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Enhancing FitOn App Adoption and 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.

Our Team:

  • 3x UX/UI Designers

  • 2x Backend Developers

  • 2x Mobile Developers

Problem context:

  • The low adoption rate in the freemium version results in fewer users upgrading to the paid version.

  • Facing low user engagement despite a growing number of installations.

Process:

  1. Conducting usability tests to understand the existing pain points and benefits of the app

  2. Affinity mapping

  3. Defining problem statement

  4. Competitive analysis

  5. Brainstorming workshops

  6. Prioritisation of the ideas

  7. Determining information architecture

  8. Design refinement

Design Process:

1. Conducting Usability Tests

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.

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Existing Pains:

  • New users express confusion during the onboarding process, finding it challenging to set up their profiles and preferences.

  • The lack of personalized recommendations results in users feeling overwhelmed by the vast array of fitness content available.

  • Users are unable to easily navigate to specific types of workouts or find suitable fitness plans tailored to their individual goals.

Learning:

  • Previous users successfully located the workouts.

  • Non-skippable advertising videos proved to be annoying for users.

  • The excessive use of colors and unstructured images contributed to the app's unappealing appearance.

  • Both new and old users found it challenging to discover the course section.

Benefits:

  • Users appreciate the variety of workouts available.

  • Having numerous trainers is considered a positive aspect.

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The chart below shows the results of the usability test. You can view the full interview results by clicking Here.

2. 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.

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3. Defining Problem Statement

As a user who is a fitness enthusiast, facing challenges with the app as it's difficult to find what I need for my fitness journey. The layout is confusing, and 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 the frustration, hindering my overall journey.

4. 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.

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You can view the full competitive analysis results by clicking Here.

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5. Brainstorming Ideas

  • All participants wrote their ideas on Sticky notes.

  • After a certain period of time, one person begins to stick her own ideas on a FigJam board and explain them. If there is already a similar Sticky note, another one is pinned next to it.

  • During the explanations of the other team members, new ideas are generated (ideation) and written on new Sticky notes.

  • The result is a clustered collection of ideas, which can be later evaluated.

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6. Prioritization Of The Ideas

  • Developer/designer members assessed each task's/idea's effort independently. They ranked them using numbers from 1 to 5.

  • Facilitated a group discussion to put each task on the impact and effort matrix.

  • Analyzed the tasks in each quadrant. Identified those in the "High Impact, Low Effort" quadrant as quick wins.

  • Based on the analysis, developed an action plan.

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7. 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.

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8. Design Refinement

We refined the design to address identified usability issues and enhance the overall user experience of the mobile app. This involved incorporating wireframing, establishing a mini design system for consistency, and ultimately creating the final screens.

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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.

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