User research and user journeys for fitness startup

1. Fitness App - STAYFIT
Name(s): Tushar Sharma, Piyush Dudeja & Pooja Lapasi
Email id(s): tusharmps@gmail.com, piyushdudeja@outlook.com & pooja.lapasi@gmail.com
Submission Date: 22nd
May 2018
Part 1: User Research
Question 1:
Target
Audience
Identify the target audience for StayFit. (Word limit: 50 words)
Response The urban population living in tier 1 & 2 cities between the age group 20-40 with
medium to high disposable income & interested in fitness.
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 Objectives
• Identify the pain points of users in fitness industry.
• Identify the user’s goals for exercising.
• Identify the spending propensity of users.
Hypothesis
• Following are the major pain points:
a. Lack of time
b. No professional guidance at a reasonable price.
• Main goal for people for exercising is to maintain a healthy lifestyle.
• Majority of the people would not be willing to spend more than 2000
INR/Month on their fitness regimen.
Survey Link: https://goo.gl/forms/poUoCUKhoeWVlcY82
Response Sheet:
https://docs.google.com/spreadsheets/d/1kyLV0D1zmsH6l8T9zwo0c7tchR3hdeFB90-
N0LE01K0/edit?usp=sharing
Question 3: 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

2. Insights
from User
Research
user research: users pain points, motivations, personality, goals,
demographics. (Word Limit: 400 Words)
Response
Spending
1. Only 3.7% of the audience is willing to spend more than 4000 INR per month
on their fitness regimen.
2. A huge chunk i.e. 50 % of the audience is willing to spend less than 2000 INR
per month.
Validates the 3rd
Hypothesis
Pain Points
1. Over All Exercise Regimen
• 70.7% of the audience feels that they are unable to follow an exercise
regimen either because of lack of time or they get bored with a single form of
exercise.
• Only 3.8% people feel that they lack motivation to exercise.
2. Gym/Activity Centre Subscription
• 49.1 % of audience feels that they are unable to get a professional guidance
at a reasonable price
• 36.4% of the audience feels that they have to pay a minimum of a month fees
even if they go for 15 days.
Validates the 1st Hypothesis

3. Motivations:
• Majority of the audience (83%) is motivated from Fitness Vlogs/Blogs & their
friends/families.
• 17% of the audience is motivated by celebrities.
Goals:
• Majority of the audience (69.1 %) exercise to maintain a healthy lifestyle.
• 25.5 % of the audience exercise for a better appearance.
Validates the 2nd
Hypothesis
Demographics:
• Age: 20-40 Years
• Location: Tier 1 and 2 Cities
• Occupation: Student, Working Professional, Self-Employed & Home Maker

4. Part 2: Product Artifacts
Question 4: Create a persona for StayFit from the user research data. Use the template given below.
Response:
NAME: Rahul Sinha
AGE: 28
LOCATION: Bangalore
OCCUPATION: Sr. Software Engineer
MARITAL STATUS: Married
INCOME: 15 LPA
MOTIVATIONS
• Fitness Vlogs/Blogs
• Friends & Family
• Celebrities
PERSONALITY
• Extrovert
• Analytical
• Tech Savvy
GOALS
• Maintain a healthy lifestyle
• Improve the overall
appearance of the body.
TECHNOLOGY
• Mobile First
Android
• 4G + Wi-Fi
• Wearables
PAIN POINTS
• Difficult to find time for
exercising
• Bored with a single form of
exercise
• Unable to get a professional
guidance at a reasonable price
BIO
Rahul is a software engineer in a large
IT MNC. He aspires for a healthy
lifestyle but finds it difficult to stick to
an exercise regimen because of several
pain points. He likes reading articles
related to fitness on both laptop &
mobile. He finds it convenient to
transact through his mobile phone.
BRANDS
• Google
• Samsung
• Apple

5. QUOTE: “I want to maintain a healthy lifestyle
through economical & easily accessible
exciting workout routine”
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 Quickly find multiple gym options which are easily accessible & budget
friendly.
Process • Searching on google
• Calling gyms for fees
• Visiting gym
• Asking friends or family for reviews
Experience • No information about the fees or available activities while
searching on internet.
• Online user reviews are not a credible source of information.
• User is unable to find the distance between the gym & his home
and has to use google maps.
Touchpoints • Google
• Gym Website
• Gym Centre/Personnel
• Friends/Family
Pain-points • Less information shared regarding fees & available activities on
internet
• Reliability issues with online user reviews
• Process from searching, shortlisting to visiting a gym is slow.
Ideas • Dedicated platform for listing & reviewing gyms.
• All the important information for a gym i.e. Fees, activities,
contact numbers etc. are listed in the gym profile.
• Option to filter & compare gyms based on distance, fees &
activities.

6. User Journey Map 2
User Goal To buy the membership for a gym
User Expectations • Fair Price
• Easy Payment Options
• Get Receipt
Process • Shortlist gyms based upon distance, budget & activities of
interest.
• Visit gym & select a suitable subscription
• Make payment through e-wallet/cards
Experience • Pricing not fixed, lots of negotiations involved
• Final payable amount differs based on payment methods user
selected.
Touchpoints • Gym Personnel
• Mobile Payment Gateway
• Debit/Credit Card
Pain-points • Payment details are vague and not fixed
• Final payable amount differs based on payment methods user
selected.
• Unable to build a flexible/customized subscription & had to
choose between the pre-defined ones.
Ideas • Flexible payment options. Only pay for the days you actually
went to gym.
• Fixed payable amount regardless of the payment mode.