Activity
Company: WW
Role: Product Designer
Timeline: Mar 2020 - Nov 2021
iOS App | Android App
Background
WW has partnered with FitOn, a fitness app that provides a variety of workout videos for members to get active. This partnership is pivotal for WW because it is the first time that we provide activity video content for members to enjoy. Members are able to earn FitPoints, the WW measurement of activity. This partnership was pushed as a direct need we were seeing from members due to the COVID-19 pandemic.
Problem
The previous in-app experience did not provide a way for members to engage in activity. There was a lot of components that members did not engage with and no clear guidance of what they could do to earn FitPoints. In addition, due to the COVID-19 pandemic, members were beginning to notice their lack of movement being cooped up indoors. We wanted to provide them a way to keep up their activity level and use this opportunity to improve their health.
“Being stuck inside, I mean, even though I didn’t exercise much before, I still walked around my classroom. So that has even been taken away.”
WW Member
Goal
Leverage digital tools to empower members to lead an active lifestyle through behavioral change.
Discovery
I worked closely with my product manager to determine how we would approach the user experience of the entire activity pillar. We did an audit of the current experience to clean up the interface in order to prepare for the integration of FitOn within the WW app. In addition, we did a deep dive through the current data to see what other areas we could improve in.
Overall low engagement
Most members do not utilize our activity tools since they do not fulfill current member needs, which are ideas for in home fitness.
~30% of members track passively through a connected device (Fitbit, Apple Health, etc.)
Low manual tracking
Of those who do turn to WW for activity, most members don’t track workouts. This leads us to hypothesize that members are not finding what they are looking for in the activity experience.
~4 in 10 members will view the activity page but only 16% of them will manually search and track an activity (yoga, pilates, etc.)
Disconnect to core experience
The WW core experience is its food program, but members did not see an explicit connection to activity. Therefore, members often forgot about it or did not view activity as a priority.
Users
Our strategy for the FitOn pilot was to launch to a subset of members in order to get an early read on:
if members were engaging with the content (completing a FitOn activity)
which content members were engaging with (low impact, no equipment, yoga, etc.)
the target demographic of those who were turning to WW for their activity needs
After the initial pilot launch of FitOn (AU and NZ), we found that our main users were what we hypothesized. This information was important to help us make appropriate adjustments and future decisions to reframe content and ensure that it is relatable to our audience.
Explorations
Activity and FitOn
FitOn Experience
We are continuously improving the FitOn experience by gathering data and speaking to members about what their needs are. We were able to implement FitOn challenges, time-based series that provides guidance, motivation, accountability, and fun to members.
I had the opportunity to conduct research interviews with members to understand what value challenges has to them. The challenges that resonated most with members were the ones that fulfilled a member fitness goal.
FitPoint goals and dashboard
In conjunction with iterating on the FitOn experience, we simplified the main activity dashboard in order to provide members a more robust view into viewing their FitPoint goals and progress.
We moved members weekly information to a secondary screen in order to allow members to focus on their daily progress and improved discoverability of the data visualization feature by providing clearer signifiers.
Measuring success
Two months after releasing the new Activity experience with FitOn to all English speaking markets, we were able to conclude some data around this initial FitOn experience. We were also able to receive qualitative data from members experiences themselves.
As of January 2021, we have around ~321K active members visiting FitOn with a 75% video completion rate. Our overall activity experience engagement (tracking rate) has increased from ~30% to over 60%. Challenges have been highly successful with completion rates at around ~70%.
“It’s the best improvement you have ever made. There are so many choices and they have been great for helping me stay motivated!”
WW Member