Domain:
Online Fitness
Duration:
4 months
My Role
Design, Prototyping, Usability testing,
Research
Strategy
A strong brand strategy is meticulously crafted, taking into account all aspects of the market, niche, product or service offerings, customers, and competitors.
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Market Research
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Competitive Analysis
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Business Case Study
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Generative Research
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MVP
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Usability Study
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Insights
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Implications
Market Size
As this is my first time dealing with the fitness market I want to know more about the size of the market. So, I divided the market size into three categories.
Total Addressable Market(TAM)
The Global fitness App Market has shown remarkable growth, ascending to USD 11.62 billion in 2024, with projections suggesting a continued expansion at a CAGR of 29.95%, reaching USD 56.29 billion by 2033.
-(Globenewswire.com)
Competitive Analysis
I took top 3 home workout apps in the fitness market based on their variety of content. I did the competitive analysis based on different criteria.
Peloton
Apple Fitness +
Shred
Opportunity to cash in
First Thing
Include more workout options in cultural stand point.
Fourth Thing
Keep the user engaged by live stats sharing system.
Second Thing
Include the premium subscriptions if the user wants a personal trainer.
Fifth Thing
Include personal dietary options.
Third Thing
Include more cross training options.
Revenue Yearly Progression
if I manage to obtain 5% of home workout market and also with the subscription of 8$ to 9$ we can generate up to US$ 388 Million at 2033 the yearly estimated revenue would be like this.
Partnership opportunities, Free and Premium Content, In app purchases.
Commissions:
for $8.99 Subscription:
Platform Profit: 70% = $6.29.
Trainer Commission: 20% = $1.80.
Equipment Provider Commission: 10% = $0.90.
Budget Planning
Budget is planned in 5 categories.
For a total we need to invest $1.3 million upfront.
Targeted Audience
It is estimated that 60-70% of people globally are interested in or regularly engage in some form of physical exercise, whether through traditional gyms, home workout apps, or outdoor activities.
Among them, As of 2023, approximately 663 million people worldwide are using health and fitness apps i.e; 8.3% of world population.
-(Worldmetrics.com)
35%
Fitness Enthusiasts
232 million users
30%
Busy Professionals
119 million users
20%
Beginners
133 million users
10%
Parents
66 million users
5%
Seniors
33 million users
Participants for the Research
Teenu Anand
24 years
Fitness Enthusiast
Student
interested in strength training
Uses fitness app dailynd
Paul John
25 years
Want to get back to fitness
Student
Open to cultural workouts
Used fitness app long time ago
Vatsala
27 years
Beginner
Advocate
want to get into yoga
Didn't used any fitness app before.
Design Milestones
Feature Prioritization
After a thorough inquiry with the participants and deep market research. I came to know there is minute gap in the fitness industry where this app can fill up with some unique features included.
User goal 1: Selecting cultural relevant workouts
User goal 2: Selecting new fitness program and buying equipment.
Design System and Components
Logo
Primary App Gradient Colors of Global Fit
Buttons
Text
Secondary colors
Icons
Components
Hi-fi Design
But why this platform:
Roughly 59% of smartphones and tablet users have downloaded a health and fitness app.
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Larger screens for better visual quality.
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Portability and convenience.
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Multitasking
Probability of being cross platform app.
Usability Testing
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Took 2 one on one interviews via Google meet.
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One live interview
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Asked about themselves and there daily routines and how frequent on using fitness apps.
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Given some app related questions like tasks.
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At last asked them to fill out a post usability testing survey form.
Tasks
For both of the iterations, we set up tasks based on where participants most required their focus.
Task 1 (Onboarding) :
As a first time user of Global Fit can you start by signing up for Global Fit (while user ready to go to preference area ) imagine that you have a interest in Indian workout styles and in gadha mace.
Task 2 (Subscription):
Imagine you explored every freemium feature and want to get more premium features how would you do that?
Task 3 (Equipment purchasing):
So you have selected Gadha macing as the activity you are interested in. now gadha macing needs gadha to do the workouts now you have to purchase it how would you do it?
Additional task (Community Finder):
Now lets say you want to find like minded people like you and build network where would you go?
Usability Analysis
I conducted a usability analysis with the feedback I received during the usability testing to evaluate user experience and identify areas for improvement. I segregated the feedback into 3 categories i.e; Good, Frustrations and suggestions.
I used Figma A.I to get accurate bullet points for me to work on.
Key Findings
With the help of the Figma AI generated bullet points. I started iterating again by noting some main changes as key findings.
Post usability Survey Results
Overall, participants seemed to be happy with the app. They felt confident in their ability to use the app and think it’s relatively easy to follow.
From the results below I can say that
user satisfaction is by
90%
Task completion is by
100%
Total efficiency of the app is by
95%
Final Prototype
After the final user testing and analysis I made some major changes to the design to make it more user friendly and more responsive.
Click on the prototype to view.
So what's next...?
1. Brainstorm more features
2. Start with the
development
3. Corporate Partnerships
4. Strategize marketing
5. Grow User Base
6. Prepare for sustained growth