Project Overview

The Product:

Sweat offers a broad suite of challenging, yet achievable programs with workouts you can do anywhere, anytime to progressively build your fitness.

Project Duration:

6 months

The Problem:

Content discoverability and poor text readability are hurting the user experience.

The Goal:

Sweat will improve content discoverability and readability which will affect new and existing users by simplifying and reducing choice. We will measure effectiveness by time spent on the program page and conversions.

My Role:

Junior Product Designer

Responsibilities:

User research, wire-framing, prototyping, validating

Understanding the User

User Research: Summary

User research gathered was based on current feedback, reviews, and data presented by the Research and Insights team. Competitive analysis and audit reports were also gathered, to understand gaps and threats by other businesses in this space. The initial assumption was that users were using the website to sign up and not many were reading the program page, it became evident that the program page had a lot of traffic but ‘the time spent on the page was low because the page had poor content discoverability and readability.

User Research: Pain Points

Content discoverability is difficult

There is currently no way for her to be able to find her perfect program according to her needs. If she is able to find the program she is looking for she might be more likely to become a paying Sweat member.

There is too much to read

The program page is all on one screen with hundreds of hours of text. This is overwhelming and needs to be simplified so that she can make a more informed decision on what program she is most interested in.

Cannot join the workout from the program page

If/when she finds the program she wants to completer there is currently no way for her to be redirected to that program on the app/web app. A button, link, or the like will be included to give her quick access to the program of her choice.

Wants to be told what program or workout to do next

“Research suggests that fitness apps definitely work, but are especially effective when they're personalised to the user. https://www.highsnobiety.com/p/fitness-apps-working/ “. Recommended/suggested program/s based on her previous workouts, interests or filters would assist her to make a quicker decision and not be too overwhelmed with the many options currently available.

User Research: Persona

Belinda the Beginner

“I really want to get into a healthy workout routine, but I can’t afford to spend too much”

Goals

• Start working out consistently
• Wanting to lose weight and tone up

Frustrations

• Doesn’t want to spend too much
• Too embarrassed to go to the gym

Age: 23

Education: Degree in Marketing

Hometown: Sydney, Australia

Family: Single

Occupation: Marketing intern