Why I'm here

Hello, this is my first blog post, and I just want to give a short introduction to this website and its purpose. 

LiveWell

4 years ago I started working at LiveWell - it was Zurich Insurance’s digital health-and-wellbeing offering operating as its own independent business within Zurich Insurance’s Global Ventures BU. 

The offering was a direct-to-consumer app where users could engage with the product and hopefully get healthier and feel better as a result. 

The platform was sadly shut down at the end of 2025 (along with Zurich’s entire Global Ventures business unit which contained a number of other digital assets), staff was let go and along with it; a bunch of knowledge was lost.

The LiveWell app in 2024 showcasing my (lack of) exercise on certain days of the week

Understanding user engagement

We built our approach to user engagement, largely from the ground-up (‘from first principles’ as the tech world might have you say), we had to because we were only a small team within a large financial services organisation, with little digital or growth experience and backgrounds primarily in financial services, consulting, research, manufacturing.

There was also very little guidance available online, and no easy way to associate the numbers we were pulling to the insurance metrics that our corporate stakeholders were used to.

Google Analytics offered little help at the time, guiding us towards typical vanity metrics like MAU and stickiness. 

These were a nice start but there wasn’t a clear cut way to turn analyses into actions and next steps in the way that I had been used to when working for Honeywell with factory data (deviation from target -> identify key driver -> implement corrective action -> monitor result).

GA4 telling us half the story with its stickiness ratios

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Changing landscapes

In the 4 years that passed since May 2022 when I started at LiveWell, the digital landscape also changed significantly.

The introduction of AI tools made information much more accessible, while at the same time making it harder to discern between what is good and what is bad advice when you’re unfamiliar with the field. 

Apps like Instagram and TikTok are in the spotlight more than ever for their addictive properties, and digital products (or maybe even everything) are competing with those platforms whether they like it (or know it) or not. 

Sharing the knowledge

This leads me to where we stand now.

I wrote The User Engagement Blueprint ebook for product analysts and teams who are experiencing what I have experienced. 

It’s the guide I wish I had 4 years ago and will help you turn raw app data into real engagement and retention wins. 

With the Blueprint framework you can get started right away with it but aims to support the building of a data-driven culture within your organisation, without drowning in dashboards and vanity metrics.

Get started now - buy The User Engagement Blueprint​