Platform:
iOS / Android
Role:
UX/UI Designer
In 2017 Tim Dietmann decided to share his methods to maintain and keep fitness motivation. He began to lead classes, whose main aim was to convince people to leave their comfort zone and reach out where they would never dare to look. Thanks to creating a fitness habit the participants started to improve their bodies, gain confidence, goals, perspectives. This is the time when BEAT81 was born. Four years later, BEAT81 is one of the most interactive, intelligent and exciting outdoor group fitness experiences on the market. What separates them from other gyms or fitness clubs are efficient 45min HIIT workouts, that allow you to burn calories even after the training, live heart rate monitoring, which results are displayed on the screen, in-depth, personalized training results visible on the mobile app and a community.
The challenge
BEAT81 would like to increase the number of users who decide to purchase one of their memberships or flexible plans. Initially, BEAT81 offers 3 free trainings for everyone who would like to check out their trainings and convince themselves of the product’s potential.
The main goal and KPI for our project was to increase the conversion of new customers from the free trial to a paid subscription. The company was looking for a solution to be implemented in their mobile app — a new flow, an improvement of existing features or a cross-platform strategy.
This project was completed in a 9-days sprint during the Ironhack UX/UI Bootcamp. I partnership with two colleagues, Anubha Singh and Gonzalo Ortiz Derpich. In this project we followed the Design Thinking Process - this approach was ideal for us to process our information and create viable solutions.
Empathize
User research
In the brief our stakeholder left us a hint. Based on previous user research they have found, that including solutions that enhance social connections and a sense of community can prolong the life of their clients. We decided to verify this information through our own user research. Our target user group was mainly female, between 25 and 40 years old, who practice sport actively but not professionally and have medium to medium-high finance level.
We created an online survey that was filled by 35 participants. The key findings:
Conducting several interviews taught us, that:
- workout in the group keeps people more motivated
- the majority choose workout place/gym because of the people
- good atmosphere, as well as a sense of belonging to the community, is very important
- competition and challenges are providing additional motivation
Very valuable for our project was the participation of real BEAT81 customers in a specially prepared survey and interviews.
“BEAT81 could start building a community of participants and organizing competitions- this makes thing more fun and enjoyable at least for me”
“I wanted to do sport with people and BEAT81 offers it. I get more motivated while being surrounded by others”
“I choose the workout based on workout format, location, people attending (more participants and more competitive people is better)”
User Persona
Based on user research we created our User Persona. Sara is a semi-fictional character that represents a potential user of the app, trying a free BEAT81 trial . Her goals, ambitions and frustrations are reflections of those mentioned by our interviewees.
Define
Problem Statement
We have observed that BEAT81 app doesn’t allow users to meet the goal to feel motivated to exercise accompanied by friends or a group, which is causing that users stop using the app due to lack of motivation, which reduces the number of conversions of new customers from free trial to a paid subscription
How Might We make BEAT 81 users feel part of a community, that not only motivates, but also cares, supports and empowers each other?
Hypothesis Statement
We believe, that by creating a social aspect in the app our users are going to feel more like a part of the community which will motivate them to keep attending to the classes. This feature will help to increase the number of paid subscriptions. We will know we are right with quantitative feedback.
Ideate
Ideating was the most demanding stage during this project. Building a community through the mobile application was a big challenge. After using Crazy 8's method we implemented our ideas into a mid-fidelity prototype and send it to test. Although we received results that allowed us to continue working on improving our MVP, we felt that this solution might not be what BEAT81 subscribers expected. We decided to start the ideation process all over again and used MoSCow Method to prioritise and organise new features.
Prototype&Test
Before jumping into creating a high-fidelity prototype we build a Design System and defined three User Flows. This helped us to speed up our work and keep the consistency of the design.
We developed the features from the "must" section as well as a few from the "should" section. We launched the hi-fidelity prototype for test on Maze and received 22 responses. The results showed us, that list of participants on the workout result page has to be improved. The necessary changes were implemented in the final prototype.
Read the complete case study on Medium.
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