Upgrad Fitness App Assignment. Explaining various steps before coming up with the features for the app.

1. Fitness App
Name(s): Vipul Gaur| Sandeep Pal| Bharat Tomar
Email id(s): vipul.gaur@gmail.com, sandeepkp2017@email.iimcal.ac.in, bharat.tomar@gmail.com
Submission Date: 28th
March 2018
Part 1: User Research
Question 1: Identify the target audience for StayFit. (Word limit: 50 words)
Response
“StayFit” potential customers consist of urban population living in Tier 1 and Tier 2 cities with following 2 age groups:
• Group 1 (20-35): Young students and professionals
• Willing to travel far from home to look for places to maintain fitness.
• Group 2 (36-60): Middle-aged individuals who are looking to maintain their fitness level and avoid lifestyle diseases.
• Would prefer personalized coaching or private sessions with fitness experts at home or nearby locations.
Survey
Objective and
Hypothesis
Objective:
• Identify what motivates people to opt for maintaining their fitness and for what kind of exercise they choose to achieve this
goal.
• Where do they exercise and how do they discover these places?
Hypothesis:
• People in the younger age group 20 – 35 would prefer to opt for services outside home environment (Gym, Zumba) that can
help them in maintaining a toned and conditioned body.
• People in the middle age group 35 – 60 would prefer to opt for services at home or near home that can help them in preventing
lifestyle diseases (Yoga, cycling, jogging) and avoid lifestyle diseases.
• Married customers would not prefer to travel to maintain their fitness while unmarried customers will be open to explore
different places to exercise.
• People are more likely to continue to follow their fitness goals and continue to use the app if they can track them and motivation
level can be maintained.
• People who travel a lot due to work find it difficult to maintain their fitness routine.
Question 2:
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/1FAIpQLSccr4AuFtDPhiw0Qlhbb6rrAv0insCYnRqiLg7ag5WLEJhe0g/viewform?usp=sf_link
Response Link:
https://docs.google.com/forms/d/1GProp7uzmWb0LheEL-
_44hwr1vv1iaFiwS6JG2ISEb8/edit#response=ACYDBNi57ZoqSDY9FAEeySDhk10slB5AX_Mjrr8AaMueR6CYHraEfkf-P6M
Sample Size
Calculation
Assumptions:
• The only urban population will use this product.
• People living in Tier 1 and Tier 2 cities will be accessing the internet more frequently and would be open to installing apps.
• The middle class and above will have the disposable income to spend on lifestyle and fitness products.
• Age wise split across all Tier 1 and Tier 2 is assumed to constant based on an economic survey of Delhi 2016-2017:
Calculations Steps: (**For calculation please following the link: Google Sheet)
• Total population of India 1,349,991,454 ( Source: Worldpopulation.com)
• Identify Tier 1 and Tier 2 cities (Source: mapsofIndia.com) and cross-referencing it against the population in 2018 (Source:
worldpopulationreview.com). Total population in Tier1 and Tier2 cities based on the above step is 110,908,967.
• Below is the % of population in target age group (Source: economic survey of Delhi 2016-2017 ).
• 20 – 24 – 10.51%
• 25-29 – 9.94%
• 30 – 39 – 16.40 %
• 40- 49 – 11.96 %

2. • 50- 59 – 7.13%
• Based on % mentioned above % of the population in right age bracket is 55.94% hence target population will be
110,908,967*.5594 = 62,042,476.
• Below is the % of population in middle and above economic group
• Middle – 9%
• Upper Middle Class – 4%
• Rich – 2%
• Actual target customers based on above split would be:
• Target Audience = (62,042,476*0.09) + (62,042,476*0.04) + (62,042,476*0.02)
• Target Audience = 55,838,25+ 2,481,699+1,240,850 = 9,306,374
• Calculating the sample size taking the confidence interval as 95%, the margin of error as 10%, and the response rate as 10%.
• Sample Size = 97
• Total requests to be sent based on response rate = 97/10% = 970
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 user research: users pain points, motivations, personality, goals, demographics. (Word Limit: 400
Words)
Response
Key Findings:
Motivations:
● People in the age group from 20-35 are more open to exercise outside home environment (Home, Parks) and will to look for
Gym or sports clubs to maintain their fitness.
● People in the age group 36-60 prefer to exercise at home or near home locations.
Note: Based on above points hypothesis point 1 and 2 are true.
● Overall there is a preference to exercise near home. However, the single population is open to travel to maintain fitness.
Note: Based on above points hypothesis point 3 is true.
● Below table summarizes location preferences for exercises for both the age groups.

