the user must complete in order to get full benefit from the app. The first three sequences
on Reframe are free after which users have to upgrade to a paid subscription to continue usage.

The Challenges

ZYTO identified and began to measure two key metrics, the percentage of customers completing the perception reframing sequence and the free-to-paid conversion rate for Reframe and found both metrics unsatisfactory. They were concerned about these low metrics, but they knew that they had to dig deeper quickly and find out the reasons behind them.

The Solutions

ZYTO identified and began to measure two key metrics, the percentage of customers completing the perception reframing sequence and the free-to-paid conversion rate for Reframe and found both metrics unsatisfactory. They were concerned about these low metrics, but they knew that they had to dig deeper quickly and find out the reasons behind them.

They realized that these two metrics were correlated positively: a higher percentage of customers who went through the full sequence would realize benefits of the app immediately and this would translate into a higher free-to-paid conversion.

So they had a simple solution idea—they had to ensure that the Reframe users finished the complete sequence of steps within a perception reframing session.

At first, they organized app training sessions at their centers but quickly found out that it was costly (required training infrastructure and experts), inefficient (could not be scaled to the hundreds and thousands of app users that are spread geographically), and ineffective (training sessions were for groups and the individuals had different needs).

Following this, they looked for ways to enhance customer experience right within the app. After considering many customer experience platforms, they chose Upshot.AI due to the completeness of its capabilities to deliver an end-to-end frictionless customer experience. Upshot.AI allows companies owning digital properties such as mobile apps, websites, and kiosks to measure customer experience on those properties, identify gaps, visualize an experience alternative using end-to-end customer journeys and then deliver that experience in compelling and creative ways.

ZYTO worked with the Upshot.AI customer experience experts to quickly integrate Upshot.AI with Reframe and adopt a two-step methodology.

First, using Upshot.AI’s advanced friction detection and segmentation technologies, they grouped Reframe users based on their app usage and friction point patterns, then delivered customized tutorials to help customers go through the full sequence smoothly.

We leveraged AWS Technology Stacks like EC2, LAMBDA, CLOUDFRONT, SNS, SQS, RDS etc in order to succesfully deploy our platform.

Results

Results were quick to pour in: within the first month of implementing the solution, ZYTO saw a 21% rise in the number of app sessions. We saw a 43% rise in number of users who now completed perception reframing sequence of the total active users. Also, the free-to-paid conversion rate for Reframe
went up by 63%

Additional benefits

Using Upshot.AI’s customer feedback tools, ZYTO began to ask every Reframe customer how they felt before and after a perception reframing session on the app. This feedback was used by the ZYTO Research team to understand the effectiveness of their technology and to improve the
app.

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