The Challenge
A multi-channel campaign consisting of digital media and print ads, outdoor and other out-of-home media, targeted collateral, media outreach, social media posts, videos, and targeted direct mail.The Solution
We used a robust fact-gathering approach, with interviews, focus groups with all audiences, and surveys, to ensure that we remained on track with our messages and media. We learned with certainty, the pain points, hot buttons, and motivators of our target audiences in order to create the kinds of authentic and truthful messages that resonate with each of them.
Move: Fitness AppHow might we motivate people to get up and move?
The Challenge
Research several fitness lifestyles and create prototypes for a new fitness app called Move. The target group is people who want to exercise more, but who – for various reasons – don't get around to it. How might we create an app that will motivate people to get up and move?The Solution
Using the five step design process:
🔎Research
🙋Define
💡Ideate
📱Prototype
✅Test
Research
Going into the user research stage, my hypothesis was that people don't workout because they don't feel like it. I spoke to four individuals about their day-to-day challenges. I sought out people who are struggling to stay active.I learned a lot! This is an affinity diagram to capture what I learned.
Cost & Affordability
- Why pay for a gym when you can workout for free?
- I like group fitness workouts but they are expensive
- I would like to workout more but I don't like overpaying
- I need guidance on how to workout and stay motivated
- I love being pushed from working out with other people
- Having a gym at home would make my schedule easier
- I love making a workout fun like following dance videos
- It’s difficult finding a gym I feel like I belong to
- It's motivating that there are no limits on how to workout
- I need workouts planned ahead of time
- I want to be able live a long life
- I like planning my own workout
- I like working out but getting to the gym is the hard part
- I am too tired after work to workout
I discovered that getting started isn't the only hard part, it's also about financial costs, time management, and knowing how to stay motivated.
Brainstorming
I created How Might We (HMW) questions and some of them included:- HMW get people feeling excited about working out?
- HMW keep people motivated to stay active?
- HMW make the fitness app feel useful for people with busy schedules?
- HMW make this fitness app affordable?
- HMW inspire people to care about their health / fitness?
Through ideation & analysis, I narrowed my question to: How might we create an affordable fitness app that is manageable & motivational? For the following month, I used this question to guide my prototype.
Then, I drew out the general flow of the app and how it would fit into everyday life.
📥 Step 1.
Download the App
Goals:Download the App
Easy
Fast
Affordable
Thoughts & emotions:
I don't want to create an account
I don't want to pay for a subscription
Improving Ideas
Auto link social media and google to create an account
Allow the first three months free
👤 Step 2.
Set up profile
Goals:Set up profile
To know who the user is
For the user to feel familiar with the app experience
Thoughts & emotions:
I don't want to pay for a subscription, yet
I don't know what my fitness goals are
This is taking forever to fill out
Improving Ideas
First 3 months are free
Questions start off broad and get more targeted
Ask a max of 5 questions
Answers are multiple choice
Option to connect app to smart watches
▶️ Step 3.
Select a workout
Goals:Select a workout
Easy to navigate and make decisions
Find a video I'm interested in
Unambiguous
Thoughts & emotions:
There are so many workouts, which one should I choose?
I don't have time to workout now
I don't have any equipment at home
Improving Ideas
Categorize workouts by environment – gym, home, outdoors
Schedule a workout routine
Filter workouts by length of time
💦 Step 4.
Start workout
Goals:Start workout
Get a good workout in
Feel acomplished
Right fitness level
Stick through the workout
Understand how to execute moves
Thoughts & emotions:
This is too hard or too easy
Am I doing this right?
How much longer till I'm done?
I can't keep up with this workout
Improving Ideas
Option to increase or decrease intensity of a workout
There is a 5 second countdown before switching moves
Separate links and video clips to learn individual moves
You can like and save your favorite workouts
You can create a workout playlist
✅ Step 5.
Complete & Exit Workout
Goals:Complete & Exit Workout
Motivate users to come back and workout
See results of workout
Start a new video
Thoughts & emotions:
Did I workout enough?
Can I save this workout?
How do I add this workout to a schedule? I'm so proud of myself!
What can I expect and how do I recover?
Improving Ideas
Explain how the workout benefits ones health and fitness
Show animation for completing workout
Log video in history
Share Video to 'Move' community / friends
Show recommended workouts
Purchase personal coach as upgrade
Purchase meal plan as an upgrade
Prototyping: Move
Once I had the basic app mechanics outlined, I started to prototype the app. I did the following:🤔 Hypothesis
💻 Prototype
🙋♀️ Test with friends
🔍 Debrief
🔁 Iterate
Move: Fitness AppHow might we motivate people to get up and move?