3. Goal:
● Both groups of users prefer a preventive mode of fitness as ’remain fit’ for better living and lifestyle
Technology:
• Majority of people prefer to access internet on mobile and hence it makes sense to go with “Mobile First” approach when
developing the product.
• Overall potential customers have more Android devices and Android app and hence more resources will be put to android app
compared to IOS apps when prototyping.
• While searching for places to exercise, people in age group 20-35 prefer direct references and online search to locate places
for exercise.
• While searching for places to exercise, people in age group 35-60 prefer direct references to locate places for exercise.

4. Pain points:
• The following information will help people to maintain their fitness schedule more effectively:
• People are finding it difficult to stick to their exercise routine with their professional travel commitments.
Note: Based on above points hypothesis 4 and 5 is true.
Personality:
• People in both age group are finding it difficult to maintain fitness routine due to work pressure.
Q4. Part 2: Product Artefacts
NOTE: We have created use cases only for under-35 age segment as the data and interviews ensured that we could do justice to this segment. Basis
relevant data, we have created one primary persona.
NAME: Mahesh MOTIVATIONS PERSONALITY
AGE: 31 Years
LOCATION: Delhi / NCR
OCCUPATION: Equity Research Analyst
MARITAL STATUS: Unmarried (confirmed separately)
INCOME: 18 Lakh PA (confirmed separately)
● Stay healthy
● Doesn’t want to have pot bellies and sore
backs
● Physical fitness
● Body is the best asset and must be fit
● Sports
● Gym
● Lazy
● Clumsy
● Analytical
● Introvert

5. GOALS
● To remain fit and healthy
TECHNOLOGY
● Android Mobile (android is an
observation as the mobile was
One plus 3T) and laptop
● WhatsApp and Gmail are the
most used apps
PAIN POINTS
● Time is the constraints
● Need to know the best set exercises based
on age, body and work routine
● Expert opinions
● Personal trainer
● Customised content
BIO
Mahesh is an equity research analyst who wants
to be at the top management level. He wants to
stay happy and fit
BRANDS
● No favorite brand as such
● Spoke about Blackberry
● Arrow, LP, Pepsi, Haldiram
QUOTE:
“I am lazy, and I need the product to take care of that”

6. Questions 5: Create a user journey map for the given user goals:
• To find credible gyms near me which are within my budget
• To buy the membership for a gym
User Journey Map 1 User Journey Map 2
User Goal To find credible gyms near me which are within my budget To buy the membership for a gym
User
Expectations
● Location of the good indoor gym near home/ office
preferably up to 5 KMs of driving or walking distance
● Affordable & Flexible membership
• Gym must be affordable and must have flexible
membership plans and payment options
• Gym must also offer pay as you go options in case
user
• Branches availability and flexibility of using the gym
in other cities while traveling or relocation to
another city (urban)
• Affiliations with other reputed gyms in other major
cities
• Provision of transfer/ on hold of membership in
special circumstances
● Credibility
• Gym must be reputed and known for its fair
treatment of all types of customers
● Provision of trial classes and coaching sessions before
membership
● Gym to be spacious and not crowded enough
● Variety
• Gym must offer different types of group exercises i.e.
yoga, cycling, Zumba, steps, body weights, TRX etc. and
equip a variety of state of the art weight training
equipment’s
● Add on services
• Gym must offer body measurement/ scan & dietician
facilities
• Water, coffee/ tea machines
• Facilities for body massage
• Access to physiotherapist
• Certified instructors, personal trainers, and nutritionists
• No parking constraints
● Clean & hygienic facilities of shower, steam/ sauna with towel
and locker facilities

