The articles are written in a very approachable manner, though they sometimes flirt with being too flippant. Noom has raised a lot of money from Silicon Valley venture capitalists, and they’ve clearly spent a fair chunk of those funds on a solid team of user interface designers and copywriters. Others are quick tests that quiz you on the articles (no doubt a way to reinforce the information Noom’s trying to teach). Most of the tasks are short articles to read, usually about nutrition, but often about psychological approaches-mindfulness, for instance-that reframe your outlook on dieting, or even life. Every day the app refreshes with about eight tasks the app asks you to complete. Once you have your account set up, using Noom is as easy as reading an email and typing a reply. (It’s not clear what the quiz assesses I suspect your answers help sort you into your support group or adjusts the language that you read in your daily notes.) (It’s available on the App Store for iOS devices or Google Play store for Android devices.) When you sign up and create an account, the app will make you take a short personality quiz. You’ll first sign up for Noom on their website, then download the app to your phone. In order to use Noom, you need to have a smartphone, email address or social media account, and a credit card. Is it a miracle? No, but it feels like something more substantial: A sustainable way to create healthier habits. For the past three months, I’ve been logging my weight and food intake using Noom, and I’m down 20 pounds in that time. What I found was an easy-to-follow behavior-management program with a bonus weight-loss component. When we decided to review Noom in late September, I volunteered to test it out. You get a feeling it’s about weight loss, but there are no before-and-after shots, no overly large pants that no longer fit, and not many enthusiastic testimonials. The company’s Instagram feed is full of mouthwatering pictures of healthy food, with a bio that states “Start today and lead a healthier life!” But the marketing never seems to fully explain what the company offers.
There’s a lot of mystery around Noom-starting with “what even is it?” The social media ads are maddeningly vague, showing happy people at backyard barbecues, pools, and other friendly locations.
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