THE PROBLEM
2014 Video sample
Our exercise videos required a production process that could take months - not to mention the translation process into 10 languages for each exercise.
In 2020, nine videos had to be replaced due to rights infringement and producing the exact same videos was getting expensive.
We were left with a question...
Can we take this problem as an opportunity to re-think the video experience and include more exercises?
THE PROCESS
Roles: UX researcher, Project Manager, Interaction Designer
15+
Users shared their challenges when learning an exercise and how they prefer to learn the details
10+
People gave us insight into their preferences for color, sound, and phone position when watching exercise videos
30+
E-mails and comments were provided by users, stating their problems or wishes related to video experience
January - 2019
Our team of training experts starts working on the exercise wish list with regards to several users approaching us about the lack of variety in our exercise library
October/November - 2019
Kick-off the project and develop an initial timeline with the motto “What can we do better?”
User research, listening to hours of users with various levels of fitness experience. Noting down their stories, we zoned in on different patterns across users, namely with regards to recurring pain points.
We also compared this research with the comments or feedback on our social and customer engagement channels.
December - 2019
Desk research and benchmarking of video app experiences with regards to similar experiences across other products
Integration of learnings into how our ideation process of how to potentially move forward and best address challenges and opportunities we had identified throughout our research
January - 2020
Identify opportunities by framing all of our findings as “How Might We”
Create first concepts and collect internal feedback
February - 2020
Create second concepts and continue user interviews regarding music, colors, and phone orientation preferences (vertical vs landscape)
Creative team gets on board to polish the look and feel of the exercise videos, we wanted something simple easy to replicate.
Usability testing of the final concept with 10 users, which is well received by 90% of them.
Some early explorations where the mental model was still attached to a regular video
March / May - 2020
Technical testing of format, speed, video resolution, and file size
Preproduction and casting begins. Due to Covid-19 this task takes longer and prolonged to end of June.
July / August - 2020
Quality assurance for videos and images via trainers and product members testing on devices
September - 2020
Worldwide release of the new video experience
THE NEW EXPERIENCE
Implemented for Android and iOS
THE FLOW
People can learn the movements before and / or during the workout.
THE IMPACT
Product Impact
- Localization and copy improvements or changes can now be implemented within 2-3 days. In 2014, such changes required about 2 months.
- Scalability. This concept allows us to improve on-the-go and iterate when users provide us with feedback.
User Impact
- From day one, our users actively appreciated the sense of autonomy we provide them with regards to viewing the exercises at multiple angles and speeds.
- Users were also pleased to see the variety of exercises grow, allowing them to spice up their workouts when necessary.
- Women were happy to see themselves more represented in the videos, especially when carrying out more complex movements.
- Much less time to adjust our exercises in accordance with user feedback. We have already updated at least 10 exercises with new, more understandable cues after user feedback, while adding instructions on how to breathe properly or where to feel a stretch during particular exercises. This fosters confidence in the user as they sharpen their technique.
- The % of 1st week users saying that they had correct technique has increased since the first release
Business Impact
- 80% reduction in costs compared to previous video shooting.
- Easy to replicate, thus lower cost.