Rajkamal mazumdar - Home - Fitness App...- 90.6% of the respondents can spare 0-1 hours for workout in a day - 51.9% of the respondents didn’t prefer switching gyms on a regular

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Fitness App

Name(s): Rajkamal Mazumdar, Gaurav Shrivastava, Vinit Shukla

Email id(s): [email protected], [email protected], [email protected]

Submission Date: 14-Nov-2018

Part 1: User Research

Question 1: Target Audience

Identify the target audience for StayFit. (Word limit: 50 words)

Response

Our target audience –

Occupation - Working professionals Living in - Tier- 1 cities (Bangalore, Chennai, Delhi, Mumbai, Hyderabad, Kolkata and Pune) Age - 24 – 35 yrs.

Potential audience – 32,000,000 Confidence level – 95% Margin of error – 10% Sample Size – 97 Assuming a response rate of 10%, 970 people should be surveyed Assumptions –

This product will be predominantly used by people staying in Tier 1 cities. Tier 1 cities are mostly tech savvy and hence comfortable in using mobile apps.

Question 2: Survey Link

Prepare a questionnaire suiting your objectives using Google Forms. Check the box which allows only one entry per user. Submit the link to the survey.

Survey Link Response

https://docs.google.com/forms/d/e/1FAIpQLSc2l5PWXWkydSDLQtaRlJA83JHgqsBiNESUUwnxVca7CqvuPg/viewform Click here for response result

Question 3: Insights from User Research

Analyse the data you gathered from surveys and interviews. Draw insights out of the collected data. You can segregate your insights basis the objectives of conducting user research: users pain points, motivations, personality, goals, and

demographics. (Word Limit: 400 Words)

Response

Objective – To understand the factors affecting the fitness subscription services bought by Indian Customers To understand motivating factors for users to opt for a fitness activity or gym

Hypothesis –

Hypothesis 1 – People will opt for different fitness services if price quoted or offer given is attractive Hypothesis 2 – People will go for different fitness services if it is conveniently accessible

Insights

Demographics – Through the survey results and interviews, we gather that 74% of people aged between 24 to 40 years from Tier-1 cities such as Bangalore and Delhi are interested in fitness services and fitness apps which is the demographic that StayFit should target. While majority of the respondents were married there was no significant difference in response based on marital status.

User pain points -

Through survey results and interviews, we infer that most respondents are uncomfortable switching their current gyms regularly because of two primary factors – convenience and existing commitment. Having to pay lumpsum amounts for longer periods of time ensures that a user continues to use their existing gym till the membership is complete. User interviews also highlight that continuing with a single gym creates pain points such as being stuck with sub-par trainers, getting bored doing the same kind of workouts and inability to test out new gyms and offers that are available.

Motivations –

Survey results show that proximity to a gym and price are the most important considerations for a user in choosing a gym. The app is also expected to provide diet suggestions which means that the app is expected to collect information and impart advice and education on user’s fitness goals. Both of our hypothesises are proven true here.

Goals – Most people workout 0-3 times a week and have less than 1 hour to spare for their workout. Again, convenience in the form of available time, travel etc., seems to take precedence.

Inferences:

- The app should show nearby gyms with filters such as by distance, by rating, by facilities, by price, and by discounts - Since convenience is the major contributor for choice of gym, the app itself could offer workout suggestions by connecting

gym instructors to users on the app and charging a fee for the same

mailto:[email protected]:[email protected]:[email protected]://docs.google.com/forms/d/e/1FAIpQLSc2l5PWXWkydSDLQtaRlJA83JHgqsBiNESUUwnxVca7CqvuPg/viewform


- The app could offer diet suggestions or also be a platform to connect dieticians with users to create custom diet plans

Some Stats from the survey: - 63% of the respondents fell in 24-35 age bracket - 71% of the respondents are married - 67.4% of the respondents were from Bengaluru - 56.9% of the respondents work in the Information Technology sector - 62.3% of the respondents earn more than 91,000 per month - 37.7% of the respondents workout 2-3 times a week - 90.6% of the respondents can spare 0-1 hours for workout in a day - 51.9% of the respondents didn’t prefer switching gyms on a regular basis - 54% of the respondents are slightly uncomfortable in switching gyms regularly - 73.6% of the respondents use fitness apps - 78.8% of the respondents used android - 71.4% of the respondents consider nearby gyms feature important in a fitness app - 82% of the respondents consider convivence as the most important factor that influences them to choose a gym

Complete survey report is available under Appendix section.


Part 2: Product Artifacts Question 4: Create a persona for StayFit from the user research data. Use the template given below. Response:

NAME: Ramesh

AGE: 32

LOCATION: Bengaluru

OCCUPATION/INDUSTRY: Information Technology

MARITAL STATUS: Married

INCOME: 12,00,000 p.a.

