Senior Product Designer | VR Fitness App | 2023
FitXR: Programs - Mobile Companion App
01
Overview
FitXR is a fitness technology company working at the cutting edge of VR and MR. A scale-up on a mission to impact lives and build a healthier world for everyone.
The company aimed to unveil a fresh training mode titled 'Programs,' enabling both current and free-trial users to undergo an eight-class workout regimen progressively.
02
Problem
The primary issue identified was down to the previous user experience for free-trial users, who struggled to discern which classes to initially engage with and in what sequence.
The secondary concern involved insufficient usage of the Mobile Companion App (MCA), leading to a limited exploration of FitXR's features and offerings.
Addressing these problems would require enhancing the guidance and personalisation system for free-trial users while incentivising and promoting the utilisation of the MCA to enrich the overall FitXR experience.
03
Outcome
76%
Of users signed up to participate in the new Training Program
2.6x
Multiplier increase of DAU for the Mobile Companion App
Product Squad
Product Design Lead (Me)
Product Manager
Data Scientist
Front-end & Back-end Unity Engineers (6)
Quality Assurance (3)
Business Opportunity
Making fitness a habit creates more engaged users that use the product longer, increasing both the LTV per user and the overall ARR
Goal & Hypothesis
Increase Retention: Create a structured set of classes that users progress through to create a habit of fitness and working out regularly.
Measures For Success
Improved retention rate
Increased mobile app pairing rate
Fitness classes have become a regular habit
Process & Challenges
The Project
04
Early Explorations
05
Challenges
Non-paired users: 80% of users who first interact with a Training Program, did not have the mobile companion app paired. This presented the challenge of onboarding them onto the Program whilst ensuring they pair the app to get the full user-experience of our eco-system
Layout: After conducting several rounds of internal testing utilising lo-fi wireframes and mid-fidelity prototypes within ShapesXR, we arrived at the optimal layout composition
Scale & Distance: Navigating the suitable scale and distance the interface felt most legible at was initially difficult
06
Opportunities
80% of users who first interacted with a Training Program, did not have the mobile app paired
The largest drop off points in the Programs funnel are at the first warm-up and after the first class
9% of users who start a Program have not yet started their first class. There is potential here to nudge users through the mobile app to return to the program
Mid-Fidelity Prototypes
High-Fidelity Prototypes
07
Reflections
Gatekeeping Programs to mobile only users has increased the number of users pairing daily by 2.6x. This positive friction means only the most engaged users have the mobile paired, with these users more likely to convert to be a member and play more during their free-trial.
08
User Reviews
“I just tried FitXR yesterday for the first time, specifically the boxing program - and I have to say I am hooked!”
FitXR Community Member
“I finished the Nicola Adams series of boxing workouts today, loved them!”
FitXR Community Member