In this edition, the team behind NeuroNation explains how their focus on the customer experience has fostered increased user engagement. They also discuss how they monetize globally by adapting their business model to the way their users connect and behave, and how they see Amazon Underground as a unique opportunity to align monetization with their high user engagement.
NeuroNation is a brain fitness app that is quickly growing on a global scale. Their brain training exercises germinated from the founders’ passion on the subject, and were grounded on the scientific findings in cognitive improvement that derived from research from the General Psychology and Neuropsychology departments at the Freie Universitat Berlin.
NeuroNation attributes their growth to a design process in which they start with their own personal needs, instead of a broader market need. Coupled with gamification mechanics, and insight from research on psychology and human behaviour, they created a product that has reached millions of users since their launch in early 2014.
In the process, they have iterated over different business models, transitioning from web to mobile, and expanding to additional countries. After going from subscription to transaction-based models, they recently published their app to Amazon Underground; a process they characterized as easy, getting it done in less than a week—“In the end, it was just a few lines of code to unlock everything.”
They also value this as an opportunity to reach new customers with the full range of their premium content. As an added benefit, they see potential in that “developers will be able to focus in engagement,” which in their customer-centric view is a win-win situation, since “customers […] want to have the best engaging product, not the best monetising one.”