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IA.md

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brand Noom
tagline Stop dieting. Get life-long results.
category Health & Wellness
website https://noom.com

Information Architecture — Noom

Overview

Noom is a psychology-based weight management and health platform that combines food logging, daily educational articles, coaching, and behavioral change techniques to build sustainable habits. The IA is structured around a daily curriculum — articles, quizzes, food/weight logging — delivered in a conversational, chat-like interface. Unlike calorie-counting apps, Noom emphasizes the psychological "why" behind eating behaviors through its traffic-light food classification system and cognitive behavioral therapy (CBT) principles.

Site Map

Noom
├── Home (Today's Dashboard)
│   ├── Daily Lessons (articles + quizzes)
│   ├── Weight Log
│   ├── Calorie Budget (remaining)
│   ├── Step Count
│   ├── Water Intake
│   └── Streak / Progress
├── Food Logging
│   ├── Meals (Breakfast, Lunch, Dinner, Snacks)
│   ├── Food Database (search)
│   ├── Barcode Scanner
│   ├── Recipe Logger
│   ├── Traffic Light System
│   │   ├── Green (low calorie-density)
│   │   ├── Yellow (moderate)
│   │   └── Orange/Red (high calorie-density)
│   └── Calorie Budget breakdown
├── Lessons (Curriculum)
│   ├── Daily Articles (conversational format)
│   ├── Quizzes
│   ├── Thought Exercises
│   ├── Goal Setting
│   ├── Progress Milestones
│   └── Themed Modules
│       ├── Psychology of Eating
│       ├── Portion Control
│       ├── Emotional Eating
│       ├── Stress Management
│       └── Exercise Habits
├── Weight Tracking
│   ├── Daily Weigh-In
│   ├── Weight Graph (trend line)
│   ├── Goal Weight
│   └── Projected Timeline
├── Coach
│   ├── 1:1 Chat with Coach
│   ├── Goal Review
│   └── Accountability Check-ins
├── Group (Support Group)
│   ├── Group Chat
│   ├── Group Coach
│   ├── Shared Challenges
│   └── Member Introductions
├── Exercise Tracking
│   ├── Log Exercise
│   ├── Step Counter (integrated)
│   ├── Exercise Database
│   └── Calorie Adjustment
├── Recipes (Noom-friendly)
│   ├── By Meal Type
│   ├── By Calorie Range
│   ├── By Dietary Restriction
│   └── Favorited Recipes
├── Profile
│   ├── Progress Photos
│   ├── Stats Summary
│   ├── Goals
│   └── Settings
├── Settings
│   ├── Account
│   ├── Subscription
│   ├── Calorie Budget Preferences
│   ├── Integrations (Apple Health, Fitbit, etc.)
│   ├── Notifications
│   └── Privacy
└── Website
    ├── Quiz / Onboarding
    ├── Pricing
    ├── Success Stories
    ├── Blog
    └── Science / Research

Navigation Model

  • Type: Bottom tab bar (mobile-first)
  • Bottom Tabs: Home, Logging, Lessons, Coach/Group, Profile
  • Home Dashboard: Scrollable daily cards — weight, food, water, steps, lesson
  • Lesson Flow: Chat-like conversational interface — tap to advance through article → quiz → summary
  • Food Logging: Tab within logging → Meal selector → Search/scan → Add food → See traffic light color
  • Coach Chat: Persistent chat thread; responds within business hours (async)

Content Model

Entity Key Attributes Relationships
Lesson (Article) title, body (conversational), quiz questions, topic module, day number, reading time → Curriculum Module
Food Entry food item, serving size, calories, traffic light color (green/yellow/orange), meal → Daily Log
Weight Entry weight, date, trend line position → Weight History
Exercise Entry activity type, duration, calories burned → Daily Log
Recipe title, ingredients, instructions, calories per serving, traffic light breakdown, dietary tags → Recipes Collection
Coach Message text, sender (user/coach), timestamp, attachments → Coach Thread
Group Post text, author, timestamp, reactions → Support Group
Quiz question, options, correct answer, explanation → Lesson
Goal type (weight, behavior), target, deadline, progress → Profile
Progress Photo image, date, weight at time → Profile

User Flows

Daily Routine

Morning: Open app → Log weight → View calorie budget for the day → Log breakfast → Each food shows traffic light color → Budget adjusts → Read daily lesson (5-10 min) → Complete quiz → Reflect → Throughout day: Log meals and water → Step count auto-tracked → Evening: Check remaining budget → Log dinner → Review daily summary

Onboarding Quiz

Visit noom.com → Start quiz → Answer questions about goals, habits, lifestyle → Quiz covers: current weight, goal weight, eating habits, exercise frequency, motivation → Personalized plan generated: calorie budget, daily lessons pace, coaching level → Select subscription plan → Create account → Begin Day 1 curriculum

