PROJECT SUMMARY
DOWNLOAD APPLICATION
FITTIME is one of the most popular mobile fitness training product with community and social properties , users can anytime, anywhere to choose their own fitness courses for real-time synchronization training and get motivated by other users.
Design Scope
Business Level
Establishing a value proposition around the core audience, fully capitalize on our powerful community property, building the close loop to our product ecosystem.
Product Level
Increasing downloads, the retention rate of new users, including the retention rate of the day after the volume of new users. Increasing the volume of interaction from users, including Mark, Share, Like, and Punch in. Pushing up the duration of the single time usage.
My Role
Design Lead, UX /UI Principle Designer
UNDERSTANDING
Market Prospect
Sports and Fitness App Market to Expand by More Than 60 Percent in Five Years from 2012 to 2017. Installations of sports and fitness apps, which are mainly used on smartphones, will grow to 248 million in 2017, up from 156 million in 2012. (Report from This Electronics and Media)
Target Market Characteristics
People are paying more attention to fitness and their intention is also getting more stronger, but truly understand how to workout are less, so the fitness market appeared many video coaching and workout planning Apps.
Video coaching class provides long and short video, long video needs time and data stream to download, the experience is not mobile friendly, instead, the short video is more popular in the market. (the short video here includes a whole video related industry.)
The workout planning class provides more developed system plan schemes for the user to choose, less considering the individual needs and the special needs of users.
The social property overflows, there are a large part of the module in some products is to create social network, sometimes seriously deviated from the purpose of fitness, became a platform for the user's body Slide Show. Of course, building community is very conducive to the user's self - spread and meet the social requirement, but we still have to grasp the core function.
Target Market Trends
Meet the user's workout needs in specific scenarios and optimizing the mobile end user experience is the product development trend.
The new released product should be more concise, objective, efficient. After all, if users found little effect when using an App for a while, even the community is good, but those more intent users will turn away to other products.
User generated content (UGC) will become the trend in the market, because the programs generated by users are more rich, distinctive, updated continuously and meet the needs of different users. Beyond that, it will encourage users, allowing users to have a sense of engagement.
Female users are majority and increasing significantly, their motivation even stronger than male.
USER TYPE
After analyzing the qualitative interview, we classified our users into Five Category:
• Social-oriented
• Objective-oriented (Losing or Gain Weight)
• Study-oriented
• Athletics-oriented
• Fitness-oriented
STRATEGY
We believe this new category can target more accurate and cover more broad instead of classifying by user's workout level.
We chose Objective-Oriented and Social-Oriented user as our core audience to build the new product. We think we could better address our value proposition and fully capitalize our strength of community to these two groups. Beyond, most of the key opinion leaders (KOL) are identified as Social-Oriented user, thriving for community could better motivate rookie users which are more identified as Objective-Oriented user, in order to create a healthy product operation ecosystem.
RESEARCH & DISCOVERY
User Experience Map
In the early stage of research, we invited 3 users (2 female users, 1 KOL, 1 Beginner and 1 male Beginner user) come to share their user journey of our product. This step we intent to identify weak points in the user journey. Places where the organization is letting customers down and processes need to change and add new touch points.
Insights
Our existing courses are too hard to finish for the most of female users and the beginners.
Female users prefer none-equipped in-house course than gym course. Our product didn't offer too much choices.
Bad mobile training experience, video files are too huge to download, the interaction didn't suit for gym courses.
Lacking of interactions and touch points for the course selection, assessment and management.
App UI is confusing, no boarding pages and user guide introductions.
Competitive Analysis
We chose Keep and FitTime (Yellow) as our market competitors. The reason why we chose Keep is because Keep has the largest market occupancy, they are our main competitor in the market. But we chose FitTime (Yellow) is way more complicated, they are using the same name with us to confuse the market. （ See the analysis in detail）
After analyzing, we found our main competitor Keep is focusing on Social-Oriented and Fitness-Oriented user, beyond this, they have vision and ambition about future, connect with Apple Health Kit to record user's activity data. In this case, we are far behind them in data collection. But we think this is just the beginning of the entire fitness industry, our key stakeholders envision the most important and successful thing is the volume of user. In this case, build the Social-Oriented and Objective-Oriented product can well serve the goal.
DESIGN
Design Metric & Task
The interface and interaction of the new design should be intuitive, well-organized and mobile friendly. Training courses should be more focusing on Objective-Oriented users. To achieve this, we need to rebuild the UI system, information architecture, optimizing training experience, increasing course categories.
Design Challenge & Solution
The first challenge I met is to increase the course categories. Our coach team gave me a new course list has over 50 new courses and we have to find a place to finish video shooting and editing them. I was concerned about the deadline but the most important was if we add these 50 new courses to our product, the entire application will be too heavy to be downloaded.
1. Split, Regroup, and Build Information
See how we split and regroup (Google Sheets)
Split: Split existing Long Term Courses into Single Course, Single Set and Single Rep. Covert Set and Rep file to GIF.
Regroup: Regroup Single Set and Single Rep as a New Single Course, than create a New Long Term Course.
Results
After we split the existing courses and regroup them, our course list increased by 5 times.
Build Information: Rebuild course page information architecture. Course page be more informational.
No Course Filter Bar, no course category.
Cover page lack of basic course information (level, objective, equipment), user has to figure out by themself.
No course introduction, coach information, training tips and schedule.
No actions overview. Entry is too deep to reach out.
UI are not intuitive and tidy. Long term course can't show training progress.
Benefit from Course Split, The New Course Page (Store, Detail Pages) brings a couple updating:
Add Filter Bar in the New Course Page. Provide Orientation Training Search based on users' objective.
Add Course Specification on the Cover Page.
New Structure for the Course Detail Page, add Progress Indicator, Action Overview, Coach Info, Action Specification.
2. Improving Mobile Training Experience
2 Ways of Course Training (Home, GYM) Interaction
It is different when people using a mobile App to workout at GYM and Home. The universal video playing mode can well serve the Home Training and No Equipment Training Scenario, because user don't need to change the place or switch the equipment. But when it comes to GYM Training Scenario, people have their self-situation to finish one set, we can't set a standard duration to count the time and the rep, also people need change place, switch equipment, a more powerful video control is necessary.
New Training Interactions, well serving GYM and Home training scenario
GYM Training support backstage operating, put your phone to the pocket and follow the voice guidance
Support BGM playing, choose your favorite music from your own music lists
