Daily challenge feature update
18th December
MoveWell
Moving the world towards better health
Daily Challenge feature was launched on 31st May 2024.
This feature is promoted at the top of the hero section of the Today Screen to all of our users.
Existing subscribed users can access the challenge immediately.
Free users are required to start a subscription. Following the release on both Android and iOS, we have seen an immediate uptick of subscription sign-ups by 55%.
30 days after launch 3304% of users (Movers) have remained engaged in the challenge.
We’ve also seen increased engagement on content overall.
Last 60 days
Take-aways

Increase in DAUs and SignUps

There was a notable spike in Daily Active Users (DAUs) and SignUps following the launch of the Daily Challenge feature on May 31. On the launch day, DAUs increased from an average of around 46,000 in the preceding days to 48,015. SignUps also saw a substantial rise, jumping from an average of around 3,600 in May to 5,635 on the launch day. This trend continued, with DAUs reaching a peak of 82,752 on March 18, 2025.

Enhanced Engagement & Usage

Engagement metrics also saw a positive trend. The feature’s introduction led to a rise in user engagement, with daily engagement activities climbing from pre-launch averages of around 1,800 to over 3,200 by March 2025. The highest recorded engagement was on March 25, 2025, with 3,210 engagement activities.

Boost in Revenue Post-Feature

Revenue generation experienced a marked uptick following the Daily Challenge launch. On May 31, revenue spiked from an average of approximately $70,000 to $73,200. This upward trend continued, with a significant increase in revenue, peaking at $196,900 on March 28, 2025. This indicates that the feature not only increased user activity but also contributed substantially to the app’s monetization.

Next Steps

Diversify Daily Challenges

  • Variety and Personalization: Introduce more varied and personalized daily challenges to keep users engaged. This could include challenges tailored to different fitness levels, interests, or specific health goals.
  • Themed Challenges: Create themed challenge series that run for a week or a month, encouraging continuous engagement and a sense of accomplishment upon completion.

Enhanced Engagement & Usage

  • Targeted Campaigns: Use targeted marketing campaigns to promote the Daily Challenge feature to both new and existing users. Highlight success stories and testimonials from users who have benefited from the feature.
  • Partnerships and Collaborations: Collaborate with fitness influencers, health organizations, and brands to co-create and promote unique challenges, leveraging their audience for greater reach.

Incentives and Rewards

  • Gamification: Introduce a gamification element where users earn points, badges, or rewards for completing challenges. This can increase motivation and regular participation.
  • Real-World Rewards: Partner with health and fitness brands to offer real-world rewards, such as discounts on fitness gear, gym memberships, or health supplements, to users who consistently participate in and complete daily challenges.