Product Artifacts case study

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Fitness App
Name(s): Pushpender Singh
Email id(s): pushpendersingh93@gmail.com
Submission Date: 24th
March 2019
Part 1: User Research
Question
1:
Target
Audience
Identify the target audience for StayFit. (Word limit: 50 words)
Response
Target Audience :
StayFit potential customer are working professionals in Urban sectors between age
group of 21 – 55 Years
Objective:
To understand/evaluate customer needs and demands for a fitness App platform.
Hypothesis:
 Urban working professionals are interested in dedicating time for
fitness/overall Health
 Target group prefer to choose any fitness centre nearby to current location for
faster accessibility
 Users prefer to use fitness App if they provide Fitness Tracking features, Helps
to achieve fitness goals, Convenience of workout and passes features for
various workouts
 Busy professionals face difficulty in finding Reliable Fitness centre in location
of preferred place
 People who travel frequently for work find it difficult to maintain their fitness
routine.
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
Survey Link:
https://docs.google.com/forms/d/e/1FAIpQLSfxYTl5w29q8kQs9WklLJVcm1B9sDEW6D
cHcFaBt5RIdcOoYw/viewform
Response Link:
https://docs.google.com/forms/d/1aAMxu7QF1VUG-
Sew68q4o4SgPiRfIHxOOSmBm9KyuPg/edit#responses

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
Survey Key Findings
User Pain Points:
Target customer in the age group 21-55 Years has different challenges to maintain
their Fitness as per below graph:
Survey Reveals that 82.6% (38 Responses) = 52.2% (24 Responses) feels Unpredictable
work timings + 30.4% (14 Responses) feels personal/family schedule are their main
challenges to maintain fitness.
52.2% of surveyed people feel that they can’t contribute dedicated time to their
fitness due to unpredictable work timings.
Professionals who are Travelling are not able to find reliable fitness centres in their
New locations as per below -
86% of people Travel for work commitments hence can’t dedicate time for their fitness
activity.
Based on above analysis Hypothesis point 4 & 5 are True

Motivations:
66.7% (30 Responses) feel that main motivation for doing exercises/Physical activity is
to Remain Fit. Other factors are to Lose weight and Lead Stress Free life for people to
enrol in fitness activities.
87% of surveyed people prefers Reliable fitness centre Nearby to their location for
faster accessibility of Fitness activities.
Based on above analysis Hypothesis point 1 & 2 are True
Personality:
 People surveyed are interested in fitness activities to remain Fit & Healthy
 Working professionals find it difficult to dedicate time to Fitness activities due
to work commitments & personal/Family schedule
 People are tech savvy and prefer online mode for searching reliable fitness
centres
Goals:
People prefer to monitor & Track fitness levels, affordable membership options, 24/7
Flexible timing options along with planning/Tracking Nutrition levels.

 50% of people choose Fitness app should have features of monitoring/Tracking
fitness levels
 30.4% of people choose affordable membership as preference for choosing
apps
 While Rest people surveyed prefers 24/7 Flexible timings, Tracking of nutrition
levels & subscription/passes services for choosing fitness platforms
Based on above analysis Hypothesis point 3 is True
Demographics:
 People surveyed in the age group of 21-55 years are interested in fitness
activities based in urban cities
 Occupations : Working professionals & Self employed
 Income levels : 5-10 Lakhs
 Survey includes both married (20%) & Unmarried (80%) marital status
 65.2% of people prefers to spend 5000-10000 Rupees per month on their
fitness activities
 Android Mobile OS is preferred platform for most Surveyed Customers (84.8%
Respondents)

 78.3% of Respondents access internet through mobile medium, 15.2% through
laptop and Rest from Desktop platform.
Part 2: Product Artifacts
Question 4: Create a persona for StayFit from the user research data. Use the template given below.
Response:
NAME: RAVI KUMAR
AGE: 32 Years
LOCATION: Mumbai
OCCUPATION: Consultant
MARITAL STATUS: Married
INCOME: 12 Lakhs PA
MOTIVATIONS
 Stay Fit & Healthy
 Look appealing
 Affordable Gym
membership
 Convenience/Flexible
timings
 Family/Peer groups/social
networks
PERSONALITY
 Analytical
 Introvert
 Very specific in terms of
price and facilities offered
 Adaptable to new things
 Settle for best
 Stretch to maximum limits
GOALS
 To be able to discover
Reliable nearby gyms in less
time
 To be able to filter gyms
based on location, budget,
ratings and Discount
options.
 To have multiple payment
options for gym
subscription services.
TECHNOLOGY
 Android Mobile OS
 Preferred Brand – One Plus
Five T
 Online web search
 Social networks

