Fitness application case study

1. FITNESS​ ​APP
Name(s):​ ​​PREETHI​ ​ML​ ​,​ ​SHAM​ ​NARAGUND​ ​,​ ​DATTATREY​ ​KULKARNI
Email​ ​id(s):​ ​​ ​preethi.ml88@gmail.com​ ​,​ ​shaamn1984@gmail.com​ ​,​ ​idattatrey@gmail.com
Submission​ ​Date:​ ​24-09-2017
Part​ ​1:​ ​User​ ​Research
Question​ ​1:
Target
Audience
Identify​ ​the​ ​target​ ​audience​ ​for​ ​StayFit.​ ​(Word​ ​limit:​ ​50​ ​words)
Response
Target​ ​Audience:
Indian​ ​working​ ​professionals​ ​in​ ​urban​ ​sectors​ ​between​ ​the​ ​age​ ​group​ ​of
22-55
Objective:
To​ ​understand​ ​the​ ​user​ ​needs​ ​and​ ​demands​ ​from​ ​a​ ​fitness​ ​app​ ​service.
Hypothesis:
● Mostly​ ​working​ ​professionals​ ​in​ ​urban​ ​sectors​ ​are​ ​interested​ ​in
dedicating​ ​time​ ​for​ ​fitness.
● People​ ​prefer​ ​flexibility​ ​of​ ​working​ ​out​ ​in​ ​any​ ​of​ ​the​ ​fitness​ ​centre
nearby​ ​to​ ​their​ ​current​ ​location​ ​at​ ​a​ ​given​ ​time.
● People​ ​prefer​ ​fitness​ ​app​ ​as​ ​they​ ​can​ ​workout​ ​at​ ​their​ ​own
convenient​ ​time.
● People​ ​prefer​ ​fitness​ ​app​ ​if​ ​they​ ​can​ ​get​ ​passes/subscriptions​ ​for
various​ ​forms​ ​of​ ​workout​ ​at​ ​a​ ​feasible​ ​price.
Question​ ​2:
Survey​ ​Link
Prepare​ ​a​ ​questionnaire​ ​suiting​ ​your​ ​objectives​ ​using​ ​Google​ ​Forms.​ ​Check​ ​the
box​ ​which​ ​allows​ ​only​ ​one​ ​entry​ ​per​ ​user.​ ​Submit​ ​the​ ​link​ ​to​ ​the​ ​survey.
Response https://docs.google.com/forms/d/e/1FAIpQLSeYP3MxxlmbsWhjBKV9_LcEHbPa
QcN82lBwqNAgs9j5O5vplw/viewform?usp=sf_link

2. Question​ ​3:
Insights​ ​from
User
Research
Analyse​ ​the​ ​data​ ​you​ ​gathered​ ​from​ ​surveys​ ​and​ ​interviews.​ ​Draw​ ​insights​ ​out
of​ ​the​ ​collected​ ​data.​ ​You​ ​can​ ​segregate​ ​your​ ​insights​ ​basis​ ​the​ ​objectives​ ​of
conducting​ ​user​ ​research:​ ​users​ ​pain​ ​points,​ ​motivations,​ ​personality,​ ​goals,
demographics.​​ ​​​ ​(Word​ ​Limit:​ ​400​ ​Words).
Response
User​ ​Pain​ ​Points:
● Q6​ ​infers​ ​73.7%​ ​(28​ ​resp)​ ​of​ ​respondents​ ​are​ ​not​ ​regular​ ​or
regular​ ​through​ ​fitness​ ​app​ ​as​ ​depicted​ ​below.
● Q7​ ​along​ ​with​ ​Q6​ ​can​ ​be​ ​inferred​ ​that,​ ​20​ ​amongst​ ​28
respondents​ ​who​ ​are​ ​not​ ​regular​ ​in​ ​gym​ ​or​ ​regular​ ​through​ ​app
because​ ​all​ ​form​ ​of​ ​workouts​ ​are​ ​not​ ​available​ ​in​ ​gym​ ​as​ ​depicted
below.

