Improved a fitness platform to better connect coaches and clients

We have created an interactive, personalized experience for users to navigate a variety of inclusive fitness classes. The design choices were based on the diverse needs of all minds and bodies, we made the website easy to navigate, informative, and interactive.

1. Based on survey results, the following are the top three most commonly used discovery preferences.
2. We have consolidated the main menu options to the corner for improved usability.
3. To enhance search usability, we have prioritized the search bar to be the first element users see upon page load.
4. To encourage users to try our new interactive tool, Fitfinder, we have implemented a prominent call-to-action banner promoting its use. Fitfinder is a user-friendly tool designed to help users find the most suitable fitness or event options based on their preferences and needs.
5. We have implemented a light colour palette that contrasts with the background, making it easier for users to identify and engage with the CTA.
6. By prominently displaying the logos of our clients, we aim to enhance trust and credibility between users and Fitin. Including the logos of our notable clients helps to establish a sense of authority and industry expertise, ultimately increasing user confidence in our services.
7. Our ‘Find the Best Deals’ section is a highly popular choice to promote ongoing sales. By prominently featuring our current sales, we aim to provide users with a clear and engaging way to discover the best deals available, ultimately encouraging them to make a purchase.
8. We have introduced a new card design that prominently displays key information, such as reviews, intensity, recommended user, and labels like ‘Support Pregnant’ or ‘Injury Recovery’.
9. Introducing our ‘Trending this Season’ section, which is a highly effective way to promote seasonal products and encourage user engagement.
10. We have consolidated and simplified the placement of important links, such as FAQ, backend login, privacy policy, terms and conditions, to improve the overall user experience.

To improve the website, we did a thorough analysis of its strengths, weaknesses, and how it compares to competitors. We also asked users about their needs and preferences. Using this information, we created a content strategy, restructured the website, and created user personas and journeys. All of our work was focused on making the website more user-friendly and appealing to a diverse audience.

Problem Definition –

1. One of the main challenges Fitin faced, given our focus on inclusivity, was the lack of discoverability and categorization on our platform.
2. How can we differentiate ourselves from other fitness and wellness competitors?
3. What are effective strategies to attract more customers from both the consumer and business sides of our platform to address health challenges?

Current State Analysis

We conducted a comprehensive analysis involving gathering information about the existing product to identify improvement areas and innovation opportunities.

Competitive Analysis

We completed a thorough competitive analysis to gain insights into the strengths and weaknesses of various fitness services in different markets. This analysis provided us with a deep understanding of the competition, enabling us to identify opportunities for innovation and areas where we can differentiate our offering. By analyzing the fitness services currently available in the market, we were able to gather valuable information on the features, user experience, and user feedback of our competitors.

Scenario-driven User Journey: Find UX pattern

We used the user journey to collect all the necessary information for carrying out our inclusive fitness and wellness recommendations that cater to different types of users, including young bodies, aging bodies, pre-and post-natal bodies, and differently-abled bodies. We categorized the relevant fitness information over time and incorporated it into each step of the user journey, ensuring that our recommendations are accessible and appropriate for all users. This helped us better understand how much information should be considered to make the right decision for each unique user, promoting a more customized and tailored fitness experience that is inclusive and welcoming to everyone.

This is where the concept of “FitFinder” came from. We wanted to create a platform that not only connects users with fitness programs that meet their specific needs but also helps them discover new opportunities and experiences that they may not have otherwise found. “FitFinder” embodies our commitment to inclusivity and accessibility, making fitness and wellness available and welcoming to everyone.

After connecting with our actual users, we conducted interviews, surveys, and consulted with fitness professionals to create a set of questions that can help users navigate the Fitin platform. These questions provide helpful suggestions and guidance to users, making it easier for them to find the right fitness and wellness programs to meet their unique needs. This approach is just one of the ways we’re working to make fitness and wellness accessible and inclusive for everyone on our platform.

Final outputs: a new user journey that makes sense for diverse users; a prototype.

What we discovered unexpectedly:

One valuable insight we gained through testing was that people could be sensitive when asked about their age. We received a lot of feedback on this issue, and after careful consideration, we decided to remove the age question from our platform. This decision was made to ensure that our platform is inclusive and welcoming to all users, regardless of age or any other personal characteristic.

Prototype tested with 34 real users, before and after the changes.

Impact:
The tool we developed for Fitin had a significant impact in just 4 months. Prior to implementing the tool, users were spending an average of 1 minute and 30 seconds on our platform. After implementing the tool, the average time spent on the platform decreased to just 52 seconds. This improvement in efficiency is a testament to our commitment to providing a seamless and intuitive fitness and wellness experience for all users on our platform.

Enhancing User Experience through a Comprehensive Content Plan
We understand the importance of providing accessible and relatable content to diverse user groups. To achieve this for our client Fitin, we proposed a comprehensive content plan that leverages multiple communication channels to reach users effectively.

We conducted a thorough analysis of the existing sitemap to identify areas for improvement and restructuring of content. Additionally, we developed a writing guideline that ensures consistent content creation and promotes overall website coherency.

Our proposed content plan also includes the creation of relatable and engaging content that resonates with our target audience. By considering the needs and preferences of different user groups, we strive to ensure that our content plan enhances the overall user experience and encourages user engagement.