Rhythm - Stay motivated, stay fit

Increasing user retention for fitness applications

UX CASE STUDY • CONCEPTUAL

INTRODUCTION

Rhythm is a mobile based fitness application with music integration to increase the user engagement for a longer duration of time which in turn increases the user retention rate for fitness applications.

MY ROLE

Responsible for research, conceptualisation, design, and user testing

TIMELINE

January 2022 - April 2022

TYPE

Conceptual / Academic project

Overview of Rhythm mobile application

PROBLEM STATEMENT

The user retention rate for fitness applciations is quite low* as compared to their initial adoption rate. This is due to bad user experience and plateauing of novelty features of the application. How might we increase user engagement so as to increase the overall user retention for fitness applications?

DEFINING THE PROBLEM

I asked a few people to perform some pre-defined tasks on two highly ranked mobile based fitness applications to reveal the reasons behind low user retention and performed thematic analysis on their responses/reactions towards the applications. Three themes were common:

AFFINITY MAPPING

To understand users' needs and decide the important product features, affinity mapping was conducted.
The affinity map points out three major opportunity areas that need attention while designing to reduce the chances of users dropping the use of fitness application.

EXPERIENCE MAPPING

To verify the features short listed after affinity mapping and know the exact pain points of users while using the selected fitness applications, I created experience maps for two users and highlighted the highs in the journey as green dots and lows as red dots.
Major pain points are during signing up, searching the exercise, and music selection.

HOW MIGHT WE(s)

How might we ...

1. improve overall experience of the application for the user ?
2. ensure that the users feel motivated while using the application ?
3. keep the users engaged during the exercise session ?

SOLUTION

A smartphone based fitness application1 that simplifies the basic tasks like signing up, optimises search, and integrates music with manual selection might increase the users' engagement rate leading to higher retention over a longer duration of time.
1 Survey by AdColony

DESIGN

It's Figma time !
WIREFRAMES

PROTOTYPES

Simple and leading introduction page
2-click option for
sign-up or login
Simplified log-in process with
third party options for ease
Simplified sign-up form
with third party options
Quick view of what to expect
from the application
Home page with daily schedule
Simplified search for exercises
Add exercises to workout screen
Workout timer and music player
End workout page with
motivational message
Monday schedule populated
on home page

USER TESTING AND FEEDBACK

75% of the participants agreed that the application will act as a good support system for their exercise sessions.
25% still believed that music can be integrated in a better way so that the users have an option to listen to their own music.

WHAT I LEARNED

NEXT STEPS

HOME