3. ● Q9​ ​response​ ​reveals​ ​that​ ​84.2%(32​ ​responses)​ ​=​ ​47.4%(18
responses)​ ​feels​ ​unpredictable​ ​work​ ​timings​ ​+​ ​​ ​36.8%​ ​(14
responses)​ ​feel​ ​personal/family​ ​schedule​ ​is​ ​major​ ​problem
maintaining​ ​fitness​ ​schedule​ ​as​ ​depicted​ ​below.
● 47.4%​ ​people​ ​are​ ​not​ ​able​ ​to​ ​join​ ​a​ ​gym​ ​as​ ​they​ ​feel​ ​they​ ​don’t
have​ ​enough​ ​time​ ​for​ ​workout​ ​(unpredictable​ ​work​ ​timings).
● Professionals​ ​who​ ​often​ ​travel​ ​are​ ​not​ ​able​ ​to​ ​find​ ​a​ ​suitable
fitness​ ​center​ ​in​ ​new​ ​city.
● Busy​ ​professionals​ ​are​ ​unable​ ​to​ ​find​ ​reliable​ ​fitness​ ​centres
based​ ​on​ ​their​ ​preferred​ ​locations.
Motivations:
● Q9​ ​along​ ​with​ ​Q11​ ​responses​ ​reveal​ ​that​ ​following​ ​are​ ​major
features​ ​which​ ​would​ ​motivate​ ​to​ ​use​ ​fitness​ ​app​ ​(Taking
responses​ ​of​ ​degree​ ​4​ ​&​ ​5).
❖ Monitor​ ​&​ ​track​ ​fitness​ ​(18​ ​responses-​ ​48%)
❖ 24/7​ ​flexible​ ​timings​ ​(17​ ​responses​ ​-​ ​45%)
❖ Affordable​ ​membership​ ​for​ ​gym​ ​(17​ ​responses​ ​-​ ​45%)
❖ Plan​ ​&​ ​track​ ​nutrition​ ​(17​ ​responses​ ​-​ ​45%)
​ ​​Personality:
● Most​ ​of​ ​the​ ​People​ ​prefer​ ​to​ ​be​ ​healthy​ ​and​ ​stay​ ​fit.
● Most​ ​of​ ​the​ ​working​ ​professionals​ ​are​ ​observed​ ​to​ ​be​ ​interested
in​ ​fitness​ ​activities.
Goals:

4. ● Users​ ​prefer​ ​to​ ​monitor​ ​and​ ​track​ ​their​ ​fitness,​ ​have​ ​24/7​ ​flexible
timings​ ​and​ ​affordable​ ​membership​ ​​ ​for​ ​fitness​ ​studio​ ​along​ ​with
planning​ ​and​ ​tracking​ ​their​ ​nutrition.
❖ Monitor​ ​&​ ​track​ ​fitness​ ​(18​ ​responses-​ ​48%)
❖ 24/7​ ​flexible​ ​timings​ ​(17​ ​responses​ ​-​ ​45%)
❖ Affordable​ ​membership​ ​for​ ​gym​ ​(17​ ​responses​ ​-​ ​45%)
❖ Plan​ ​&​ ​track​ ​nutrition​ ​(17​ ​responses​ ​-​ ​45%)
Demographics:
● Age:​ ​22-55​ ​Yrs​ ​aged​ ​people​ ​are​ ​interested​ ​in​ ​maintaining​ ​fitness.
● Location:​ ​Urban​ ​Cities
● Occupation:​ ​Self-Employed,​ ​Working​ ​Professionals
● Income​ ​Levels:​ ​Rs.​ ​6-15​ ​Lacs
● 44.7%​ ​users​ ​were​ ​willing​ ​to​ ​spend​ ​less​ ​than​ ​10K​ ​for​ ​Gym​ ​/​ ​Fitness
Center.
● Android​ ​based​ ​device​ ​is​ ​most​ ​widely​ ​used​ ​OS​ ​with​ ​81.6%​ ​(31/38)
respondents.

