Fitvation
Fitvation
In this case study, I will show the research methods employed and the decisions made to craft a user-friendly and intuitive product.
Fitvation serves as a platform for fitness enthusiasts to discover qualified and experienced Personal Trainers in any location.
Users can effortlessly search for personal trainers based on their location, expertise, rates, and availability. Additionally, they can explore trainer profiles, read reviews from other users, and book sessions directly through the app.
Problem
Statement
Many users express a desire to exercise using gym equipment or outdoors, but they often lack the motivation to take the first step on their own. The crowded and intimidating atmosphere of a busy gym can exacerbate this reluctance.
Despite the benefits of having a personal trainer, many users find it too expensive or challenging to find one, as most personal trainers work at a gym. This can create a significant barrier to achieving fitness goals.
Furthermore, the inconvenience of traveling to a distant gym can be a significant source of demotivation for users.
A more convenient and accessible solution is needed to help users overcome these obstacles and stay on track with their fitness journey.
Furthermore, the inconvenience of traveling to a distant gym can be a significant source of demotivation for users.
A more convenient and accessible solution is needed to help users overcome these obstacles and stay on track with their fitness journey.
Competitive Analysis
To gain a deeper understanding of the fitness apps in the market, assessing their offerings and identifying their strengths and weaknesses, I initiated a comprehensive competitive analysis. Specifically, I selected two apps, Kanthaka and PTfinder, to evaluate.
This analysis provided valuable insights into the pros and cons of each app, offering a broad starting point for further exploration and strategic considerations that were used to develop Fitvation.
Here, are a few of the insights:
PRO: The initial price for a session is prominently displayed on the home page, making it easy for users to understand the cost of the service.
CON: The personal trainer filtering features within these apps could be better explored. Ex: adding options such as preferences related to LGBTQ-friendly trainers or languages spoken
CON: The customer care team had a delay in responding to my inquiry sent via email, taking several days to provide a response. I also reached out to them through their social media channels but did not receive any replies.
CON: The company's social media presence weak. By increasing their social media activity, they could engage with customers more effectively, build brand awareness, and attract new customers to their service.
User Research
After evaluating the strengths and weaknesses of two apps, several questions arose in my mind. To address these inquiries comprehensively, I chose to conduct user research.
This involved conducting in-depth interviews with three individuals via Zoom, each lasting approximately 30-40 minutes.
Additionally, I distributed a Google survey to ensure a robust collection of both qualitative and quantitative data.
“What app feature would/would not make them book a Personal trainer session through a fitness app?”
“What are the most important features in a Personal trainer?”
“Why are they not exercising at a gym or outdoors, what prevents them from doing it?”
“What would motivate them to start exercising?”
Methods Used
To find the answers to those questions above I conducted 2 sorts of research:
• 1 to 1 interview with 3 participants via Zoom.
• Google form survey sent to WhatsApp, Facebook pages and Twitter was replied by 28 people.
Collecting both qualitative and quantitative data was crucial to the development of the Personas I created later on in the process.
BEI
• In a relationship
• 26 years old
•Female
• Partnership Manager
• Lives in London
• British Chinese
JESSIE
• Single
• 35 years old
•Female
• Personal Assistant
• Lives in London
• Afro Portuguese
ANDRYI
• Single
• 39 years old
•Male
• Retail Manager
• Lives in London
• Ukranian
Key findings
👉The cost of a personal trainer is still an issue.
👉 Unexperienced personal trainers would be hired, if they cost less than experienced ones.
👉 Notifications and positive messages would motivate users to book sessions.
👉 Videos of trainers is a feature that users approve and believe this would help them to show personal trainers personality.
👉 Users like the idea of using filters to match the perfect trainer to them.
User Stories
“As a user, I want to be able to find personal trainers around my area, so that I can book a session.”
“As an ex-gym goer, I want to be able to find personal trainers searching via postcode, so that I can find a personal trainer near me.”
“As a business man who works in different parts of the city, I want to be able to find personal trainers online working around my area even if their profile is based in a different area, so that I can book someone instantly.”
“As a user, I want to be able to see personalized filters on the app, so that I can book a trainer based on my needs and goals.”
