Research

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To learn a little more about our potential audience, we conducted a non-segmented survey that gave us general data regarding uses, attitudes and behaviors that would serve as a quantitative basis that would give us some statistical certainty about the problem we are trying to solve. Our data obtained were very similar to what was observed in research carried out by other organizations.

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Research

Communication of research results

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We used the user persona method to give us clarity about who we are designing for, while at the same time having a communication tool that could transmit the needs of our users to stakeholders.

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Research

User people

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“I would like to exercise, but I don't have the time or the guidance”

Age: 30 years

Occupation: Public Sector Clerk

Socioeconomic status: Medium-low

Level of facilitation with technology: Medium

Do you need any accessibility adjustments? No

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Context:

He spends most of his time sitting

You are in front of your work computer most of the time. With your personal cell phone at your fingertips.

There are no sports centers near where he works and lives.

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Goal:

Have greater physical vitality so you can have more quality time with your children.

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Concerns:

He doesn't have enough time to take care of himself.

His physical condition has been worsening over time.

You don't know how to start exercising without getting injured.

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“I Feel Anxious, Depressed, I Have Trouble Sleeping”

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Age: 35 years old

Occupation: Accountant

Socioeconomic status: Medium-low

Level of facilitation with technology: Medium

Do you need any accessibility adjustments? : No

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Context:

He works full time in a public and private sector organization. He has been feeling that way for a while, but he has not taken action. His family and social context gives him a sense of chaos.

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Goal:

Achieve a sense of mental well-being

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Concerns:

Your mental state is impacting your daily activities. You don't know how to take control over your thoughts and emotions.Seek psychological care that makes you feel safe.

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Research

Job to be done

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To deepen the process of identifying the tasks that users carry out to achieve their objectives, we use the “job to be done” framework. To discover the “core functional job-to-be-done”, we have created two canvases that will help us identify, first of all, the “job executor”, that is, the user who performs the task, and the “market”. Once we have identified these two elements, we define our “core functional job-to-be-done” based on the job statements collected from our potential users that fit the profile of our “job executor”. To have a more complete view of the process and get more information about where we can generate innovation that brings value to users, we carry out a “job mapping”, which will cover the entire process that our “job executor” follows through the following stages: define, locate, prepare, organize, confirm, verify, execute, monitor, modify and conclude. In order to communicate and align with collaborators, we have shared the “core functional job-to-be-done” found on the next slide.

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Core functional job-to-be-done

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Improve how they feel physically and mentally

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Research

Design proposal

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All in One

Users need a system that provides them with the most tools to take care of their physical and mental well-being. Addressing the problem, whether through exercise, nutrition or psychology, is not enough to achieve a high level of well-being. Adopting a comprehensive approach that incorporates all three aspects is essential.

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Time to Value

Potential users need to optimize their time and find efficient ways to take care of their physical and mental health. Therefore, it is important that the product is perceived as something that provides value with the least possible effort.

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Powerful

Potential users have a limited amount of time to exercise and adopt healthy habits. Therefore, it is essential to provide them with a tool that is accessible and adapts to different contexts of use.

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Prototyping

Site Map

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Prototyping

User flow

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Here you can see the user flow in detail

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Prototyping

Wireframes

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Here you can see the wireframe in detail

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Development

Development with no-code tools

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During the development phase, we chose to use a no-code tool such as Webflow. However, this transition presented some challenges, as the development of the product's backend did not meet the user flow planned during the design phase. As a result, we had to make some adaptations to the design and “mask” certain processes, such as manually sending invitations to online sessions instead of automating it as originally planned.

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Here you can watch the site live.

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Performance Monitoring

Unmoderated remote usability testing

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After we launched our first pilot solution, we did a quantitative monitoring of the user experience, which would help us to understand the behavior of users on the website. What we obtained as a result was that, on average, users were on the page for an average of 8 seconds and that most of them did not perform any action once they entered the page.

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Performance Monitoring

Usability testing

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In a 30-day period from May 1 to May 31, 2023, 5.5% of the users who visited the page began the process of scheduling an appointment. Of which only 0.3% successfully completed the process.

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Learning‍

Moderate in-person usability testing

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In order to obtain clarity about the data obtained in the unmoderated usability tests, we selected 10 users from the Running Zone database to invite them to perform the task of scheduling an appointment on the website. This way, we were able to get their first-hand impressions.

From these evaluations, we mainly learned that users did not have a clear understanding of how the service would be provided and were insecure when providing their bank details. In addition, they perceived that there was a long wait for their appointment to be scheduled after making the payment, raising concerns about possible fraud.

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Learning

Redesign of the website

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By monitoring and recording certain user behaviors, and then through moderate usability tests, we identified the need to make changes to the design. Our goal was to increase conversions on our website. To achieve this, we focused on changing and optimizing the appointment request process, as well as creating a new design that would more effectively comply with previously flawed accessibility and usability rules.

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Here you can watch the website live

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Learning

Handoff

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The new redesign is currently under development, with the objective of meeting more effectively the needs expressed by users, also in line with the findings of our usability tests.

To facilitate the implementation of the features, a detailed breakdown was provided for their development in CSS.

In addition, we have used Figma's new dev mode feature to speed up the transfer of design to code.

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Learning

Website Redesign

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After our second iteration, we noticed through our customer service channels that there were some opportunities we could leverage to better meet customer needs. Among these identified opportunities, we found the following:

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1. The need for a top-tier customer service that does not require scheduling a session for hours or days later with one of the professionals available on the platform.
2. The need for a broader range of physical training services for those with different goals, more related to gaining volume or muscle mass.

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These needs identified through our contact channels led us to rethink the project concept and optimize the user experience flow that users go through to schedule an appointment with one of the professionals listed on the platform.

This new concept is in the design process. Here is the progress made with the redesign of the hero section of the home page.

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Learning

Reflection on the design process

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With the periodic optimizations of our design, based on usability tests, we have managed to generate greater value for our users. We built sections, processes and optimizations as we identified areas for improvement in different parts of the site.

Our website has succeeded in increasing trust in our digital product and has strengthened our brand position. This effect has been exploited in our marketing campaigns, where once users visit the page to find out about our service, they are captured by other sales channels where the transaction with them is finalized.

This has generated greater efficiency in the user conversion process, since part of the marketing funnel has been partially automated, accelerating the process of evaluating the proposal by the user. As a result, time savings have been achieved in the conversion process of approximately 33%.

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