7. Process
● Feedback from friends/ acquaintances (existing users) of
the good gym near home/ office, preferably up to 5 Km of
driving/walking distance.
● Google gyms near home/ office (within 1-2 Km) with
branches and affiliations with other gyms available in other
urban cities
• Check the ratings of gyms searched / Seek feedback
from friends, acquaintances
● Shortlist the gym(s) to visit
● Visit the shortlisted gym/s (Preferably during peak hours to
gauge time travel and how crowded gym could be?)
● Check facilities available, a variety of equipment’s, space
and crowded the gym is or could be?
● Discussion with certified gym instructors on a fitness goal,
how can they help the user to achieve her/his goal.
● Do the free trial of the gym for a day
● Check membership plans (in person or on the website) /
benefits including discounts, membership transfer facilities, and
affiliations with other gyms in different cities
● Decide upon the gym
• Yes: Take membership at the gym and share
feedback/rating
• No: Continue search for other gyms and relax personal
requirements i.e. distance, affordability, facilities etc.
Experience
● Time-consuming
● Biased feedback from existing users or google ratings etc.
● Sugar coated promises of uninterrupted coaching from
personal trainers
● Gauging instructor’s knowledge and how they can help in
reaching user’s fitness goal is cumbersome
● Difficult to keep track of multiple gym membership plans to
choose the ideal one
● Hidden gym policies/ false promises by gym staff
● Biased treatment by gym instructors towards general and
personal coaching membership
● Expensive personal coaching and limited time by instructors
● Unavailability of accepting different credit/debit cards e.g. AMEX
● Limited membership plans e.g. monthly, quarterly, or annually
Touchpoints ● Friends/ Acquaintances
● Google
● Gym website, blogs, Facebook/ Twitter/ Instagram Pages
● Gym Physical Posters / Advertisement Boards
● Call
● Gym website
● Cash/ Cheque / Online / Credit Card/ Debit Card Payment
● Gym Representative / Owner/ Customer Desk

8. Pain points
● Reputed and affordable gym
● High travel distance to the gym
● Crowded, congested, unclean and unhygienic space &
facilities
● Limited hours of workout and entry to the gym
● No, limited or expensive parking
● Cumbersome membership packages
● Gauging instructor’s ability to help to reach fitness goal and
comfortability with different gender
● Unavailability of certified instructors profile
● Old, restricted or no view of gym facilities e.g. steam
chambers, toilet and shower area, lockers etc.
● Focus on selling personal training than assisting the user in
reaching her/ his fitness goal
● Overlooked by instructors in absence of personal coaching
● Inflexible and expensive membership plans
● No provision of transfer or cancelation of membership
● Membership cancellation charges before contract expiry
● Inflexible payment options
● Auto-renewal of membership
● No shower, steam, towel facilities
Ideas
● Build an AI gym aggregator app “StayFit” for mobile users
(mobile versions Android and iOS)
• The default option of searching gym based on
user’s demographics, needs, and preferences
• Recommend suitable gym based on criteria’s i.e.
• Budget
• Distance from home/office
• Personal preferences e.g. group exercise/
cross fits/ bodyweight
• Spacious, non-crowded and hygienic
• Free/ inexpensive Parking facilities
• Free trial access to the gym and its facilities
• Profile of certified instructors and nutritionist
• Regularly updated 360-degree view of gym and its
facilities
• Contact a fellow member option to seek personal
feedback of the gym, its staff and after sales service
● App “StayFit” to have a user-friendly & interactive interface with
strong inbuilt AI engine.
• AI engine to understand user preferences for
membership i.e. monthly, quarterly, annually, pay as you
go, intercity transfer, holding a membership, transferring
the membership to a friend or family member.
● Based on user preferences of membership, demographics,
budget, fitness goal app to construct a customized membership
contract for the user
● Provide flexibility of using any affiliated gym through a unique
QR code
● Give a discount on first-time membership
● Provide flexible payment options e.g. mobile wallets, online,
credit/debit card, cash (only at the specific gym after use if fixed
or pay as go to a different gym inter cities)
● Provide flexibility of membership cancellation or re-joining at any
time
● Share cash back or vouchers for new membership or renewal of
memberships