Takeaways From Forks Over Knives Webinar: How to Create Mission-Driven Digital Products
Success stories like this one are often the result of countless hours of brainstorming, research, and collaboration across teams. Even more so, when the product is driven by a mission to help and inspire its users to live healthier lives.
This is the case for Forks Over Knives (FOK), a company committed to changing the way the world sees and approaches nutrition. Since its beginning in 2011, this brand has advocated for the transformative idea that whole-food, plant-based diets are capable of preventing diseases and improving people’s wellbeing. Throughout the years FOK has helped thousands of users transition to a healthier, plant-based lifestyle.
For our first Webinar of the year, we invited Forks Over Knives’ Product Marketing Manager, Leslie Williams, to speak about the strategies that led to the success of their products, especially the meal-planning app Forks Meal Planner. In this post, we’ll share some of the main takeaways from the Webinar, and the inspiring story behind FOK’s mission.
A mission set to succeed
FOK’s story began in 2011, with the launch of the Forks Over Knives documentary, one of the earliest plant-based advocacy films that sparked a change in many people’s nutrition. In response to the incredible reception from the public, FOK began to expand its message, and with it, its scope of products also began to grow. What started as a documentary, soon became a large line of products that includes a New York Times best selling book, magazines, a website with thousands of free recipes and resources, and the app Forks Meal Planner, a comprehensive one-stop solution that tackles the difficulties of transitioning to a plant-based lifestyle.
However, among all the products that FOK offers, the Forks Meal Planner app is at the forefront. This app is packed with recipes that adapt to each season of the year, new updated meal plans every week, cooking courses, dynamic shopping lists, customizable meal planner for individuals and families of all sizes, and resources that support the journey of FOK’s community to a plant-based diet.
FOK strategies to product-led growth
After learning about Forks Meal Planner’s features from our Webinar with Leslie Williams, it doesn’t come as a surprise to learn that it has been the number one food and drink paid app off and on for several years. Nonetheless, such success didn’t come without its challenges. Along with a bigger customer base, it also came the need to give Forks Meal Planner the strategic attention and expertise it needed to continue growing. For FOK, scaling up its product development by outsourcing was they best way to go.
In this short segment of the Webinar, Leslie tell us everything about their outsourcing process, from making the initial decision to finding the perfect partner for their product:
Measuring user metrics was another of the main strategies that FOK’s product team implemented to better understand their users’ needs, increase engagement, predict user churn and make better UX design decisions. Here are some of the metrics that FOK’s team keeps track of, and how they use them to drive growth:
Do you want to learn more about the process of developing successful mission-driven digital products?
Here are some of the other topics we discussed in our Webinar with Leslie Williams:
- Why user feedback is key to building successful and sustainable digital products
- How to differentiate your product in an overpopulated app market
- Why collaboration across teams is crucial to add value to your app
- Strategies to segment and understand your app audience
- How to align users’ needs with your business goals
- How to support users and address their needs
If you are ready to learn more about FOK’s journey, you can now listen to the full Webinar recording. We hope FOK’s strategies motivate and help you implement a more user-centered approach to your own product!