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A presentation I gave to the Action Design NYC meetup in March of 2014. Discussion circled around what RunKeeper is, what we've learned over the years, how we go about changing fitness behaviors, and what our process looks like to get there.
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Changing Fitness Behaviors
AGENDA
• What is RunKeeper?
• What we’ve learned
• Our process
• How we change behavior
• Q&A
THE PROBLEM
80%OF AMERICANS WATCH OVER
3 HOURS OF TV A DAY
1in3ADULTS WORLDWIDE ARE OVERWEIGHT OR OBESE
1.5BPEOPLE WORLDWIDE
ARE PRE-DIABETIC
AREAS OF HEALTH & FITNESSExercise
SleepNutrition
Daily Movement
ACTIVE LIVING FOR EVERY BODY
AREAS OF HEALTH & FITNESS
SleepNutrition
Daily Movement
Exercise
HOW IT WORKS
Track Activity Analyze Progress Share with Friends
30MUSERS WORLDWIDE
300M+ACTIVITIES
500M+MILES TRACKED
WHAT WE’VE LEARNED
MORE THAN JUST A UTILITY
CHANGING BEHAVIOR IN REAL LIFE
PERSONA TIMELINE
Improver Maintainer Performer
NOT LINEAR
?
PERSONALIZED GUIDANCE AND MOTIVATION IS KEY
EVERYONE HAS A GOAL
“OLD” MOTIVATION THEORYBehavior response to variable/fixed schedule of + and - external stimuli
SELF-DETERMINATION THEORY
Self-determination theory (SDT) is a theory of motivation that aims to explain individuals’ goal-directed behavior. !
Conditions supporting the individual’s experience of autonomy, competence, and relatedness are argued to foster the most volitional and high quality forms of motivation and engagement for activities, including enhanced performance, persistence, and creativity.
WHAT IT LOOKS LIKE @ RUNKEEPER
THIS IS HOW WE DO IT
PRIMARY PERSONASIan The Improver
Michelle The Maintainer
Paul The Performer
Wants to lose 10 lbs and run his first 5k.
Just wants to workout consistently and not lose any ground.
Wants to beat his best Half-Marathon time.
SECONDARY PERSONASPiper The Pre-Occupier
Andy The Achiever
Will The Weighter
Knows she needs to do more, but doesn’t know where to start.
Aspires to finishing his first half marathon.
Needs to lose weight, running is the path he chose.
IMPOSTER PERSONASQuinn The Quantified Selfer
Lilly The Lifer
Wants to track and analyze every aspect of his health.
Doesn’t need any motivation or guidance, and will run regularly no matter what.
AUDIO CUES
NOTIFICATIONS
GOALS
• Lose Weight
• Finish a Race
• Cumulative Distance
• Single Distance
TRAINING PLANS
• Workout-level guidance to achieve goals
• Education for what to do on rest days
• Many opportunities for re-engagement
SOCIAL MOTIVATION
• Just about everyone is competitive
• Seeing that friends were active is powerful motivator
• 1:1
OUR PROCESS
AGILE
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
POD STRUCTURE
• 1 PM
• 1 UX Designer
• ~1 UI Designer
• 1 QA
• 4-5 Engineers
Everybody is a designer!
USER RESEARCH
• 1 interview per person, per month
• Phone call, Skype, Go for a run
• Surveys
LEAN USABILITY TESTING
• UX Designers conduct their own usability tests
• 3-5 people into office every 2 weeks
• Test conceptual ideas, works in progress, or existing app
• Stream to back room for development teams to watch tests live and get real time insight
DATA ANALYSIS
• Team of data analysts, scientists, and engineers
• Define and facilitate real time tests on real users
• Goal and Training Plan suggestions (very soon!)
• Route suggestions (soon!)
JUST SHIP IT!
• Maintain a consistent release schedule
• Thoughtful about what we’re testing and why
• The best data is “real” data!
