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Momentum

Website & Mobile App Design

The emergence of digital influencers has taken the fitness industry by storm. With the continual boom of social media, these online personalities have managed to attract tens of thousands of followers hungry for knowledge and inspiration.

Project Overview

The goal of this project was to conceptualize and design an end-to-end digital solution that offers fitness influencers accessibility to an additional stream of revenue while also being able to help their audience overcome the barriers to fitness.

Being part of the founding team and sole designer of this project, I was responsible for leading the design process from inception to launch. I collaborated closely with two other founding members who were both full-stack developers.

The Problem

Despite their immense popularity, most fitness influencers struggle with building sustainable income. Many fitness influencers of today are forced into hard-to-scale solutions when trying monetize.

ROLE:

Product Designer

TIMELINE:

Nine Months

TOOLS:

Adobe XD, Illustrator

Our Solution

A digital platform that help fitness influencers launch an online subscription business by providing their supporters with a digital wellness experience.

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01. Discovery

Competitor Analysis

The project was initiated by looking into potential competing companies within the market. By evaluating four platforms, I identified the following gaps:

1. High barriers to get started: upfront costs and time to ship to store.
2. Some platforms were exclusive only for the biggest influencers.
3. Only half of the competitors offered a custom website and domain solution

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Preliminary Assumptions

I brought forward what I learned from the competitor analysis to my team. As a group, we brainstormed any assumptions we had about our target audience.

 

I leveraged the Affinity Mapping methodology to organize our thoughts:

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02. User Research & Insights

User Research

I focused on two particular groups of individuals that were identified during the discovery phase:

Group A: Individuals with at least 5000+ followers and posts fitness-related content regularly.

Group B: Individuals who consume fitness influencer content from social media on a daily basis.

User Interviews

I conducted a total of 9 interviews. Each interview was broken down into two parts:

PART I. Qualitative Interviews

This allowed me to build a high-level user profile of each participant, noting their behaviours, goals and pain points.

PART II. Light Usability Testing

I observed each participant test a competitor's platform to obtain direct feedback on user flows and features.

Research Findings

These are a list of the most important findings from my research:

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03. Define & Ideation

Persona Development

From my research, I was able to determine the two archetypes that represented our primary user groups:

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Prioritization Matrix

I plotted the potential features established from my research on a 2-by-2 priority matrix. I collaborated with my team to narrow down the core features we wanted to focus on for the first iteration of the platform.

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User Task Flow

Before designing, it was imperative for me to understand how the customer interacted with our platform and how the content should be organized.

USER TASK #1:

Subscribe to an influencer & gain access to their app.

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USER TASK 2:

Using the app, complete your first workout.

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04. Initial Design & Iterations

Sketching & Wireframing

To begin the visual design process, I created concept sketches and low-fidelity wireframes to visualize the core features of the platform.

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Mid-Fidelity Prototype

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Usability Testing

Using the prototype, I proceeded to conduct a series of usability tests with the goal of identifying opportunities to improve overall user experience and resolve any points of confusion within our platform.


This process was a back-and-forth cycle of gathering feedback and making  iterations to our platform.

 

These are some of the iterations influenced by the usability tests:

Iteration #1

On the influencer website, it was difficult for some participants to be sold by the product. We found by adding a video section, we increased the personalization of the page which translated to a higher conversion rate.

Before

After

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Iteration #2

On the app, participants were requesting for a quicker way to start a workout. By adding a "next training" section on the homepage, I was able to reduce the amount of interactions to start a workout from five steps to three.

Before

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After

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Iteration #3

Influencers were looking for a way to share their discount codes with their subscribers. I added this feature on the second tab of the app.

Before

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After

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05. Final Design & Learnings

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Influencer Site

Funnel supporters to your own customizable website & earn

revenue for each subscription made.

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Customer App

Provide your supporters with a digital wellness experience,

packed with your unique workouts & more.

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Style Guide

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Learnings from this Project

I. BELLS-AND-WHISTLES ARE FOR LATER

While designing this project, I found myself spending too much creative effort on lower impact features. Although my goal was to build the best possible user experience, I learned that it is easy to be distracted by creating bells-and-whistles for features that do not need be so complex.

II. A MOBILE-FIRST DESIGN APPROACH

I made the mistake of initially designing the influencer website using a desktop-first approach. Based on the business model, it should have been obvious that customers would be accessing the website through their phones. Because of this mistake, I spent a lot of time re-iterating the initial design to be more mobile-friendly.

III. DUMMY-PROOF THE EXPERIENCE

Through extensive usability testing with many participants during this project, I learned that some things that may seem obvious for me doesn’t necessarily mean it will be obvious for others. By simplifying the features as much as I could, participants were able have an easier time understanding the value of our platform.

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