Coach Interaction

Navigate to Coach tab → Type message about a struggle or question → Coach responds (async, typically same day) with personalized guidance → Coach reviews food logs, weight trends, lesson progress → Weekly check-in: Coach asks about goals, adjusts plan if needed

URL / Route Structure

noom.com/                                   # Marketing homepage
noom.com/quiz                               # Onboarding quiz
noom.com/plans                              # Pricing / subscription plans
noom.com/blog                               # Blog
noom.com/blog/{slug}                        # Blog article
noom.com/recipes                            # Noom recipes
noom.com/success-stories                    # Testimonials
noom.com/science                            # Research / science page
app.noom.com/                               # Web app (logged in)
noom.com/programs                               # Programs overview
noom.com/programs/weight-loss                   # Weight loss program
noom.com/programs/diabetes                      # Diabetes prevention
noom.com/programs/stress                        # Stress management
noom.com/about                                  # About page
noom.com/careers                                # Careers
noom.com/privacy                                # Privacy policy
noom.com/terms                                  # Terms of service
app.noom.com/diary                              # Food diary
app.noom.com/lessons                            # Lessons curriculum
app.noom.com/coach                              # Coach chat
app.noom.com/progress                           # Progress tracking

Search & Filter

  • Food Search: Extensive food database with keyword search; barcode scanner for packaged foods
  • Food Filter: By traffic light color (green/yellow/orange), by meal type
  • Recipe Search: By keyword, meal type, calorie range, dietary restriction (vegetarian, gluten-free)
  • Lesson Browse: Sequential curriculum (not browseable out of order by design — learning is paced)
  • Exercise Search: Activity type database (running, cycling, yoga, etc.) with calorie estimates
  • No Social Discovery: Noom is a personal health tool; no browsing other users' content

Responsive Behavior

Breakpoint Behavior
Mobile App (primary) Bottom tab bar; chat-like lesson interface; food logging with barcode camera; full-screen weight graph
Tablet Larger lesson cards; expanded food log view; side-by-side dashboard
Web App Dashboard layout; food logging via search (no barcode); lesson reading on wider screen
Apple Watch Step counting, exercise logging; no food logging or lessons
Integrations Syncs with Apple Health, Google Fit, Fitbit, Garmin for activity/weight data

Access Control

Role Capabilities
Trial User Full access for trial period (typically 7-14 days); all features available
Paid Subscriber Full access: lessons, food logging, coaching, group support, recipes
Free (expired) Limited: weight logging, basic food logging; no lessons or coaching
Coach View assigned users' logs, weight trends, lesson progress; send messages; set goals
Group Coach Facilitate group discussions, post prompts, moderate group chat
Group Member Participate in group chat, share wins, support peers
Family (Noom for families) Shared household plan; individual profiles and progress

Traffic Light Food System

Color Calorie Density Examples Budget Allocation
Green Low (< 1 cal/g) Fruits, vegetables, non-fat dairy, egg whites, broth-based soups ~30% of daily calories
Yellow Moderate (1-2.4 cal/g) Lean meats, grains, beans, avocado, hummus, low-fat cheese ~45% of daily calories
Orange/Red High (> 2.4 cal/g) Nuts, butter, oils, full-fat cheese, bacon, candy, pizza ~25% of daily calories

Behavioral Psychology Techniques

  • Cognitive Behavioral Therapy (CBT): Identify and change negative thought patterns around food
  • Motivational Interviewing: Coach uses reflective listening to build intrinsic motivation
  • Self-Monitoring: Daily logging creates awareness (food, weight, water, steps)
  • Goal Gradient: Progress bars and streaks leverage the endowed progress effect
  • Implementation Intentions: "If-then" planning for anticipated challenges
  • Social Accountability: Group support and coach check-ins maintain commitment
  • Gamification: Streaks, milestones, and curriculum progress badges

Curriculum Structure

  • Phase 1 (Weeks 1-4): Foundation — calorie budgeting, traffic light system, portion control
  • Phase 2 (Weeks 5-8): Psychology — emotional eating, stress management, cognitive distortions
  • Phase 3 (Weeks 9-12): Sustainability — habit stacking, relapse prevention, social situations
  • Phase 4 (Weeks 13-16): Maintenance — long-term strategies, identity shift, independence

Coach Matching

  • Specialization: Coaches matched by user goals (weight loss, diabetes, stress)
  • Communication style: Some coaches are motivational, others are data-driven
  • Availability: Async messaging (not real-time); typical response within same day
  • Reassignment: Users can request a different coach at any time
  • Group coach: Separate from 1:1 coach; facilitates group discussions

Pricing

Plan Duration Price Features
Monthly 1 month ~$70/mo Full access, 1:1 coach, group support
4-month 4 months ~$50/mo Same features, discounted rate
Annual 12 months ~$30/mo Same features, best value
Add-ons — Varies Meal plans, workout programs, DNA testing