The Challenge
A multi-channel campaign consisting of digital media and print ads, outdoor and other out-of-home media, targeted collateral, media outreach, social media posts, videos, and targeted direct mail.The Solution
We used a robust fact-gathering approach, with interviews, focus groups with all audiences, and surveys, to ensure that we remained on track with our messages and media. We learned with certainty, the pain points, hot buttons, and motivators of our target audiences in order to create the kinds of authentic and truthful messages that resonate with each of them.
The Challenge
Research several fitness lifestyles and create prototypes for a new fitness app called Move. The target group is people who want to exercise more, but who – for various reasons – don't get around to it. How might we create an app that will motivate people to get up and move?The Solution
Using the five step design process:
🔎Research
🙋Define
💡Ideate
📱Prototype
✅Test
Research
Going into the user research stage, my hypothesis was that people don't workout because they don't feel like it. I spoke to four individuals about their day-to-day challenges. I sought out people who are struggling to stay active.I learned a lot! This is an affinity diagram to capture what I learned.
Cost & Affordability
- Why pay for a gym when you can workout for free?
- I like group fitness workouts but they are expensive
- I would like to workout more but I don't like overpaying
- I need guidance on how to workout and stay motivated
- I love being pushed from working out with other people
- Having a gym at home would make my schedule easier
- I love making a workout fun like following dance videos
- It’s difficult finding a gym I feel like I belong to
- It's motivating that there are no limits on how to workout
- I need workouts planned ahead of time
- I want to be able live a long life
- I like planning my own workout
- I like working out but getting to the gym is the hard part
- I am too tired after work to workout
I discovered that getting started isn't the only hard part, it's also about financial costs, time management, and knowing how to stay motivated.
Brainstorming
I created How Might We (HMW) questions and some of them included:- HMW get people feeling excited about working out?
- HMW keep people motivated to stay active?
- HMW make the fitness app feel useful for people with busy schedules?
- HMW make this fitness app affordable?
- HMW inspire people to care about their health / fitness?
Through ideation & analysis, I narrowed my question to: How might we create an affordable fitness app that is manageable & motivational? For the following month, I used this question to guide my prototype.
Then, I drew out the general flow of the app and how it would fit into everyday life.
📥 Step 1.
Download the App
Goals:Download the App
Easy
Fast
Affordable
Thoughts & emotions:
I don't want to create an account
I don't want to pay for a subscription
Improving Ideas
Auto link social media and google to create an account
Allow the first three months free
👤 Step 2.
Set up profile
Goals:Set up profile
To know who the user is
For the user to feel familiar with the app experience
Thoughts & emotions:
I don't want to pay for a subscription, yet
I don't know what my fitness goals are
This is taking forever to fill out
Improving Ideas
First 3 months are free
Questions start off broad and get more targeted
Ask a max of 5 questions
Answers are multiple choice
Option to connect app to smart watches
▶️ Step 3.
Select a workout
Goals:Select a workout
Easy to navigate and make decisions
Find a video I'm interested in
Unambiguous
Thoughts & emotions:
There are so many workouts, which one should I choose?
I don't have time to workout now
I don't have any equipment at home
Improving Ideas
Categorize workouts by environment – gym, home, outdoors
Schedule a workout routine
Filter workouts by length of time
💦 Step 4.
Start workout
Goals:Start workout
Get a good workout in
Feel acomplished
Right fitness level
Stick through the workout
Understand how to execute moves
Thoughts & emotions:
This is too hard or too easy
Am I doing this right?
How much longer till I'm done?
I can't keep up with this workout
Improving Ideas
Option to increase or decrease intensity of a workout
There is a 5 second countdown before switching moves
Separate links and video clips to learn individual moves
You can like and save your favorite workouts
You can create a workout playlist
✅ Step 5.
Complete & Exit Workout
Goals:Complete & Exit Workout
Motivate users to come back and workout
See results of workout
Start a new video
Thoughts & emotions:
Did I workout enough?
Can I save this workout?
How do I add this workout to a schedule? I'm so proud of myself!
What can I expect and how do I recover?
Improving Ideas
Explain how the workout benefits ones health and fitness
Show animation for completing workout
Log video in history
Share Video to 'Move' community / friends
Show recommended workouts
Purchase personal coach as upgrade
Purchase meal plan as an upgrade
Prototyping: Move
Once I had the basic app mechanics outlined, I started to prototype the app. I did the following:🤔 Hypothesis
💻 Prototype
🙋♀️ Test with friends
🔍 Debrief
🔁 Iterate