Fitness App

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Fitness App
Name(s):
• Paramjit Nagar
• Naren Anguluri
• Dr Nayan K. Mali
Email id(s):
Submission Date:
19/6/2019
Part 1: User Research
Question 1: Target Audience
Identify the target audience for StayFit. (Word limit: 50 words)
Response
Men and women aged 20-60, pursuing higher studies, working in organizations or retired.
Majority are married and well-established. They greatest challenge for them is that they are
overweight, have strenuous work routine, sedentary lifestyle, or have one or more lifestyle
diseases for which they need to adopt active fitness regimen, lifestyle and healthy diet. T
They are looking for quick and permanent solution to be fit, have strength, and maintain
good health. They would like to de-stress regularly to keep up with work and home
challenges.
They wish to go to gym, health clubs. They spend time in Facebook, Youtube, Instagram,
google and health sites for information and guidance. They aspire to adopt fitness products
to track and improve their health status.
Through health app we are exploring how we help them to achieve their goals and remove
their pain points through user research.

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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.
Response:
Objectives: Explore the following: Why people are interested in staying fit? How much they
are willing to invest time and efforts in keeping them fit? What is their wishlist of services,
issues they are facing with existing solutions? What are the possible target audience
acquisition channels?
Please find the survey result link below
https://qtrial2019q2az1.az1.qualtrics.com/jfe/form/SV_dhAIy8qkzYKQwEB
Question 3: Insights from User Research
Response-Sample response reports
Total Respondents-52
Gender
Place of workout

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Age Group
Occupation
Income

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Current workout status
Workout schedule

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Motivation for fitness
Use of Fitness app
Fitness Challenges/Hurdles

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Fitness Budget/Month

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Gym Visits Plan Per Month
Wishlist of services under one roof
Features wanted in Fitness App

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Above Service preferred in popular Gyms

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Analysis:
Hypotheses
1. Majority of target audience consider physical fitness as an essential element in their life
for it reduces the risk of strenuous work times, diseases, improves a person’s appearance and
make then confident.
2. People desire to join gym and exercise regularly but majority of them are not able to fulfil
this desire due to travelling , laziness, and busy schedule.
3.Majority of People do not use technology –Fit bit apps and would like to use them if it is
affordable and see long term benefits
4.Majority of People do like to or use app to track health progress.
5.People are willing to invest Rs 1000-3000/month
6. Majority of users prefer all the fitness related services under one roof.
Objectives Findings Hypotheses (True/False)
Demographics
Gender Male: Female-60:40 True-Hypothesis 1
Age Group 23-31 and 32-40 in majority True-Hypothesis 1
Marital Status Married:Unmarried-70:30 True-Hypothesis 1
Location Tier 1 Cities True-Hypothesis 1
Occupation Working Professionals in
majority.
True-Hypothesis 1
User Pain Points
Gym timings Need flexibility in timings True-Hypothesis 2
Health devices/apps Need to be Affordable as
majority do not use health
apps
True-hypothesis 3
Budget 1000-2000 INR/month with
flexibility in pricing (visit
based, multilocational
subscription)
True-hypothesis 5
Fitness apps are not used by
majority
True-Hypothesis 4
Motivations
Price Discounts/Offers True-Not validated
Facility Multiple services-Yoga,
Meditation, Exercises,
Nutritional advise,
Counselling
True-Found in survey but no
hypothesis available
Quick results especially
weight loss, gaining strength
True-Not validated in
survey.
People who goes to gym 41% True-Hypothesis 2

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says other, 24% says work
timings, 18% says lack of
motivation are the main
reasons for not visiting fitness
centre regularly. People who
do not go to gym 43% says
work timings, 37% says lazy to
go everyday and 29% says lack
of motivation is the cause to
not to got to gym. This shows
majority work timings and lack
of motivation are the main
reasons for not visiting gym
Personality
Physical Well built. Overweight.
Desire to be fit.
True-Hypothesis 1, 2
Goals
Tangible& Intangible Lose weight, Destress, Gain
physical and mental
strength to work long hours.
True-Hypothesis 1, 2
Wishlist Majority of users prefer all the
fitness related services under
one roof. Respondents wish
for mix and match usage of
services upon their will.
True-Hypothesis 6
Not enough responses to validate the hypothesis 4

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Part 2: Product Artifacts
Question 4: Create a persona for StayFit from the user research data. Use the template
given below.
Response:
Persona 1

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Persona 2

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Persona 3

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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
Response:
User Journey Map 1
User Goal To find credible gyms near me which are within my budget
User Expectations
• Find Gyms near home to compare based on review, fee,
services, and offers.
• Gym charges affordable, within budget with flexible
payment options.
Process
• Discovery-Searching online using Google, gym websites and
their social media sites (FB), check Google ratings, discussing
with colleagues and friends.
• Interest-Checking gym websites like Fiternity, Gympik etc.
Calling gym staff, confirming location of potential gym staff
visit.
• Registration-Go to the gyms for a visit, understand the gym
facilities, ambience, staff communication, and charges and
pay.
Experience
• Initially had difficulty finding popular gyms, services and
flexibility of payments.
Touchpoints
• Just Dial/Sulekha
• Cold calling
• Call back and communication.
• Google Ads
• Gym Websites
• Social media pages of Gyms

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Pain-points
• All Payment methods not mentioned in websites.
• Trainer profile and abilities not mentioned in website.
• Just dial did not have all the info of gyms and filters to
compare which helps to shortlist. Only to find gyms near
home were helpful.
• Have to manually check each gym information to come to
conclusions.
• Reliability of reviews is difficult to establish.
• Remote viewing of gym is not possible. Manual visit is
necessary.
Ideas
• More or complete info by gym aggregators for completeness
of information, transparency and quick decisions-
comparisons.
• Listing of verified or qualified gyms based on quality check.
• Filters based on location automated in case of mobile apps.
• Latest information should be available about gyms.
• Gym should be aggregated based on pricing, discounts, and
offers.
• Schedules of training to be published.
• Gym having free trial facility, fitness product, articles, blogs,
magazines, and websites to be highlighted.

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User Journey Map 2
User Goal To buy the membership for a gym
User Expectations Take up gym membership using various payment options
Process Action: Call Gyms>>Request more info>>Check for free trial>>Check
for offers>>Fix up appointment>>Check the exercise
equipment>>Check the ambience/hygiene>> Interact with
trainers>>Prospect briefed by sales person>> Trial period over.
On boarding: Follow up with prospect>>Check his intent>>Prospect
checks for online payment option which is unavailable >> Prospect
visits fitness centre and pays via debit card>>Prospect is now a
customer>> Capture preferable timings of customer>> Handover
locker keys/access pass>> Sync him with coach>> Coach observes
the member>> Based on observation made by coach make
daily,weekly and monthly schedule fitness goal>> Set up diet plan
Retention:Courtesy call for what clicked/what didn't/ Share
progress report with the member>> Share improvement area>>
Offer upgraded programs
Experience • Payment queue was long.
• Membership form was too long and irrelevant.
• Online payment options unavailable.
• No track of payment history available
Touchpoints • Gym
• Bank machine

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Pain-points • Debit card machines take 2-3 attempts as most gyms are in
the basement where connectivity is low.
• Membership fee is non uniform.
• Offers were not shared.
Ideas • Paying online through Net banking/ wallet option is
required.
• Receipt generation and sharing over email Offers and rates
should be available on app for transparency.
• Order and Payment history should be available.
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