On Demand Workouts
How we encouraged more paying users to enjoy and get interested in training content complementary to their TJs.
Roles: UX Research, Product Designer, & Project Lead
Training desire fluctuates daily. After several research and data inputs we noticed that our paying users would struggle with their routine. Long term motivation is hard to build and there are several reasons why someone would drop their training. During interviews there were top 3 "wishes" for those struggling.
With that in mind, we framed our problem. How might we support struggling athletes with their training, so that they can stay motivated during longer periods of time?
To get as many ideas as possible we did a brainstorming session with a cross functional team that included engineers, training experts, user researchers, designers, and product managers.
Most of the ideas pointed out one specific area of the app. The Explore section seemed to be the place where we could test our different ideas. However, this part of the product was quite old and not flexible. For that reason, we decided that we could combine our user HMW with a business goal. Invest in agility, optionality, and ability to capture short-term trends by building a new explore section from scratch, allowing us to also measure the impact for each idea separately.
Freeletics ambassador’s input
For this project user research was key. On-demand workouts is different from the explore section, however, to know what was working already and what might need to be improved we organized a session with our ambassadors around the world to understand which elements of this section was worth keeping when doing the section refresh.
For this we had a call with ~40 participants. We timed the session to an hour. They had to post as many comments as possible or ideas they had around the following questions.
Finding the "best" way to organize the structure was complex. To understand further how people would cluster information we set up a couple of sorting cards exercises with experienced and non-experienced athletes. The outcome showed us two things.
From these insights we recognized the need to build something flexible like a Content management system, where the content could be displayed in diverse ways.
Info architecture research
Sample of our desk research
For the visual update, we checked on different apps and products that had similar concepts (CMS - Content management system) like streaming apps, cooking apps and other fitness apps. This with the goal of finding common UI patterns that we could get inspired by.
Starting with wireframes helped us drive the conversation early on with developers. Defining the elements and the layers of each content was crucial for efficiency and scope.
The design was thought of as a block system where the content can be organized differently for testing purposes. We defined 5 content types for the first level of information and 3 for the second level. Filtering and search were also improved. Users can now filter in a more detailed way and find workouts that fit better to their needs.
Old training flow vs new training flow