Personas
To create a better understanding of who I was designing for, I made 3 personas for each user group based on interviews and surveys.
These personas helped me understand what the users wanted, needed, and how they behaved.
Here is one of them, Anita
User journey maps
Creating user journey map for my personas gave me the opportunity to focus on not only who my personas represent, but which goals, habits and behaviours they exhibit in reference to my project.
Here is one of them, Amanda
User flows
I decided to user user flows as they helped map out the “flow” of a specific action that Amanda, Scott or Anita might take while attempting to accomplish a goal.
They’re valuable for identifying every point of interaction within Fitvation. I've also used them as the first building blocks of information architecture.
Low fidelity wireframes
To prioritise the core structure and navigation of my app over complex functions, I chose to create a low-fidelity prototype initially.
These wireframes serve as a simplified representation of my product's user interface, emphasising on layout, structure, and content.
By excluding design elements, they convey the fundamental layout and functionality of my product.
Low fidelity Prototype
Here, we can see two screens, one from a low-fidelity prototype and the other from a high-fidelity prototype.
During this stage of the design process, I conducted comprehensive usability tests, from start to finish, with 6 participants
This included collaborating with test subjects, analysing the outcomes, implementing changes, and strategising for future tests.
All with the aim of ensuring that the product meets the needs and expectations of users.
Usability Testing
My goal was to leverage the valuable feedback obtained from the usability tests, analyze the data, and present it in a comprehensive report for stakeholders. To humanize the report, I also incorporated the participants' demographics.
To achieve this, I utilized the powerful Affinity mapping technique to systematically isolate and extract pertinent information from the videos of the tests.
I then grouped the data based on common themes and transferred them onto a dynamic Rainbow spreadsheet for further analysis.
Test Report
Click on this LINK to access the Fitvation Rainbow Spreadsheet with data from the participants of the Usability Test and the Test Results.
Testing the low-fidelity prototype with the participants was crucial to identify the factors causing friction in the app.
After analysing the insights of the Test Results I made a few necessary changes for the final high-fidelity version. See a couple of examples below:
Issues
encountered after Usability Tests & changes made
ISSUE: Users clicked on his studio to book an “in person session with a PT at their own studio” instead of first clicking on “in person” first. Instead of click on "In Person" first.
NUMBER OF ERRORS: 4 participants
TYPE OF ERROR BASED O JAKOB NIELSE’S SCALE: Usability catastrophe.
ACTION TAKEN: Added colors to differentiate the button as a primary button.
ISSUE: Don't understand what the “task” button is about at first but understand what it is after reading the text.
NUMBER OF ERRORS: 6 participants
TYPE OF ERROR BASED O JAKOB NIELSE’S SCALE: Major usability problem.
ACTION TAKEN: Added colours to differentiate the button as a primary button and rename the button to "On your own", as suggested by users.
High-fidelity prototype
Flow 1- The user downloaded the up, creates an account with email and password, they want to find a Personal Trainer that fits their budget and has their own studio. After find the professional they want to save the first Personal trainer that came up in the search results and come back to the Home Screen.
Flow 2 - The user has to find a list of saved PTs, book an in person session session with the PT saved, meeting them at their studio at any date, pay with credit card and get back to the home screen.
Flow 3 - The user has to find the feed where users/members of the app are posting pictures of their workout, post a picture of themselves from their phone gallery, and get back to the home page.
Below there's the prototype designed in Figma.
Design
Documentation
Last considerations
👉 Throughout the project, I’ve learned how important it is a deep understanding of users and their needs. Design is an iterative process, and user testing is essential to identify and address potential issues.
👉 I’d invest more time in user research methods such as surveys, interviews, and usability testing to gain a better understanding of my users. Identify their pain points, preferences, and behaviors to create a more user-centric app.
👉 Additionally, I'd incorporate more user testing at different stages of the design process. Be open to feedback, iterate on the designs, and continually refine the user experience. This iterative approach can lead to a more polished and user-friendly FITVATION.
👉 If you’d like to give me a feedback on FTVATION hit me up and let's have a chat! 💬 😉 🤓