Discovering how people incorporate and stay motivated while exercising
Research & understand
This research study was in support to identify ways to motivate users to adopt a new way to workout and use other (mobile or activity tracker) platforms.To gain a deeper understanding of our users' current workout goals and achievements, the study was designed to address key learning objectives:
1) How do users stay motivated throughout their workout?
2) Are users pressured to lose weight?
3) What pain points prevent users from achieving their workout goals?
4) What gains help users achiever their workout goals?
I surveyed 34 participants, interviewed 3 participants, and observed users while at the gym. I focused on their habits, goals and beliefs around their daily workout lives.
User workout an average of 3.79 days per week
76% users workout after work
71% of users workout in a gym, 68% workout in an outdoor setting
83% would use an activity tracker in the future
71% would use a workout app in the future
Average of 1-3 month of attempting to reach goal weight
Based on the findings, it seems the biggest motivators to use a mobile app while working out are receiving incentives such as unlocking recipes and workouts, help creating a schedule, group support, and workout videos vs. workout list. Users currently use a variety of apps together at the same time. The most popular being Nike, Starva, Fitness Buddy, Fitbit, and Garmin. Users that currently user an activity tracker enjoy them because it is a constant remind to keep on moving to reach their goal, it tracks over a period of time, and helps users stay competitive amongst friends.
1. Incentives such as unlocking workout videos or recipes.
2. Group support that encourages users to keep on going and not feel alone while reaching their goal.
3. Tracking progress system that monitors users overall daily habits
Current Pain Points
1. Lack of connectivity amongst smartphone apps
2. Users not having obligations (time, lack of resources) to workout on time.
3. Users not seeing results quickly
4. Workouts feel redundant and boring
After researching and finding key insights, I realized we were catering this experience to two different users.
- Users who workout multiple times per week that want to live a healthier lifestyle
- Users who just recently started working out and have attempted to lose weight previously.
What these users both have in common is that they will need to make weight loss not a mission, but a lifestyle change. Changing one's habits will be the most difficult part, but will have the greatest impact.
As I'm beginning to understand my users and motivations, I began to ideate some possible solutions for what experience would benefit the user. As well, what would continue to motivate users to continue exercising.
I explored a variety of ideas that would motivate users to exercise. While exercising users talked about having less items on them in order to perform workouts to the best of their abilities. I tried to find solutions that could be incorporate into attire or workout equipment. As well, I tried to think about connectivity - how would this experience connect to other devices in order to have the most updated results.
While continuing to explore the possibilities of the experience, I created a landing page to validate whether it has the potential to become a successful project that would be worth continuing. Landing pages were essential to understand whether users understood the goal of the experience. Here's one of the user testing videos created through using Peek.
Focus on quickly illustrating the name of the program, Jumpstart, and focusing on key incentives. Users commented that it didn't quite make sense as to what Jumpstart does for users specifically when working out. Also, CTA button was not a prominent to make users want to sign up for.
Our goal with testing the landing page was to see whether or not users would be interested and understood the experience. After conducting several user testing videos, there were some problems with how the landing page relayed information to the users. With the comments said on the videos, I did another round of user testing to see how much the results changed.
I focused on changed messaging to highlight the experience rather than market the name, Jumpstart. I focused on highlighting key incentives quickly. To reduce scroll time, we features the subscribe today immediately after highlighting features.
Unfortunately, the results were not as successful as we hoped, but provided a ton of information if ever we were to go back to the drawing board.