On Track Fitness
Overview
On Track Fitness is committed to providing users with a comprehensive and personalized experience that promotes health and wellness. With a focus on encouraging and supporting users in achieving their fitness goals, the firm recognizes that an integrated messaging experience is vital. On average user engagement is heavy for the first three weeks then it drops off and soon after users delete the app. the firm recognizes that an integrated messaging experience is vital.
Our aim is to develop a platform that fosters a sense of community, where users can connect, share their progress, provide motivation and support, and ultimately achieve their goals together.
Introduction
To ensure that our product meets the needs and expectations of our users, is I am applying UX methodologies and gathering feedback from passionate health and fitness enthusiasts. With a primary focus on integrated messaging experience throughout the group platform that would drive engagement and repeat usage.
Problem Statement
The absence of a messaging feature in health and fitness apps results in a lack of social support and motivation, which can lead to reduced user engagement and retention, making it imperative to create such a feature.
Secondary Research
The secondary research was based on a hypothesis of “If members of the family or group can message individuals or the entire group at any point throughout the experience, engagement and repeat usage metrics will increase.”
Key Learnings
Gamification
Back in 2013 Autodesk tested a theory with a 30-day gamified trial for Autodesk 3ds Max, 3D animation software used in games, film and similar industries.
54% increase in trial usage
29% increase in channel revenue per trial start
A study specifically about fitness was done in 2020 for 100 days and was created for research purposes. The study encouraged users to take 10,000 steps per day for 100 days. Within the app, users could log their steps into a calendar that tracked their progress over time.
Game-based motivation increases user-engagement by 48%
Personalization
In McKinsey s survey, the company asked survey respondents how a series of personalization actions influenced their decision to buy from businesses. According to McKinsey
Wanted personalized messaging 66%
Celebrate my milestones 61%
Send me timely communications tied to key moments 59%
Salesforce research shows that 66% percent of consumers expect companies to understand their unique needs and expectations, and 52 per cent expect offers to always be personalized.
How Might We?
How might we tailor the user experience in the first three weeks to encourage engagement?
Focus on the group dashboard four key areas (challenge, message, leaderboard and personal stats)
Establish personalized questions that look the same as messaging throughout the group experience
Create badges for completing certain activities(Coaching Badge for messaging the most)
Encourage messaging after completing tasks, reviewing the leaderboard and earned badges
Review Here
Low-Fi
I wanted to capture personalized information to tailor the experience and also use earned badges as a way to further engagement. The personal stats page would have a star for a new badge. One specifically for messaging the most during a challenge such as run 20 miles in two weeks.
Further I wanted to give the option to send to one or two people in the group or the entire group. Finally, I wanted to give the option for the system to provide a generated message to simplify the process and encourage participation.
User Testing Round One
Similar Experiences
All participants stated no direct messaging feature was available on the personal stats screen
All participants answered the personalizing questions without stopping the stated task
All stated the star on the leaderboard was the first or second thing their eyes noticed
Key Takeaways
When asked about personalization the user suggested it possible on the first question to stay why the application was asking the question
The message tab on the leaderboard seemed out of place and not apart of the flow
User Testing Round Two
Review Here
Conclusion
Adding messaging to a fitness app through gamification and personalization can enhance the user experience. Gamification can incentivize users to engage more frequently and for longer periods. Personalization can create a more tailored experience for each user. By focusing on the first group challenge, this integration has the potential to improve user retention and satisfaction during the first three weeks of a new user experience.