Changing Fitness Behaviors
AGENDA
• What is RunKeeper?
• What we’ve learned
• Our process
• How we change behavior
• Q&A
THE PROBLEM
80%OF AMERICANS WATCH OVER
3 HOURS OF TV A DAY
1in3ADULTS WORLDWIDE ARE
OVERWEIGHT OR OBESE
1.5BPEOPLE WORLDWIDE
ARE PRE-DIABETIC
AREAS OF HEALTH & FITNESS
Exercise
SleepNutrition
Daily Movement
ACTIVE LIVING FOR EVERY BODY
AREAS OF HEALTH & FITNESS
SleepNutrition
Daily Movement
Exercise
HOW IT WORKS
Track Activity Analyze Progress Share with Friends
30MUSERS WORLDWIDE
300M+ACTIVITIES
500M+MILES TRACKED
WHAT WE’VE LEARNED
MORE THAN JUST A UTILITY
CHANGING BEHAVIOR
IN REAL LIFE
PERSONA TIMELINE
Improver Maintainer Performer
NOT LINEAR
?
PERSONALIZED GUIDANCE AND
MOTIVATION IS KEY
EVERYONE HAS A GOAL
“OLD” MOTIVATION THEORY
Behavior response to variable/fixed schedule of + and - external stimuli
SELF-DETERMINATION THEORY
Self-determination theory (SDT) is a theory of motivation
that aims to explain individuals’ goal...
WHAT IT LOOKS LIKE @ RUNKEEPER
THIS IS HOW WE DO IT
PRIMARY PERSONAS
Ian
The Improver
Michelle
The Maintainer
Paul
The Performer
Wants to lose 10 lbs
and run his first 5k.
Ju...
SECONDARY PERSONAS
Piper
The Pre-Occupier
Andy
The Achiever
Will
The Weighter
Knows she needs to
do more, but doesn’t
know...
IMPOSTER PERSONAS
Quinn
The Quantified Selfer
Lilly
The Lifer
Wants to track and analyze every
aspect of his health.
Doesn...
AUDIO CUES
NOTIFICATIONS
GOALS
• Lose Weight
• Finish a Race
• Cumulative Distance
• Single Distance
TRAINING PLANS
• Workout-level
guidance to achieve
goals
• Education for what to
do on rest days
• Many opportunities
for ...
SOCIAL MOTIVATION
• Just about everyone
is competitive
• Seeing that friends
were active is
powerful motivator
• 1:1
OUR PROCESS
AGILE
Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer c...
POD STRUCTURE
• 1 PM
• 1 UX Designer
• ~1 UI Designer
• 1 QA
• 4-5 Engineers
Everybody is a designer!
USER RESEARCH
• 1 interview per person, per month
• Phone call, Skype, Go for a run
• Surveys
LEAN USABILITY TESTING
• UX Designers conduct their own usability tests
• 3-5 people into office every 2 weeks
• Test conc...
DATA ANALYSIS
• Team of data analysts, scientists, and engineers
• Define and facilitate real time tests on real users
• G...
JUST SHIP IT!
• Maintain a consistent release schedule
• Thoughtful about what we’re testing and why
• The best data is “r...
THANKS!
Keep in touch:
runkeeper.com/user/tom
tom@runkeeper.com
@tomboates
Changing Fitness Behavior
Changing Fitness Behavior
Changing Fitness Behavior
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Changing Fitness Behavior

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A presentation I gave to the Action Design NYC meetup in March of 2014. Discussion circled around what RunKeeper is, what we've learned over the years, how we go about changing fitness behaviors, and what our process looks like to get there.