5. Part​ ​2:​ ​Product​ ​Artifacts
Question​ ​4:​ ​Create​ ​a​ ​persona​ ​for​ ​StayFit​ ​from​ ​the​ ​user​ ​research​ ​data.​ ​​ ​Use​ ​the​ ​template​ ​given​ ​below.
Response:
NAME:​​ ​​ ​ADIV
AGE:​ ​​33
LOCATION:
Bangalore
OCCUPATION:
Staff​ ​Engineer
MARITAL​ ​STATUS:
Married
INCOME:​ ​​15​ ​Lac/
Annum
MOTIVATIONS
Rank​ ​1:​ ​Family
Rank​ ​2:​ ​Influencers​ ​and​ ​Blogs
Rank​ ​3:​ ​Co-Workers
Rank​ ​4:​ ​Websites​ ​and​ ​Social
Networks
PERSONALITY
● Introvert
● Highly​ ​Analytical
● Choosy​ ​in​ ​terms​ ​of​ ​price
and​ ​facilities​ ​of​ ​the
service​ ​offered
● Open​ ​to​ ​Change
● Willing​ ​to​ ​learn

6. GOALS
● To​ ​be​ ​able​ ​to​ ​discover
nearby​ ​gyms​ ​&​ ​details.
● To​ ​be​ ​able​ ​to​ ​filter​ ​gym
based​ ​on​ ​his​ ​budget​ ​and
ratings.
● Flexible​ ​duration​ ​of
subscription
● Multiple​ ​online​ ​payment
options​ ​for​ ​membership
subscription
● Discounted​ ​options​ ​to
avail​ ​fitness​ ​services
● Flexible​ ​timings​ ​and
duration​ ​of​ ​workout​ ​in
different​ ​fitness​ ​centers
● Ability​ ​to​ ​track​ ​number​ ​of
classes​ ​availed.
● Compatibility​ ​with​ ​other
fitness​ ​devices
TECHNOLOGY
● Android​ ​Smart​ ​phone
● FITBIT​ ​fitness​ ​wearable
PAIN​ ​POINTS
● Physically​ ​going​ ​out​ ​and
visiting​ ​each​ ​and​ ​every
Gym​ ​around​ ​is​ ​not​ ​feasible
due​ ​to​ ​busy​ ​schedule
● Cannot​ ​rely​ ​only​ ​on​ ​few
known​ ​people​ ​reviews​ ​of
the​ ​Gym
● No​ ​single​ ​repository​ ​of​ ​all
the​ ​gyms​ ​and​ ​its​ ​facilities.
● No​ ​easier​ ​way​ ​to​ ​filter​ ​the
gyms​ ​that​ ​falls​ ​under​ ​the
budget.

7. ● No​ ​Easy​ ​online​ ​payment
option​ ​for​ ​Gym
membership​ ​subscription.
● No​ ​unified​ ​membership​ ​for
all​ ​branches​ ​of​ ​fitness
studios.
● Unable​ ​to​ ​find​ ​various
fitness​ ​activities​ ​at​ ​one
place.
BIO
Adiv​ ​is​ ​a​ ​Tech​ ​Savvy,​ ​staff
engineer​ ​in​ ​a​ ​large​ ​IT​ ​firm​ ​who
enjoys​ ​the​ ​convenience​ ​of​ ​finding
necessary​ ​information​ ​in​ ​the​ ​tip​ ​of
his​ ​fingers.
He​ ​enjoys​ ​to​ ​workout​ ​and​ ​also
uses​ ​it​ ​as​ ​a​ ​lifestyle​ ​choice​ ​to
manage​ ​stress​ ​due​ ​to​ ​his​ ​busy
schedule​ ​but​ ​unable​ ​to​ ​find
suitable​ ​options​ ​to​ ​engage​ ​in
fitness​ ​activities​ ​.
BRANDS
● Google
● Amazon
● One​ ​Plus
● Fitbit
● Jawbone
QUOTE:​ ​“” “I​ ​would​ ​like​ ​a​ ​convenient​ ​way​ ​to
find​ ​&​ ​subscribe​ ​to​ ​a​ ​gym”

