Over the course of the past two years, I had the privilege of contributing to the growth and enhancement of the Fiit fitness app. My role primarily revolved around three critical areas: Acquisition, Activation, and Retention strategies. Below, I detail the strategies implemented, the challenges faced, and the outcomes achieved in each domain.
Browsing Improvement Project for Fiit Fitness App
Problem Statement
The initial concept for the Connected Kit (CK) content involved creating a separate app. However, CK content was eventually integrated into the existing Fiit app under a separate tab. This approach has led to a disjointed app browsing experience for some users. While the introduction of the Search feature helped, it's not a long-term solution.
Research Objectives
・ Understanding member attitudes and behavior toward browsing the current app.
・Testing and validating new browsing concepts.
・Assessing users' ability to find content, known as "findability." We engaged 159 participants in this research effort.
Understanding user needs to help us develop an improved experience
Findings
Users had a strong preference to find classes equipment first as opposed to concept first. Many had low understanding of concept names, Metcon, Endure and Sprint.
Solution
・ Consolidate class categories under a single 'Classes' tab.
・ Provide more specificity in class categories, such as 'Airbike Only' and 'Airbike & Dumbbell.'
・ Emphasize elegant simplicity to aid content discovery, improve the scanning experience, and reduce cognitive load.
Retention Strategy: Community Building and Personalization
Challenge
Retaining users in the highly competitive fitness app market proved to be a significant challenge. The key challenge was to foster a sense of belonging and motivation among users, mitigating churn.
Solution
I led the development of community-based features that facilitated user connections, encouraging mutual motivation. Additionally, we enhanced user profiles to display meaningful data, capitalizing on cognitive biases like loss aversion and ownership bias. The more personal data we acquired, the less likely users were to churn.
Outcome
These retention strategies yielded tangible results. User retention rates saw a notable increase, as users felt more connected and motivated within the Fiit community. Personalized profiles not only engaged users but also solidified their commitment to the app.
Challenge
Retaining users in the highly competitive fitness app market proved to be a significant challenge. The key challenge was to foster a sense of belonging and motivation among users, mitigating churn.
Solution
I led the development of community-based features that facilitated user connections, encouraging mutual motivation. Additionally, we enhanced user profiles to display meaningful data, capitalizing on cognitive biases like loss aversion and ownership bias. The more personal data we acquired, the less likely users were to churn.
Outcome
These retention strategies yielded tangible results. User retention rates saw a notable increase, as users felt more connected and motivated within the Fiit community. Personalized profiles not only engaged users but also solidified their commitment to the app.
Teams feature - Allowing customers to create their own teams where you can schedule classes and workout together, fostering accountability
Adding metrics and graphs to entice customers to share their class result
Activation Strategy: Spin-the-Wheel Gamification
Challenge
One of the key challenges was to engage and activate users effectively. To address this, I spearheaded the introduction of a Spin-the-Wheel feature. This gamification element was ingeniously designed to encourage users to complete their workouts and consider signing up for premium subscriptions.
Solution
Upon completing a workout, users were rewarded with a chance to spin the wheel, presenting them with an opportunity to win enticing prizes. This not only boosted workout completion rates but also acted as a potent activation mechanism. By offering subscription-based prizes, we aligned user interests with app engagement, fostering a sense of ownership.
One of the key challenges was to engage and activate users effectively. To address this, I spearheaded the introduction of a Spin-the-Wheel feature. This gamification element was ingeniously designed to encourage users to complete their workouts and consider signing up for premium subscriptions.
Solution
Upon completing a workout, users were rewarded with a chance to spin the wheel, presenting them with an opportunity to win enticing prizes. This not only boosted workout completion rates but also acted as a potent activation mechanism. By offering subscription-based prizes, we aligned user interests with app engagement, fostering a sense of ownership.
Outcome
The Spin-the-Wheel feature resulted in a substantial increase in user activation rates, and subsequently, an uptick in subscription conversions. This not only drove app growth but also cultivated a sense of excitement and engagement among users.
The Spin-the-Wheel feature resulted in a substantial increase in user activation rates, and subsequently, an uptick in subscription conversions. This not only drove app growth but also cultivated a sense of excitement and engagement among users.
Burn to Earn - Encourages users to take classes consistently and add an element of gamification