Product Design Challenge | 2021
Below are assumptions that I have made about a fictitious company.
Company: FitNow is a tech startup that formed in order to give users practical day-to-day support in their wellness goals.
Market: FitNow would like to focus on the US market before taking their product internationally.
New Product vs. Existing: New
Objective: The company objective with the product is growth. They want to increase their subscriptions and app adoption.
Product: FitNow is developing an app that is a part of a larger ecosystem. It will need to interface with wearable technologies such as (FitBit, AppleWatch, etc.) for their application to be effective.
Mobile Development Platform: An IOS and Android version of the application will be built. However, if forced to prioritize I would pick IOS because of the iPhone’s market share and the mentality of iPhone users are early adopters of technology.
Use Case
As a user I want to want to pick the best wellness regimine for me based on my goals. However, I don’t know where to start. I need guidance and accountability once I have picked my regimine. This is important to me because I believe that wellness is the key to happiness.
Potential Users of Application
Persona I : Olivia The Game Changer
Use Case: Olivia had a recent health checkup and she needs to improve her heart health for better circulation. She thinks she can improve her health within a year. She thinks eating better and being more active will help but doesn’t know for sure.
Pain Points:
- Olivia is unsure of where to start to improve health and reach her goals.
- Olivia does not have an effective and easy way to track her success.
-Olivia lacks wellness knowledge and needs some coaching advice.
- Olivia lacks discipline and needs to be kept accountable in reaching her wellness goals.
Persona II : Jaylen The Adventurer
Use Case: Jaylen also had a recent health checkup and he needs to improve his lung capacity for better endurance. He wants to prepare for a race a few months away. He believes regular exercise will help but doesn’t know which exercises to do or when to do them.
Pain Points:
- Jaylen is unsure of the best regimen to reach his endurance goals.
- Jaylen needs an effective way to track his success.
- Jaylen knows that he does not give his best effort during training some days. He needs someone to push him to do his best.
Prioritization of Personas
I pick Jaylen the Adventurer to focus on this exercise. I believe that he seems to be active and is a motivated person. He has already shown previous behavior to solve a problem. He needs a better approach to reach his goal. Our application can be this solution. I believe that Jaylen has a better chance to retain as a user if the application delivers. Olivia is someone who is trying to change her lifestyle. There is a greater chance that she with churn with our application.
Competitive Analysis
Through my cursory glance in the marketplace, there are a lot of incumbents and alternative solutions in the fitness application market.
Here are list to name a few:
MyFitnessPal
Headspace
Nike Training Club
Apple Health
FitPlan
Aaptiv
Fooducate
8Fit
Through a cursory glance of the marketplace, I believe our product will differ is that it is a wellness app that includes fitness and nutrition. It’s a tool that can solve all of their wellness needs. The current incumbent applications do not do this. We have the opportunity to offer our users a unique experience. As a result of this, I would encourage a continuation into the Product Development Process.
Product Canvas
The vision for this application is to make wellness fun, easy, and exciting. Our application will be a Digital Wellness Coach for our users. This product will be the “Duolingo of Wellness Applications.“
Below are some possible features to consider for the application:
Gamification: What if we had feature that encourages Jaylen’s participation through the vehicle of gain point, badges, and prizes. This would encourage regular usage and improve retention for the application.
Success Tracker: This feature would allow Jaylen to set his wellness goals and to keep track of how much progress is made towards his goals.
Prompts and Notification for Fitness: Are push notifications that will alert Jaylen of key times to do necessary activities to stay on track with reaching his fitness goals.
Tailored Curation of Food Recipes: A curation of food recipes that will give Jaylen the nutrition and energy to do exercise that will increase his stamina.
Integration with Wearable Fitness Technologies: Jaylen is a runner and likely already uses wearable technologies when training. Integration with his wearable technology will give him instant feedback on performance and give the vitals necessary to track progress.
Push for the Best: Machine Learning technologies will keep track of Jaylen’s progress and know when to challenge like a personal training coach would do.
Curation of Training Templates: Given that Jaylen has trouble discerning what will be the best wellness regimen for him - a curation of suitable regimens based on his goals would make the process much easier for him.
Tailored-Made Training: Machine Learning would learn Jaylen’s habits and tailor his push notifications, and adjust his training regimine to his performance to get him to exceed his goals.
Group Wellness: The app will allow Jaylen to invite friends and family to his wellness journey so that they can continue to encourage him in reaching his goals.
Live Coach: The application recommends an ideal coach for Jaylen via a network of wellness coaches. The coach has the ability to monitor Jalyen’s success to keep him accountable.
Prioritization of Features
If I am working within a true product team, I would gather insights from:
Product Marketing: Product Marketing could give me a better idea about the competition and the features that their products have that we should consider for our MVP. They could also give me data driven insights into customer perceptions. motivation, pain points, and desires.
UX: UX would give me data driven insight into user’s motivations, pain points, and desires. They would also give me an idea of what the current user journey looks like and how our product can create user satisfaction and joy.
Development: Development would give me good insight to what is technically feasible and how hard it would be to implement.
Given the feedback from these three functions, I would make my decision on what the MVP features would based on a decision matrix including these factors. I would seek to prioritize the features that are easy to implement and delight our users first.
The following Product Canvas Board is vision for the product without having the opportunity to consult these necessary functions and key stakeholders in the project.
Metrics To Follow For Success
In order to track the success of the application, I would monitor the following metrics:
Conversion funnel: App Downloads > Account Setup >Regimine Setup> Start Regimine > Weekly Check-Ins > Reach Regimine Goal
Avg. number of regimine per user
Gross number of subscribers
Number of of active users ( At least twice a week in app)
Subscription Revenue