Many members had given up on the product entirely, with some even abandoning their wellness programs because Onlife delivered little value beyond a once-a-year assessment.

Public reviews reflected these issues starkly. Onlife's wellness app had earned mixed ratings on the App Store hovering around 2.0 / 5. Users were frustrated by crashes, glitchy interactions, and a setup flow that forced unnecessary steps like mandatory calendars and address connections that felt burdensome or confusing. One reviewer called the app "a garbage dump" and "terribly optimized," noting that the concept had potential but the execution left users disillusioned. On Android, the situation was similar: Across tens of thousands of installs, the average rating sat below industry norms for health and fitness apps, with frequent one-star reviews citing slow performance and poor usability.

Internally, member services teams were the first to feel these pain points. Support call volume was high. Much of it driven by usability issues, unmet expectations, and confusion about how to use the product's features. Promised device integrations often fell short, and many members struggled to reliably connect or sync data from their wearables or health tracking apps. In analytics, we saw a brutal engagement curve: While many users completed the initial health assessment, daily engagement dropped by roughly 83% after day one, and there was no compelling reason for them to return.