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Changing Fitness Behavior

  1. 1. Changing Fitness Behaviors
  2. 2. AGENDA • What is RunKeeper? • What we’ve learned • Our process • How we change behavior • Q&A
  3. 3. THE PROBLEM
  4. 4. 80%OF AMERICANS WATCH OVER 3 HOURS OF TV A DAY
  5. 5. 1in3ADULTS WORLDWIDE ARE OVERWEIGHT OR OBESE
  6. 6. 1.5BPEOPLE WORLDWIDE ARE PRE-DIABETIC
  7. 7. AREAS OF HEALTH & FITNESS Exercise SleepNutrition Daily Movement
  8. 8. ACTIVE LIVING FOR EVERY BODY
  9. 9. AREAS OF HEALTH & FITNESS SleepNutrition Daily Movement Exercise
  10. 10. HOW IT WORKS Track Activity Analyze Progress Share with Friends
  11. 11. 30MUSERS WORLDWIDE
  12. 12. 300M+ACTIVITIES
  13. 13. 500M+MILES TRACKED
  14. 14. WHAT WE’VE LEARNED
  15. 15. MORE THAN JUST A UTILITY
  16. 16. CHANGING BEHAVIOR IN REAL LIFE
  17. 17. PERSONA TIMELINE Improver Maintainer Performer
  18. 18. NOT LINEAR ?
  19. 19. PERSONALIZED GUIDANCE AND MOTIVATION IS KEY
  20. 20. EVERYONE HAS A GOAL
  21. 21. “OLD” MOTIVATION THEORY Behavior response to variable/fixed schedule of + and - external stimuli
  22. 22. SELF-DETERMINATION THEORY Self-determination theory (SDT) is a theory of motivation that aims to explain individuals’ goal-directed behavior. ! Conditions supporting the individual’s experience of autonomy, competence, and relatedness are argued to foster the most volitional and high quality forms of motivation and engagement for activities, including enhanced performance, persistence, and creativity.
  23. 23. WHAT IT LOOKS LIKE @ RUNKEEPER
  24. 24. THIS IS HOW WE DO IT
  25. 25. PRIMARY PERSONAS Ian The Improver Michelle The Maintainer Paul The Performer Wants to lose 10 lbs and run his first 5k. Just wants to workout consistently and not lose any ground. Wants to beat his best Half-Marathon time.
  26. 26. SECONDARY PERSONAS Piper The Pre-Occupier Andy The Achiever Will The Weighter Knows she needs to do more, but doesn’t know where to start. Aspires to finishing his first half marathon. Needs to lose weight, running is the path he chose.
  27. 27. IMPOSTER PERSONAS Quinn The Quantified Selfer Lilly The Lifer Wants to track and analyze every aspect of his health. Doesn’t need any motivation or guidance, and will run regularly no matter what.
  28. 28. AUDIO CUES
  29. 29. NOTIFICATIONS
  30. 30. GOALS • Lose Weight • Finish a Race • Cumulative Distance • Single Distance
  31. 31. TRAINING PLANS • Workout-level guidance to achieve goals • Education for what to do on rest days • Many opportunities for re-engagement
  32. 32. SOCIAL MOTIVATION • Just about everyone is competitive • Seeing that friends were active is powerful motivator • 1:1
  33. 33. OUR PROCESS
  34. 34. AGILE Individuals and interactions over processes and tools
 Working software over comprehensive documentation
 Customer collaboration over contract negotiation
 Responding to change over following a plan
  35. 35. POD STRUCTURE • 1 PM • 1 UX Designer • ~1 UI Designer • 1 QA • 4-5 Engineers Everybody is a designer!
  36. 36. USER RESEARCH • 1 interview per person, per month • Phone call, Skype, Go for a run • Surveys
  37. 37. LEAN USABILITY TESTING • UX Designers conduct their own usability tests • 3-5 people into office every 2 weeks • Test conceptual ideas, works in progress, or existing app • Stream to back room for development teams to watch tests live and get real time insight
  38. 38. DATA ANALYSIS • Team of data analysts, scientists, and engineers • Define and facilitate real time tests on real users • Goal and Training Plan suggestions (very soon!) • Route suggestions (soon!)
  39. 39. JUST SHIP IT! • Maintain a consistent release schedule • Thoughtful about what we’re testing and why • The best data is “real” data!
  40. 40. THANKS! Keep in touch: runkeeper.com/user/tom tom@runkeeper.com @tomboates

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