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

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Background

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.

  1. "I want to train in a group, or with someone" 
  2. "I want to try something new once in a while"
  3. "I want to focus on a part of my body today " 

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?

Kick off

Internal workshop

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. 

 

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Freeletics ambassador’s input

User research

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.

  1. Why aren't you going to the section as much?
  2. What should we remove?
  3. What are the reasons you are using this section?
Info architecture

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. 

  1. Having different entry points for the same workout was a need. i.e., Body part vs equipment. 
  2. There was no preferred way to look for a workout. These would vary on a daily context; I have no time vs I want to focus on core.

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.

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Info architecture research

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Sample of our desk research

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. 

Design

Early collaboration

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.

Iterations

Iteration process

New design

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. 

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Impact

User impact
  • Mobility workouts and stretching are the most loved workouts.
  • One unified training flow. (For reference we were having legacy training flow and old UI (User Interphase) in the explore section compared to the UI triggered from a paid training flow, briefly we had 2 different training experiences.
  • Clearer understanding of what is free and what is not.
Business impact
  • 42% Increase of Weekly Active Paying Users training on-demand
  • Overall increased retention.
  • We can now test and launch partnerships faster.
  • More Active Paying users are now training on-demand on a weekly basis.
  • Integration of Freeletics Essentials (Shop) to our App.
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Old training flow vs new training flow