Focus on data
No concept is strong enough if it does not prove itself on the field - so we set up a test group who would wake up with Snoozr for a week. During this process, we learned a vast amount of user behavior from each other and from our test users, enough to wrap it to a more structured and pleasant experience.
Choosing the right pattern proved to be challenging. The only right way to test it was to try it out. So we let Snoozr wake us up every morning till we found the perfect one, before launching it.