On-boarding & Interaction Design for Live & On-demand Streaming Dance Fitness Classes
How might we improve users first and continuing interactions with the product to increase new user subscriptions and current user retention?
— CATEGORIES
UX Research
UX Design
— METHODS
Team Project. Product research, heuristic evaluation, user interviews, research synthesis, created and tested wireframes and prototypes
— TOOLS
Sketch
Adobe Illustrator
Zeplin
InVision
PROBLEM: The landscape for digital online fitness is ever growing and ever evolving. Even though users have access to these platforms there is a strong disconnect between that of the online classes and those of the in-studio community aspect. How might we build a better sense of community and engagement for the users of WollenDance to retain current users while encouraging new users to onboard?
SOLUTION: WollenDance Feature Enhancements are new elements on the on-demand dance fitness class platform. Based on the user's regular exercise habits, the platform will provide an engaging community aspect to help the user better engage with both the instructors and fellow users through out their experience with the product.
Jaimee Dunning has been dancing for 20 years and opened a studio, DanceVibes, in San Bruno, CA in 2017.
Classes became so popular that Jaimee couldn’t meet the demand; she was forced to turn customers away.
Qin Hong, a loyal customer and IT consultant, visited over 100 fitness studios across the US.
Instructors were consistently posting low-quality video recordings on Youtube and Vimeo which made it hard for dancers to follow along.
Their Challenge
•3,500 users
•76% female
•Over 60% between ages of 25 – 44
•20% of visitors to WollenDance sign up for a free trial
•Only 10% of users are paying customers, and vast majority of those are people who discovered WollenDance after taking a class in a partner studio in person first
At $14.99/month to $24.99/year, users have affordable access to great dance fitness instruction from around the country.
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Scaling of WD drives down CAC, and increases profitability of each class produced.
Heuristic
Evaluation
To begin the I.A. process, we visited the existing WollenDance website to identify opportunity areas. We were primarily looking to understand the site’s organization, labeling, navigation, and search functionality.
What WD does well
• Pricing for subscriptions is clear
Areas for improvement
• Calories is sole measurement and isn’t believable as it appears now
Generative User Research
We first started our research project by conducting generative research about exercise and fitness motivation. We interviewed users who were interested in exercise to understand their habits, thoughts, and motivations around exercise. Additionally, we wanted to understand their thoughts about streaming technology apps.
Problem
Statement
•People are motivated and held accountable by structured group fitness classes, but don’t have endless time and money to attend.
•Mary enjoys dance classes as a form of exercise, but can’t do them consistently.
•How might we help Mary dance more often to stay mentally and physically happy?
Evaluative
Product
Research
In addition to conducting generative user research about fitness motivation, we also interviewed current and previous WollenDance Users to understand more about their experiences with the dance streaming product.
The goal of this research was to understand tangible benefits and pain points experienced while using the WollenDance service.
Behaviors:
Sentiments:
Product Improvements:
Ideation
After understanding the competitive landscape and conducting research on fitness motivation + WollenDance’s existing product, we began ideating to help improve the user experience.
Design Studio
In an ideation approach our team moved on to a process of design studio. By sketching out ideas keeping in mind the users goals, needs, pain points and behaviors we were able to come to a clear and cohesive set of frames to proceed with the redesign of WollenDance’s platform.
Lo-Fi
Prototype
Testing
In prototyping we found several overlooked errors which were quickly caught an adapted for. We did this through rounds of usability testing and synthesizing the date from those tests.
Mid-Fi
Usability
Testing
In testing the mid-fidelity screens having already gone through and adjusted for lo-fi issues we were quick to notice changes and make adjustments based on those findings to create the Hi-Fidelity // Product mock ups.
Based on user feedback, the root cause of frustration for WollenDance subscribers was with the content. Technical glitches, buffering, and instructors not engaging an at-home audience led to their frustration. For that reason, we recommend the following content improvements to improve the overall User Experience.