 To access gym having
flexible Training timings
across different locations
PAIN POINTS
 Due to busy schedule,
cannot visit different gym
for exploring facilities
offered
 No single repository
available of different gym
and its facilities
 Difficulty to filter gym
based on budget,
membership and payment
methods
 Unable to access gym in
nearby location of
workplace or during
Travelling to different city
locations
BIO
Ravi is senior consultant based in
reputed MNC in Mumbai.
He loves to involve in fitness
activities as a stress buster from his
High Demanding job and needs a
platform to explore different fitness
activities based on location, Budget
and membership options.
BRANDS
 Google
 Flipkart
 Levis
 One Plus
QUOTE: “” “I am looking for a convenient
platform to explore and subscribe
Best gym Facilities’

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
 To find Reliable Gym near to Home/office location within the
convenience of driving or walking distance
 To find Gym based on affordable fees, Flexible
membership/subscription plans and convenient payment options.
 To filter gym based on rating and reviews of customers availed
particular gym services
Process  Search all nearby gyms in Google and filter based on rating/reviews.
 Check with Friends/relatives for any Reliable gym in nearby Areas
 Check for Advertisement in local newspapers about Gym Membership if
any
 Shortlist Gym based on rating/Review criteria
 Visit the shortlisted gym and explore facilities provided, Equipment
availability, Payment membership options and Trainer
availability/personalised attention provided
 Also, can call Few gyms with numbers from online portal Like just dial
and discuss with gym manager about facilities/membership plans
Experience  Time consuming to visit different gym for exploring facilities
 No Reliable feedback from existing users/Biased Reviews
 No Repository available to track gym based on budget and other
facilities
 Exaggerated promises by Gym Representative/Trainers for personalised

gym trainings or getting fitness goal Realised
Touchpoints  Friends/Relatives
 Google/online search
 Gym portals and their social media pages like Facebook, twitter and
instagram
 Gym membership advertisements/Hoardings
 Just dial call directory
Pain-points  Due to busy schedule, cannot visit different gym for exploring facilities
offered at Fitness Centres
 No single repository available of different gym and its facilities along
with price points/membership plans
 Difficulty to filter gym based on budget, membership and payment
methods
 Unable to access gym in nearby location of workplace or during
Travelling to different city locations
 Many options to choose for gym and offers not available on preferred
choice of gym
 Other pain points like distance travel required, congested gym and
unhygienic spaces/facilities
Ideas  Develop a Gym Aggregator App StayFit for Mobile users (Android, IOS
Mobile versions)
 This app has central repository about all gym details like Contact details,
Images of Gym facilities, workout equipment, Rating, reviews and
trainer available with certification information.
 App allows to filter gym based on location, needs and preferences
 Users can filter gyms based on :
 Budget/price range
 Membership plans
 Ratings
 Reviews
 Passes schemes availability
 Certified trainer available
 Hygienic/Non crowded gym
 Users can get different subscription offers/discounts for gym based on

their location/choice
 Customer service features to Rate gym based on their experience hence
ensuring Transparency
User Journey Map 2
User Goal To buy the membership for a gym
User Expectations  To select various gym within budget, Compare membership details
(like price, Duration and payment options)
 To avail Trial classes and coaching sessions before membership
 Gym should have different activities like yoga, zumba, cycling and body
weights.
 Gym should also have access to certified nutritionists, qualified
instructor and Trainers
 Gym should be spacious and less crowded with good parking facilities.
Process  Personally visit selected gym for different membership details
 Search online fitness portal websites for details
 Avail Trial pass service and then decide to subscribe for gym services
 Check membership details like terms/conditions and payment options
 Check with any customer (online or offline) using their gym services for
genuine feedback & ratings.
Experience  To explore gym membership options is time consuming and
cumbersome
 Limited payment options available like citi credit card cannot be
swiped on POS terminal and Flexible membership plans not available
as Job role involves frequent Travel which can lead to discontinue gym
for short period
 No Reliable promises by gym staff and biased treatment for personal
membership customers than general membership.

Touchpoints  Gym website/Physical fitness centres
 Gym Manager/Fitness centres customer Representative
 Different payment options like cash, card, online payment and
cheques
Pain-points  Different membership price options available
 Varied membership terms, cancellation or Transfer of membership not
available
 Payment mechanism not convenient
 Gym staff more focused on personalised Trainer plan than evaluating
customer fitness goals
 Instructors take personalised coaching customers as preference
Ideas  “StayFit” App helps customers to explore different fitness centres in
and around the city with better, fast and user friendly interface.
 App provides user with information about different gym based on their
demographics, locations, membership type –Monthly, quarterly and
annually and fitness goals.
 Flexible payment options available like Online payment mode,
Credit/debit cards, Mobile wallets, Cash and Cheques for availing
different membership plans
 App provides clear membership details, terms and conditions for user
exploring different gym plans
 Easy Cancellation, Membership Transfer and different city gym centres
access on same membership plans for affiliated clubs.
 Different discount offers, Free Trial services, vouchers /Cash back for
customers availing gym membership for first time or renewal of their
existing plan for engagement and Retention purpose.

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