Enhancing FitOn app adoption & engagement
FitOn is a fitness app that gives workouts and other fitness content. Users can do guided workouts, follow their progress, and set up their fitness routines to match their goals. The app aims to boost its earnings by providing a free version with extra premium features.
The purpose of redesigning this app was to increase its adoption and engagement.
Our Redesigning Team: 3 UX/UI designers. 2 App developers. 2 Backend developers
Project Information
01. Duration
4 Weeks
02. Screens
+20
03. My Role
UI/UX designer
04. Tools
Problem Context
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The premium version has a low engagement rate, which leads to users canceling their subscriptions.
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A low adoption rate of the freemium version results in fewer people upgrading to a paid version.
Design Process
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Conducting usability tests to understand the existing pain points and benefits of the app
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Affinity mapping
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Defining Problem statement
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Competitive analysis
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Brainstorming workshops
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Prioritization of the ideas
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Determining information architecture
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Design iterations
Usability Test
We initiated the evaluation process by conducting moderated tests with a diverse group of 6 users, encompassing both existing and new users. Leveraging Meet for these sessions,
participants engaged in real-life scenarios to identify areas of success and potential enhancements within the app.
Existing Pains:
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Users took a long time to get through the onboarding process.
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Filtering and searching was difficult for them.
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Premium options were unclear because there were no icons or signs.
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Users had trouble locating the "Tracking" section to check their progress.
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Setting items were confusing for them.
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Users were unsure about personalized workouts and also wanted the ability to create their own plans.
Benefits:
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Users appreciate the variety of workouts available.
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Having numerous trainers is considered a positive aspect.
Learning:
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The workouts have been found by old users.
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Non-skippable advertising videos proved to be annoying for users.
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The excessive use of colors and unstructured images contributed to the app's unappealing appearance.
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Both new and old users found it challenging to discover the course section.
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While our old users used FitOn several times, they were unfamiliar with many of FitOn's features.
Test Results
The chart below shows the results of the usability test. You can view the full interview results by clicking Here.
Affinity Mapping
After conducting usability tests, we identified the pain points users faced while using the app. We documented all the issues and then grouped them based on similar topics. This process helped us organize and understand the common themes and challenges users encountered.
Problem Statement
As a user who is a fitness enthusiast, I face challenges with the app as it's difficult to find what I need for my fitness journey. The layout is confusing, and the navigation is frustrating. I aim to maximize my fitness experience, but the app's user interface lacks user-friendly features. Additionally, the absence of the ability to easily track progress and create routines adds to frustration, hindering my overall journey.
Our Solutions
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Improve the app's onboarding to enhance personalization of the "For You" section.
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Design a professional tracking section so users can monitor their progress.
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Shorten the "For You" section so users can just see their favorite workouts and routines.
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Design a "My Plan" section for users to create their own routines based on their desired workouts, challenges, courses, and meals.
Competitive Analysis
Analysis Objectives:
Objective 1: Identify Solutions for Common Problems
Focus on understanding and discovering solutions for problems that are similar to optimize our approach.
Objective 2: Evaluate Competitors' Strengths and Weaknesses
Assess the strengths and weaknesses of our competitors to uncover potential opportunities for improvement in our own product.
You can view the full competitive analysis results by clicking Here.
Brainstorming Idea
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All participants wrote their ideas on Sticky notes.
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After a certain period of time, one person begins to stick her own ideas on a FigJam board andexplain them. If there is already a similar Sticky note, another one is pinned next to it.
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During the explanations of the other team members, new ideas are generated (ideation) and written on new Sticky notes.
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The result is a clustered collection of ideas, which can be later evaluated.
Prioritization of the Ideas
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Developer/designer members assessed each task's/idea's effort independently. They ranked them using numbers from 1 to 5.
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Facilitated a group discussion to put each task on the impact and effort matrix.
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Analyzed the tasks in each quadrant. Identified those in the "High Impact, Low Effort" quadrant as quick wins.
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Based on the analysis, developed an action plan.
Information Architecture
We utilized Information Architecture (IA) as a visual blueprint, illustrating the product's infrastructure, features, and hierarchy. By addressing the issues identified in the "For You" tab, and workouts tab, we employed an IA chart to guide our improvements.
Design System
We refined the design to address identified usability issues and enhance the overall user experience of the mobile app. To achieve consistency, we established a mini design system based on the branding of the company, the design system of the FitOn application was designed in this way
Wireframes
In the following, you can see some of the low fidelity prototype pages of the application.
Design Iteration
My Reflections
My Insight:
Working on this project was an absolute pleasure with a dedicated team that shared a genuine commitment to the project's success and meeting deadlines. The positive collaboration not only made the process enjoyable but also allowed for the exploration and implementation of innovative features to elevate the overall user experience.
My Challenges:
Recruiting old users for usability tests was difficult due to the need to locate and convince individuals familiar with previous app versions. Overcoming these hurdles required effective communication and persistence. Additionally,Working within a group of product designers posed coordination and decision-making challenges.
Takes away
Conclusion:
In conclusion, our comprehensive approach to enhancing FitOn app, from identifying user issues to refining designs, aims to create a more user-friendly experience for improved adoption and engagement. The iterative process ensures practical improvements, positioning FitOn for success in the competitive fitness app market.
What I learned:
Through this project, I discovered the critical importance of user feedback in revealing that what may seem straightforward to me can be perceived as complex by users. This highlighted the necessity of consistently putting myself in users' shoes, emphasizing the need for ongoing communication to better understand and address their unique perspectives and preferences.