Case Study - FitPursuit
Creating a One-of-a-Kind Fitness Experience
Using social technology to help users stay motivated to build healthy fitness habits
Identify a product opportunity that capitalizes on the growing emphasis on personal health and wellness by targeting users that do not prioritize their health but wish to start.
A fitness focused mobile app that leverages strong user insights to connect users together to motivate and keep one another accountable through shared experiences and an enthusiasm for new friendships
Less than 5% of adults participate in 30 minutes of physical activity each day, and only one in three adults receive the recommended amount of physical activity each week. The reasons to stay fit are abundant and persuasive, yet the urgency is missing. Many excuses are offered, but practically all excuses have been exposed as inconsequential. We set out on a mission to determine how we can affect an individual’s sense of urgency and commitment to stay healthy, and we created a digital product to help our physically inactive target users build healthy habits.
We set out to learn why more people do not take their health and fitness more seriously.
Our research plan not only isolated physically inactive individuals but also leveraged the qualitative feedback of individuals that have the healthiest lifestyles in order to draw distinctions between each type of person.
By interviewing both fitness wannabes and fitness buffs, we could observe distinctions between each type of person to better understand what makes them different.
From representative insights gathered during research synthesis, our user persona tool was modelled to help identify and build empathy for our target user.
Definition & Strategy
A common theme uncovered during research synthesis was that of personal motivation and the role it plays in the formation of healthy habits. We isolated the issue of motivation to define further how we could affect it.
We modelled our user's behavior into stories mapped into a "journey" to observe the contexts in which she gains and loses fitness motivation.
We recognized a large opportunity to leverage moments of piqued motivation as we began to think about the problem that we would solve for our user.
Moving into concept development, we explored two solutions, each with a distinct approach to addressing the same problem, opting to test paper prototypes of those solutions to gauge user preferences quickly.
Using our paper prototypes, we conducted a round of desirability testing to gauge interest. We received mixed feedback.
We chose to move forward with a concept that was more desirable, exploring ways to increase efficacy in later rounds.
We pushed our visual design direction far into the fitness category to further promote it as a fitness product, not just a social product. A dark palette helped suggest a more serious and dedicated fitness purpose with extra bright highlight colors to give contrast and energy.
Meet our final solution: FitPursuit, a social fitness network that offers a community of other users with similar goals. Connect with each other and help keep each other motivated and accountable by always having a fitness buddy available.