MOTIVATIONS

- Convenience - Proximity - Price - Diet guidance

PERSONALITY

- Hard working and busy with deadlines - Extrovert - High level of family engagements on

weekends - Is strongly influenced by friends’

opinions and social media on the kind of image he wants to project

GOALS

- Find nearby gyms with ease - Switch gyms with ease - Would prefer to try the gym through

a demo class

TECHNOLOGY

- Android Smartphone - Fast 4G network - Most used apps: Messaging and Social

Media

QUOTE: “I would like to join a gym within reasonable distance and value for money”

PAIN POINTS

- There isn’t enough time to spend on travelling for fitness activities

- Finding a good gym close by is difficult

- Monthly subscriptions are very expensive

- Once payment is done, repetitive workouts and subpar instructors are good motivators to reduce fitness activity

BIO

Ramesh is working in a large IT MNC. His job includes regular traveling which leads to irregularities in his workouts. He also lives in a city that endures heavy traffic congestions making intracity travel a pain. Though he wants to work out regularly, his intermittent workouts and higher monthly fees in gyms make him leery of switching his current low priced one. He would like to discover and join gyms in places he travels to. He would also like pay for the classes on an hourly basis.

BRANDS

- Google - Samsung - Shopper’s Stop - Nike - Big Basket - Vodafone - Lenovo


Questions 5: Create a user journey map for the given user goals:

(a) To find credible gyms near me which are within my budget

(b) To buy the membership for a gym

Use the templates given below.

Response:

(a) User Journey for Ramesh to find a credible gyms nearby within budget

User Goal Find nearby gyms

To find credible gyms nearby using StayFit App

To filter nearby gyms based on rating and budget

To get more information for filtered gyms

User

Expectations

Find gyms nearby without entering location

The app shows all nearby gyms

Easy to narrow down search results based on filters. Using Filters should be easy.

Clicking on the filtered gyms I should see the details of gym, like facilities, rating, monthly and yearly subscription fees, photos and user review comments

Process Search on Web, ask friends, Yellow pages, Newspapers ads and StayFit App

The StayFit App opens with a map showing nearby gyms.

The users open the filter page and select desired filters Filters 1. Rating 2. Distance 3. Payment Option, Monthly,

Hourly or Yearly 4. Price 5. etc

User clicks on gym The gym detail page opens The gym detail page has photos, Facilities information, subscription fees, users ratings and reviews

Experience Do not get real reviews, pictures and rating

The experience should be similar to finding cab on Uber or Ola

The experience should be similar to filtering hotels on Agoda or Booking.

The experience should be similar to the hotel booking sites like Agoda or Booking, where we see hotel details.

Touchpoints Google, JustDial, etc

Yellow Pages

Newspaper Ads

StayFit App

StayFit App home page with embedded map and showing gyms location

Filter options page of StayFit App

Clicking on the gym icon on the map of StayFit home page

Pain-points Time consuming and

unreliable information.

Lot of unrelated information

App opening takes long time

Using filter options not easy

Filtered results not correct

The gym information is not always correct

Photos are not recent

Ideas One place to find all information regarding gyms

App should open fast with minimal information.

Provide some higher level options to apply filters

The App should show user posted photos and not the gym posted photos

Search for Gyms

Open StayFit App

Filter Search Result

Open Gym Details


(b) User Journey for Ramesh to buy membership for a gym

User Goal Find Gyms offering membership

To find information about gym membership

Understanding membership type, terms and conditions and user reviews.

Purchase the Membership

User

Expectations

User will get a list of Gyms offering membership

User will find a gym aggregator app

The app should show the gyms offering membership

The detail page should show Gyms photos, user reviews, terms and condition or membership, Types of membership available.

Purchasing operation is easy to do

Have multiple options to make the payment.

Should use standard payment gateway

Payment should be through secure and reliable mode

Process Search on Web or ask friends The StayFit App opens

with a map showing nearby gyms and Membership button

User clicks on Membership button

User sees list of Gyms offering membership, with their monthly and yearly fees and rating

Click on the Gym in the list shown in previous step

This open gyms details page with photos, user reviews and terms and condition

User goes through reviews, terms and condition

User selects the membership type

And proceed to payment

After clicking on the Buy Membership button user is brought to payment page.

User has the option to choose through multiple payment methods like Credit card, Debit card, net banking and etc.

User enters the payment details and selects Make Payment

Payment is successful

User’s membership ID and entry pass are generated.

Experience Difficult to find a gym membership.

The user should be shown with the list of membership’s available and basic information.

The information should be clear and concise.

Important term and condition should be highlighted to make them more readable.

The Payment should be smooth, secure with trusted.

Touchpoints Google, JustDial, etc

Friends

SayFit App home page having button to show Membership

List of Gym offering membership.

The Gym membership detail page

StayFit Payment page

Pain-points Time consuming and

unreliable information.

Have to visit multiple gyms to see the facilities, understand terms and conditions

Terms and condition are full of legal jargons and difficult to understand

Too much information.

Many times payment is not successful in first attempt and have to repeat the steps.

Payment gateway does not provide all payment options.

Search for Gyms membership

Open StayFit App

and click on Membership

Button

Look for Gym Mmebership

Details

Buy GYM membership


Ideas One place to find all information regarding gyms memberships

App should open fast with minimal information so that user is not overwhelmed.

Provide easy terms and condition.

State clearly what is included and what is not included.

Use standard, reliable, trusted and secure third part payment service.

Assumption: The user journey to get the membership is based on the assumption that user has gone through the first user journey of finding a crediable

gym and have taken demo classes. So user is aware about the StayFit App and have used it.


Appendix I User Survey results:


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Rajkamal mazumdar - Home - Fitness App...- 90.6% of the respondents can spare 0-1 hours for workout in a day - 51.9% of the respondents didn’t prefer switching gyms on a regular