8. Questions​ ​5:​ ​Create​ ​a​ ​user​ ​journey​ ​map​ ​for​ ​the​ ​given​ ​user​ ​goals:
​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​(a)​ ​To​ ​find​ ​credible​ ​gyms​ ​near​ ​me​ ​which​ ​are​ ​within​ ​my​ ​budget
​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​(b)​ ​To​ ​buy​ ​the​ ​membership​ ​for​ ​a​ ​gym
Use​ ​the​ ​templates​ ​given​ ​below.
Response:
User​ ​Journey​ ​Map​ ​1
User​ ​Goal To​ ​find​ ​credible​ ​gyms​ ​near​ ​me​ ​which​ ​are​ ​within​ ​my​ ​budget
User​ ​Expectations ● Find​ ​all​ ​of​ ​the​ ​near​ ​by​ ​gym​ ​details​ ​easily
● To​ ​be​ ​able​ ​to​ ​view​ ​the​ ​ratings​ ​of​ ​each​ ​gym
● To​ ​be​ ​able​ ​to​ ​filter​ ​the​ ​gym​ ​within​ ​my​ ​budget
Process ● Search​ ​Google​ ​Website
● Friends​ ​and​ ​relatives
● Advertisements
● Physically​ ​visit​ ​to​ ​nearby​ ​gyms
● Just​ ​dial​ ​call
Experience ● ​ ​No​ ​single​ ​repository​ ​of​ ​all​ ​the​ ​gyms​ ​and​ ​its​ ​facilities
● No​ ​easier​ ​way​ ​to​ ​filter​ ​the​ ​gyms​ ​that​ ​falls​ ​under​ ​the
budget
● Prices​ ​are​ ​not​ ​clearly​ ​mentioned​ ​on​ ​web​ ​search​ ​pages

9. Touchpoints ● Websites
● Friends​ ​and​ ​relatives
● Advertisements
● Just​ ​Dial​ ​call
Pain-points ● Time​ ​Consuming​ ​process
● Too​ ​many​ ​options​ ​to​ ​finalise
● No​ ​offers​ ​and​ ​discounts​ ​on​ ​preferred​ ​gyms.
● Cannot​ ​filter​ ​based​ ​on​ ​price​ ​range,​ ​membership​ ​duration,
ratings​ ​and​ ​reviews,​ ​unified​ ​pass.
Ideas ● Have​ ​a​ ​Central​ ​repository​ ​with​ ​all​ ​the​ ​gym​ ​details
(images,​ ​various​ ​workouts,​ ​reviews​​ ​,​ ​ratin​,​ ​trainer)
● Can​ ​locate​ ​nearby​ ​gyms
● Users​ ​should​ ​get​ ​subscriptions​ ​of​ ​nearby​ ​gyms​ ​with
added​ ​discounts​ ​and​ ​offers
● User​ ​can​ ​filter​ ​based​ ​on​ ​price​ ​range,​ ​membership
duration,​ ​ratings​ ​and​ ​reviews,​ ​unified​ ​pass
● Customer​ ​service​ ​for​ ​improving​ ​user​ ​experience.

10. User​ ​Journey​ ​Map​ ​2
User​ ​Goal To​ ​buy​ ​the​ ​membership​ ​for​ ​a​ ​gym
User​ ​Expectations ● ​ ​Find​ ​various​ ​gyms​ ​within​ ​the​ ​budget
● View​ ​each​ ​gyms​ ​membership​ ​details(price​ ​and​ ​duration)
● Able​ ​to​ ​buy​ ​membership​ ​with​ ​various​ ​payment​ ​options
Process ● ​ ​Go​ ​physically​ ​and​ ​enquire​ ​gyms​ ​membership​ ​details
● Search​ ​within​ ​a​ ​respective​ ​fitness​ ​portals
● Utilize​ ​trial​ ​pass​ ​and​ ​then​ ​subscribe.
Experience ● ​ ​Time​ ​Consuming​ ​and​ ​tedious
● Convenient​ ​​ ​payment​ ​options​ ​are​ ​not​ ​available
Touchpoints ● Gym​ ​manager
● Payment​ ​mechanism
Pain-points ● Varying​ ​membership​ ​price.
● Physically​ ​must​ ​go​ ​to​ ​the​ ​gym​ ​centre
● Credit​ ​card​ ​machines​ ​do​ ​not​ ​work
● Unable​ ​to​ ​understand​ ​membership​ ​terms
Ideas ● Online​ ​visibility​ ​of​ ​membership​ ​price
● Online​ ​one​ ​tap​ ​payment​ ​with​ ​many​ ​payment​ ​methods
including​ ​digital​ ​wallet
● Soft​ ​copy​ ​for​ ​the​ ​payment​ ​as​ ​an​ ​acknowledgement.

11. ● Pay​ ​as​ ​you​ ​use​ ​option
● Customer​ ​Support
● Clearly​ ​understandable​ ​terms​ ​and​ ​conditions
● Tracking​ ​membership​ ​status​ ​and​ ​payments​ ​on​ ​mobile
app
IDEA​ ​of​ ​Our​ ​Hypothetical​ ​Fitness​ ​App:
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